35508 mobile consumer survey results ue final-2

8/12/2019 35508 Mobile Consumer Survey Results UE Final-2

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Adobe 2013 Mobile Consumer Survey Resul s

Adobe 2013 Mobile Consumer Survey resul sUsing mobile si es, apps, and emerging echnologies o build loyal y

Wi h he me eoric rise o mobile devices and able s, i ’s no surprise ha mobile is a way o li e and is here os ay. In 2012, here were 121 million smar phone users and 94 million able users in he Uni ed S a es alone,represen ing a 31% and 180% increase over 2011, respec ively. 1 Mobile devices have changed he wayconsumers in erac wi h businesses, and oday’s digi al marke ers mus unders and how consumers usedi eren devices o be able o build and op imize mobile marke ing s ra egies ha deliver he righ mobileexperience o each mobile user.

In addi ion, 2013 marked a signi ican shi in how mobile users are accessing websi es. According o he AdobeDigi al Index,2 global websi es are now ge ing more ra ic rom able s han smar phones, wi h 8% and 7% omon hly page views respec ively. Given ha able visi ors spend more per online purchase wi h U.S. re ailers

han visi ors using smar phones,3 able ra ic is proving o be more valuable in erms o e-commerce andengagemen and represen s signi ican implica ions or he developmen and op imiza ion o mobile s ra egies.

Resul s rom he Adobe 2013 Mobile Consumer Survey show ha consumers are using heir smar phones andable devices o connec wi h brands in a varie y o ways, and hey are increasingly moving back and or h

be ween di eren devices and orm ac ors. Mobile is a unique channel, wi h di eren requiremen s orsmar phones and able s, and his channel mus be in egra ed in o he overall marke ing mix. I is impera ive

ha businesses unders and who heir mobile consumers are, how hey access si es or apps, which devices heyuse, and wha heir expec a ions are or a posi ive experience. By unders anding he consumer hroughanaly ics and measuremen , businesses can op imize heir mobile channel o enhance heir online presence,engage be er wi h heir cus omers, and achieve business objec ives.

1 eMarke er, Search gets a mobile makeover, April 20132 Adobe Digital Index: ablets trump smartphones in global website traffic, March 6, 20133 Adobe Digital Index Report: Te impact o tablet visitors on websites

Con en s1: Survey o mobile

users2: Key insights

and ndings14: Conclusion15: Best practices16: Recommendations



2Adobe 2013 Mobile Consumer results White Paper

Survey o mobile usersIn March 2013, Adobe surveyed more han 3,075 mobile users in he Uni ed S a es, Canada, Uni ed Kingdom,France, and Germany o learn which mobile devices hey use, how hey in erac wi h websi es and applica ions,and wha hey wan mos ou o heir mobile experiences. Par icipan s provided valuable insigh in o heirmobile ac ivi ies across several ca egories, including media and en er ainmen , ravel services, inancialservices, and shopping or consumer produc s and elec ronics.

The survey, adminis ered by Survey Sampling In erna ional, ca egorized pre erences based on device ype,gender, and age. The par icipan s were spli nearly equally be ween gender and age. Age groups were spli in o

young (18–29), middle-aged (30–49), and older (50–64) .

Female

Male

53 %47 %

50-64

30-4918-29

Age range

37 %

34 %

29 %

Demographics of survey participants

Gender of mobile users Age of mobile users

Key insigh s and ndingsIncreasingly, consumers are visi ing websi es wi h able s ins ead o smar phones or desk ops or lap ops. Whileconsumers s rongly pre er able s o smar phones or websi e visi s, hey s ill use desk ops and lap ops he mos websi e visi s, even hough he able and he desk op and lap op engagemen levels are comparable. As he ablemarke ma ures, he advan ages o desk op and lap op browsing will erode, causing consumers o use able s ovisi websi es more requen ly. To engage cus omers who use able s, companies should adop able -speci ics ra egies, ins ead o o ering experiences iden ical o hose o smar phones or desk ops and lap ops.

Smartphones and tabletsResul s rom he Adobe 2013 Mobile Consumer Survey show ha Android devices lead he way in overallpopulari y, wi h 55% o people repor ing Android as heir primary mobile device o choice, while iOS deviceswere repor ed a 31%.

Al hough he Android opera ing sys em gained in populari y across he board as compared o 2012, hemiddle-aged segmen is now he larges adop er o Android smar phones. Android smar phones are he mospopular as a primary mobile device by ownership across all age groups and regions, wi h 52% or he youngsegmen , 54% or he middle-aged segmen , and 49% or he older segmen , which signi ican ly increased rom38% in 2012. Overall, 52% o people repor ha Android phones are heir primary device, wi h 27% repor ingiPhones as heir primary device. In addi ion, 55% o Europeans repor ed pre erring Android phones, wi h only23% pre erring iPhones.

While Android devices are s eadily gaining in populari y, according o he Adobe Digi al Index S a e o MobileBenchmark, iOS has reemerged as he opera ing sys em o choice or browsing. iOS users end o be moreengaged and spend more ime wi h apps and websi es, and hey end o be loyal, having bo h iPhones and iPads

o s ay connec ed any ime, anywhere. These are he perpe ually connec ed consumers, as ermed by Forres er,where “almos our ou o ive have a able in addi ion o heir smar phones or phones. They connec romanywhere, requen ly, and use nearly every possible ype o app.”4 I is impor an or businesses o keep hishighly valuable segmen in mind when building heir mobile s ra egies.

4 Forrester Research, Te Mobile Mind Shif Index, April 19, 2013




49 %

5 %

2 %

23 %

6 % 6 %

0.3 %

6 %

0.2 % 2 %

54 %

3 %2 %

24 %

5 % 4 %

0.2 %

5 %

0.3 % 2 %

51 %

2 % 1 %

32 %

2 %

5 %

0.1 %

4 %0.2 % 1 %

OtherMicrosoSurface

tablet

Windows Mobilesmartphone

RIM(Blackberry)

tablet

RIM(Blackberry)

smartphone

Apple iPad oriPad mini

tablet

Apple iPhonesmartphone

AmazonKindle

Fire tablet

Android tabletAndroidsmartphone

Consumer’s primary mobile device by segment

18–29

30–49

50–64

Age range

For consumers who own bo h a smar phone and able , he primary device is s ill he smar phone (77%), buable s are making s rong headway as a primary device, up rom 12% in 2012 o 23% in 2013. And, as no ed

earlier, able s are now genera ing more websi e ra ic han smar phones.

While smar phones s ill lead marke share in he overall mobile device marke , able s are quickly gainingground because o consumer pre erence o in erac wi h websi es and engage wi h con en on he largerscreen size. According o a recen Adobe Digi al Index analysis o websi e visi ac ivi y, mobile users on averageview 70% more pages per visi when browsing wi h a able compared o a smar phone. Designing or he

able experience, as well as responsive design ha op imizes experiences or every device, are key ac ics orbusinesses ha wan o maximize engagemen and increase consumer sa is ac ion.

When i comes o able usage, as expec ed, users are more likely o be home-based (80%), while 14% useable s on he go and 6.5% use able s a work.

Consumers devo e a signi ican amoun o ime o heir able s, wi h 26% using hem daily be ween 1 o 4hours, and 7% repor ing more han 5 hours per day o usage.

Table users con inue o be he more valuable mobile consumer segmen when i comes o websi e visi s.Seven y-one percen o iPad users (62% in 2012) and 65% o Android able users (56% in 2012) repor edspending more han $250 on consumer produc s via heir devices over he pas 12 mon hs, compared o 59%o iPhone users (58% in 2012) and 53% (53% in 2012) o Android smar phone users.

Overall, he spending repor ed by smar phone users was rela ively la compared o 2012, bu spending a heupper levels by able users has jumped. Nine percen more able users (iOS and Android) repor spending

over $250 in he pas 12 mon h compared o hose repor ing spending a ha level las year.




9 %

29 %

17 %

10 %

28 %

6 %

10 %

29 %

16 %

12 %

26 %

6 %

8 %

28 %

16 %

12 %

26 %

10 %

Daily: 5 or morehours per day

Daily: 1 - 4hours per day

Daily: Less than1 hour a day

A few hoursevery few days

A few hoursevery week

Don't use regularly

Q272. On average, how much time do you spend using your mobile tablet?

18–29

30–49

50–64

Age range

79 %

4 %

17 %

80 %

7 %

13 %

79 %

8 %

12 %

While out and aboutWorkHome

Q271. Where do you use your mobile tablet most f requently?

18–29

30–49

50–64

Age range

13 %

70 %

60 %

50 %

37 %

25 %

42 %

26 %

31 %

52 %

7 %

19 %

66 %

51 %

56 %

37 %

29 %

44 %

32 %

46 %

42 %

4 %

24 %

57 %

44 %

63 %

35 %

25 %

43 %

28 %

55 %

41 %

2 %

OtherWeatherVideosSportsShoppingMagazinesBooksGamesNewsE-mailEducation

Q273. What are the most common activities that you engage with on your tablet(email, news, sports, weather, play games, shopping, etc.)

18–29

30–49

50–64

Age range




While consumers engage wi h a broad spec rum o con en and conduc diverse ac ivi ies on able s,communica ion and news are he mos common , wi h 64% repor ing using heir able s or email, 51% ornews, 45% or videos, and 44% or wea her.

User experience and engagement with mobile servicesPar icipan s in he Adobe 2013 Mobile Consumer Survey ra ed heir user experience when conduc ing mobileac ivi ies or bo h mobile websi es and applica ions, as well as provided insigh in o how much ime hey arespending on hese ac ivi ies. The ca egories spanned media and en er ainmen , ravel services, inancialservices, and shopping or consumer produc s and consumer elec ronics.

Comparison of “How satisfied are you with engaging with the following website and apps in the given industries?”

Sa ised Neu ral No Sa ised

Websi es

Media 50% 48% 2%

Travel 55% 43% 1%

Financial 61% 37% 2%

Re ail 60% 38% 2%

Consumer Elec ronics 74% 26% 0%

Average 60% 38% 1%

Apps

Media 52% 46% 2%

Travel 54% 45% 1%


Re ail 59% 39% 2%


Average 60% 38% 2%

Overall (avg websi e / app)

Media 51% 47% 2%

Travel 55% 44% 1%


Re ail 60% 39% 2%


Average 60% 38% 2%

On average, people appear o ra e heir experiences on apps and websi es equally. A 60% average sa is ac ionra e or bo h websi es and apps indica es a s rong oppor uni y o improve experiences or mobile audiences,because 40% are neu ral or no sa is ied. However, wi hin ca egories and in s a ing pre erences or whaconsumers pre er, here are impor an di erences. For example, when asked which me hod hey would pre er

o use or shopping, mos consumers pre erred websi es o apps. Fi y-eigh percen repor ed pre erringmobile-op imized or regular websi es, while 42% pre erred applica ions, indica ing ha consumers migh nobe willing o download, ins all, and con inually upgrade applica ions. In urn, businesses should provide bo hengaging mobile web experiences and mobile apps o address heir o al audience.

When i comes o how people make a decision o look or an app, social recommenda ions are cri ical odriving app downloads. O he op hree reasons ci ed or deciding o download a mobile app, 49% repor ed

ollowing a recommenda ion rom people hey know, 49% browsed an app s ore, and 34% searched or apar icular app. This da a indica es ha mobile marke ers need o ollow and measure he in luence o socialne works in driving applica ion discovery.




Media consumptionIn he ca egory o media consump ion, as compared o o her ca egories such as re ail and consumerelec ronics, consumers repor ed having he mos nega ive- o-neu ral experiences overall or bo h mobilewebsi es and applica ions in he areas o speed and per ormance, ransac ion processes, abili y o load hewebsi e on a phone, and en ering da a. Consumers also highligh ed naviga ion as a key area or improvemen .

People s ill predominan ly use heir mobile devices o gain in orma ion, including social. O hose surveyed,71% repor ed using heir mobile device o access social media, while 70% searched or local in orma ion (suchas even imes, wea her, maps, and reviews), and 65% repor ed reading news, including en er ainmen and

na ional and world even s.While o her ca egories o media consump ion were repor ed a lower ra es, he younger segmen is muchmore likely han he older segmen (71% versus 43%) o use a mobile device or playing music. Videoconsump ion also decreases signi ican ly by age group, wi h 69% o he younger segmen wa ching videos onmobile devices compared o only 37% o he older segmen . In looking a media consump ion by age and he

ime spen on a device per week, he younger segmen again repor ed he mos hours, wi h 45% averagingover 3 hours per week (similar o 2012), and only 25% o he older segmen repor ing over 3 hours per week.

0

25 %

19 %

6 %5 % 5 % 4 % 4 % 4 %

29 %

OtherProvidemore free

content

Lessadvertising

Improvereadability

of text

Provide morecontent and

applications

Improvestability

of sites,applications

Improvevisual quality

Improvespeed

Improve easeof use

Q55. If you could say one thing to a media service provider to improvethe experience using its mobile website, what would it be?

When asked how people access media-rela ed mobile si es and apps or he irs ime, using a search enginewas he overwhelming response a 43%, ollowed by browsing he app s ore a 28%, and direc ly yping in headdress a 17%. For hose who s ar in he app s ore, users in Nor h America appear more com or able,repor ing in a 37% versus 30% in Germany, 27% in he Uni ed Kingdom, and 14% in France.

Given he choice be ween websi es or apps or accessing media con en on a mobile device, 42% repor edpre erring a mobile app, ollowed by a regular websi e a 38%, and mobile-op imized websi e a 20%.However, pre erences al er signi ican ly by age group, wi h 43% o he older segmen pre erring a regularwebsi e, compared o 38% or he middle segmen and 34% or he younger.

In general, people don’ like paying or access o con en on heir mobile devices, based on he 70% whorepor ed never paying o access con en . Only 22% said hey paid or access o games, 8% or news, and 7% orvideo. Media companies arge ing younger audiences experience more success in his area, wi h numbersskewing a bi higher a 34% or games, 12% or news, and 13% or video.

Overwhelmingly, people are willing o view ad-suppor ed con en (85%) versus paying or con en . Given hiswillingness o view ads, media companies should look o mone ize con en via ads as opposed o requiringsubscrip ions or paymen .




In general, 43% o he responders access media con en on heir mobile devices daily, wi h he younger groupclocking in he mos a 62%, compared o middle a 44% and older a 27%. Women also end o access con enon a daily basis more han men, a 51% versus 36%.

Only 31% o responden s access news on a daily basis, and 28% repor accessing local in orma ion on a dailybasis. In general, people pre er o access games and social con en via apps, whereas hey end o browsewebsi es or news and in orma ion-rela ed con en .

Travel ServicesTravel services were second o media wi h he highes nega ive- o-neu ral ra ings or experiences wi h bo hmobile websi es (44%) and applica ions (46%). The areas ha people ra ed he mos nega ive- o-neu ralexperiences were in ransac ion processing, he abili y o en er and submi da a, and he login process.

People use heir primary mobile devices or a varie y o ravel-rela ed ac ivi ies. Maps and direc ions weremos popular a 66%, ollowed by researching des ina ions a 39% and checking reviews a 37%. People in heUni ed Kingdom are signi ican ly more likely o be engaged wi h ravel si es compared o o her regions. Forexample, 49% repor ed researching ravel des ina ions via mobile, as compared o only 35% in Nor h Americaand 34% in France.

While people regularly par icipa e in ravel-rela ed ac ivi ies on heir mobile devices, 80% say hey rarely ornever book ravel on a mobile device. According o he Adobe Digi al Index,5 desk op and lap op ra es are 30%

o 60% higher han able conversion ra es or re ail and ravel websi es, mirroring consumers’ responses hahey s ill pre er desk ops or lap ops or visi s involving research, comparing al erna ives, and online purchasing.

The younger segmen is signi ican ly more likely o book ravel and comparison shop. For example, 25% o heyounger segmen repor booking ravel via a mobile device, bu only 16% o he older segmen repor haac ivi y.

This pa ern is expec ed o con inue in he immedia e u ure, wi h 76% o people an icipa ing ha hey will use mobile device o view maps or direc ions in he nex six mon hs, 38% o research ravel des ina ions, 30% o checkreviews, and a mere 19% will book ravel al hough, his does skew a li le higher or he younger group a 22%.

For hose who do book ravel, 70% pre er o access ravel ea ures on a mobile web browser ins ead o an app.People also pre er o use able s as opposed o smar phones or booking ravel. For example, 33% o Android

able users repor ed using heir device o book ravel, compared o 17% o Android smar phone users.Similarly, 29% o iPad users repor ed booking ravel versus 17% o iPhone users.

The mos impor an considera ions or people when using ravel-rela ed mobile apps or mobile websi es areease o use (59%), ease o naviga ion (54%), and a good experience in inding wha hey were looking or (36%).

Financial servicesMobile is now a key impera ive or inancial services irms, rein orced by he Forres er S a e o Mobile Repor

ha s a es, “We expec he number o US mobile banking users o double in he nex ive years and reach 108million by 2017 46% o US bank accoun holders.” 6 As mobile consumers move rom radi ional ac ivi iessuch as checking accoun balances and inding ATM loca ions, o more complex unc ions such as deposi ingchecks and paying bills, inancial services irms mus look a providing be er mobile experiences ha solve

oday’s problems and mee cus omers’ expec a ions.

As wi h he ravel services indus ry, survey responden s repor ed signi ican neu ral- o-nega ive ra ings or heiexperiences wi h ransac ion processes, wi h naviga ion coming in second. The older segmen repor ed he

highes percen age o neu ral- o-nega ive ra ings wi h hese experiences. Wi h he older segmen having morehis ory o personal in erac ions wi h inancial services, organiza ions may wan o es heir mobile channels as apor al o connec his age group o services ha are easy o access. By crea ing more personalized engagemenvia mobile, organiza ions can crea e an experience ha is closer o an in-es ablishmen eel.

5 Adobe Digital Index: ablets are catalyzing brand website engagement6 Forrester Research, State o Mobile Banking Report 2012, August 24, 2012




The op hree experiences ha responden s would like inancial services companies o improve are ease o use,securi y, and speed. As wi h las year, he ca egory o inancial services was he only ver ical in which securi ywas highligh ed as an area or improvemen or bo h mobile websi es and applica ions. Consumers are s illconcerned abou he sa e y o heir personal and inancial da a wi hin he mobile channel. Organiza ions cane icien ly es op ions o help ease cus omer concerns by es ing he placemen o securi y cer i ica es on UI, hereby encouraging rus wi h he visual cue ha securi y is in place.

0

5

10

15

20

25

30

35

23 %

15 %

10 %9 %

6 %5 % 4 %

28 %

OtherProvide deeper

offerings/options

Provide

greater depthof information

Provide same

features asdesktop site

Improve

design/layout

Improve

speed

Improve/

insure security

Improve ease

of use

Q136. If you could say one thing to a nancial service company toimprove the experience on its mobile website, what would it be?

When i comes o accessing inancial services on a mobile device, i a cus omer has an es ablished rela ionship,apps are gaining in populari y or conduc ing ransac ions. However, websi es are generally pre erred whencus omers are conduc ing research and an es ablished rela ionship does no exis . For example, 52% pre er apps

or reviewing bank in orma ion, bu websi es are more popular or reviewing s ock and mu ual und accounin orma ion (60%), researching s ocks and mu ual unds (65%), conduc ing s ock and mu ual und ransac ions(61%), researching or shopping or a new inancial accoun (71%), and applying or a new inancial accoun (67%).

Reviewing bank accoun in orma ion, paying bills, money rans ers and budge ing, and checkbook balancingare he op inancial ac ivi ies per ormed on mobile wi h 50%, 36%, and 32% o he people repor ing heseac ivi ies respec ively. Given ha hese ac ivi ies are accoun main enance in na ure, he big ques ion or

inancial services and mobile is when will behavior shi rom servicing exis ing accoun s online o shoppingand purchasing produc s and services.

For mos people, researching or a new inancial accoun is an occasional ac ivi y. Only 15% curren ly research orshop or a new inancial accoun in any given mon h. Wi hin his group, he Uni ed Kingdom repor s 21% opeople conduc ing research or shopping mon hly, compared o 11% in Nor h America, which may indica e haU.S. banks ocus more on servicing exis ing clien s via mobile as opposed o providing oppor uni ies or shoppingand research. Men are also more likely o consider researching or shopping or services, wi h only 29% o menrepor ing ha hey have never researched or shopped or a new accoun via mobile, compared o 42% o women.

When asked whe her people have applied or an accoun or opened one via mobile, he number goes downeven ur her, wi h only 8% repor ing his ac ivi y in he pas 6 mon hs. A 12%, he younger segmen is our

imes more likely han he older segmen (3%) o have applied or or opened an accoun via mobile.




Shopping for consumer productsToday’s consumers are more ap han ever o use heir mobile devices o make a purchase. Approxima ely sixou o seven mobile shoppers will use a smar phone o shop in 2013. Based on an eMarke er mobilecommerce orecas , i ’s es ima ed ha mobile shoppers will con ribu e $38.4 billion in sales rom mobiledevices, or roughly 15% o e-commerce sales. 7 No ably, able s now accoun or 62.5% o mobile sales, andeMarke er es ima es he share or able s will rise o 71.5% by 2017.

Consumers who shop via mobile applica ions on Windows® mobile phones appear he mos sa is ied wi h heirshopping experiences (64%), ollowed by iPhones ( 61% ), iPads (56%), Android phones (55%), and Android

able s (54%). In eres ingly, hese numbers are lower han he previous year. For example, in 2012, 71% o iPadusers repor ed a sa is ying experience, bu only 61% repor ed he same level his year.

When i comes o shopping or consumer produc s via mobile websi es, consumers using Android able srepor ed he highes sa is ac ion levels a 67%, ollowed by Windows mobile a 66%, iPad a 64%, iPhone a62%, and inally Android phones a 57%.

All age groups repor ed ha hey are com or able spending in he range o $1–$250 (44% overall). The oldersegmen comprises he bigger spenders wi h 60% spending over $250 in he pas 12 mon hs, compared o heyounger segmen a only 51%.

Q151. On average, how much have you spent on consumer product purchases over the last 12 month via your mobile device?(percent of total responders)

18-29 30-49 50-64 To al

$1 o $249 49% 40% 41% 44%

$250 o $499 28% 28% 25% 27%

$500 o $749 15% 19% 19% 17%

$750 o $999 5% 6% 7% 6%

$1,000 and above 3% 6% 9% 6%

The mos popular i ems ha were purchased via mobile devices were clo hing, shoes, and jewelry, wi h 51%repor ing purchasing hese i ems in he pas 12 mon hs, ollowed by books, magazines, and newspapers a48%, and movies, music, and games (excluding mobile games) a 47%.

The primary way people shop and browse produc s on heir mobile devices are 37% via mobile apps, 33% viamobile op imized websi es, and 30% via regular websi es; however, he older segmen skewed much higher inpre erring o shop and brose regular websi es (48%).

Overall, consumers spend more on produc purchases via heir able s han smar phones, which is no surprisinggiven ha able s have become he primary device or mobile browsing.8 Thir y seven percen o Android usersrepor ed spending more han $500 on consumer produc s compared o 25% o Android smar phone users,while 43% o iPad and iPad Mini users repor he same compared o 32% o iPhone users. In addi ion, ableusers pre er o browse websi es over apps, while smar phone users pre er apps. However, he majori y o mobileusers pre er o shop via web browsers as opposed o apps.

When purchasing a produc on a mobile websi e or app, people repor ed ha he mos help ul i ems areproduc descrip ions and price, easy checkou process, and consumer ra ings or reviews.

7 eMarketer, US Retail Mcommerce Sales, 2011-20168 Adobe Digital Index: ablets trump smartphones in global website traffic, March 6, 2013




0

10

20

30

40

50

60

70

53 %

47 %

41 %

38 % 38 % 37 %35 %

33 % 32 %

Purchase productusing mobilesite or app

(add to cart)

Visualinformation,

fullscreen productimagery,

alternative view,dynamic zoom,

360 degree spin, video,product tours, etc.

Productcomparison

Onlinepromotions,

specials,or coupons

Simplekeyword search

for products

Order statusCustomerrating orreviews

Easy checkout process

(e.g. savedregistration

info with sign-in,click to call)

Productand price

information

Q159. What features have you found most important when you have purchasedproducts on a mobile website or downloaded app?

010

20

30

40

50

60

43 % 42 %

39 %

32 % 31 %

29 %

Alternative images

(on model,lifestyle, other details)

VideosMulti-media

visual combiningzoom, spin,videos, or animation

Interactive

zoom orpan on images

360-degree

spin of a product

Product

side-by-sidecomparisons

Q172. What visual features will increase your likelihoodto make a purchase on your mobile device?

The visual produc ea ures ha were ci ed as mos likely o increase he likelihood o purchasing a produc viaa mobile websi e were side-by-side comparisons o produc s (44%), 360-degree spin o a produc (42%), andin erac ive zoom or pan on images (38%).

The mos popular i ems ha consumers have purchased direc ly hrough heir mobile devices are clo hing,shoes, and jewelry (31%) and movies, music, and games excluding iTunes and mobile games (29%).Eigh een percen o men responded ha hey purchased spor s and ou door goods , compared o 10% owomen, bu 35% o women repor ed purchasing clo hing , shoes, and jewelry, compared o men a 27%.

Age appeared o have a signi ican and direc impac on purchase behavior, wi h 57% o he older segmenrepor ing ha hey have never made a purchase o hese consumer goods hrough heir mobile devices,compared o 41% o he middle segmen and 30% o he young segmen .

The primary means o access consumer produc shopping mobile si es and apps or he irs ime was via asearch engine (45%), app s ore (24%), or yping in he address (18%).




Shopping for consumer electronicsConsumer elec ronics received he highes ra ing or sa is ac ion across he board compared o o herca egories o business ra ed by consumers in his s udy. The areas ra ed highes on hese si es were helegibili y o he ex , he si e search, and he quali y and quan i y o images.

39 %

26 %

18 %

11 %

5 %

29 %

31 %

26 %

10 %

5 %

37 %

34 %

19 %

5 % 5 %

$1,000 and above$750 to $999$500 to $749$250 to $499$1 to $249

Q202. On average how much have you spent on consumer electronicspurchases via your mobile device in the past 12 months?

18–29

30–49

50–64

Age range

Overall, 35% repor ed having spen over $500 on consumer elec ronics purchases via heir mobile devices inhe pas 12 mon hs. When given he choice, approxima ely 60%–70% o responden s pre erred mobile

websi es o apps or mos asks. Wi h his in mind, companies may wan o priori ize building a mobile-op imized si e ha delivers op imal mobile experiences, and hen urn heir ocus o building a mobile app.

The op hree consumer elec ronics produc s ha were purchased by mobile consumers were smar phones(15%), lap ops (14%), and cameras (13%). When broken ou by age groups, he younger segmen is more ap opurchase consumer elec ronics via mobile devices. For example, 22% o he younger segmen repor edpurchasing a smar phone via heir mobile device.

Social media and mobile accessI ’s no surprise ha Facebook is he dominan social ne work accessed via mobile wi h 75%, ollowed byTwi er a 28%, and hen Google+ a 26%. No ably new on he char s his year are Ins agram (13%) andPin eres (9%). These social si es experienced rapid grow h, par ly due o he ease o sharing via mobile, andshould be considered seriously by businesses looking o make headway in heir social media e or s.

As expec ed, he mos popular social ac ivi y is o read s a us upda es (73% ). However, consumers are alsousing heir mobile devices o view Facebook an pages o heir avori e brands. Today’s brands should havemobile-op imized experiences or o ers ha are launched rom heir Facebook an pages. This is mosimpor an or brands ha arge younger demographics, wi h 94% o he young segmen and 88% o hemiddle segmen accessing social ne works via mobile devices.




61%

25%

10%

6%

17%

3%4% 4%

2% 2% 2%

25

77%

27%

13%

9%

29%

4% 4%

9%

12%

4%

6%

2%

12%%

83%

25%

8%

10%

36%

10%

3%

11%

22%

6%

9%

2%

6%

I do notaccess social

networks from mymobile device

OtherSpotifyFoursquareInstagramPinterestXingTumblrTwi erMySpaceLinkedInGoogle+Facebook

Q267. Which social networks do you access from a mobile device?

18–29

30–49

50–64

Age range

While 48% o consumers who view a Facebook an page receive an o er or promo ion, 23% consumers reporha hey do no have a mobile-op imized experience when linking rom Facebook o a brand’s si e. Becausehe assump ion is ha he consumer wan s o ake advan age o he o er or promo ion, companies should

consider op imizing heir social campaigns or mobile engagemen o drive higher conversion ra es.

For y- our percen o all consumers access heir social ne works on a daily basis, wi h ano her 20% repor ingha hey visi hese si es on a weekly basis. Given he requency o mobile visi s o social si es, marke ers

responsible or social media should work wi h eams ha own mobile experiences o ensure a cohesives ra egy or engaging he social and mobile consumer.

Mobile advertisingBusinesses looking o acquire new cus omers and re ain curren cus omers are increasingly urning o mobilesearch and display ads. The ad spend or mobile search and display ads is an icipa ed o see a compoundannual grow h ra e o over 50% rom 2010 o 2015.9 A signi ican percen age o consumers surveyed repor

ha hey are clicking hrough mobile ads presen ed in bo h mobile websi es and apps, wi h 31% clickinghrough ads on mobile websi es, and 25% clicking hrough ads on mobile apps during he pas 3 mon hs.

Because mobile consumers exhibi high in en when searching or produc s or services, having ools o argeand op imize mobile-speci ic o ers represen s a big oppor uni y or companies. Consumers are repor ing ha amajori y o adver isers are providing mobile-op imized experiences when hey click hrough ads on mobilewebsi es (61%) and mobile apps (68%), sugges ing ha op imiza ion o mobile ad con en appears o beprevalen . However, because nearly 40% o responden s indica e ha hey received mobile web landing pages

ha were no easy o read and view, here is s ill signi ican room or improvemen . In addi ion, survey resul s

indica e ha men are more likely o click hrough on mobile ads presen ed wi hin mobile websi es and appshan women 33% versus 28% or websi es, and 26% versus 24% or apps.

Personaliza ion is becoming an impor an considera ion or mobile consumers. A large majori y o people whospen over $500 (81%) repor ed ha mobile ads were personalized o heir in eres , while only 75% who spenunder $500 repor ed seeing personalized mobile ads. For hose who spen over $500, 58% repor ed ha hepersonalized experience hey received when providing in orma ion o businesses via mobile seemed valuable,compared o 53% o hose who spen under $500.




23 %

77 %

32 %

68 %

35 %

65 %

NoYes

Q264. Have you clicked thru on mobile ads thatare presented in a mobile application?

18–29

30–49

50–64

Age range

Emerging technologiesIn he area o emerging mobile-speci ic echnologies, businesses have a clear oppor uni y o provide improvedcus omer experiences and signi ican brand di eren ia ion. For example, he prac ice o scanning QuickResponse (QR) codes con inues o gain momen um, wi h 37% o young and 32 % o middle segmen srepor ing ha hey have scanned QR codes in he pas hree mon hs. A er scanning he code, a highpercen age (80%) o responden s said hey were presen ed wi h a mobile-op imized experience. Because QRcodes can be associa ed wi h a loca ion-based o er, such as an in-s ore display, companies should akeadvan age o he abili y o dynamically personalize he brand experience or heir arge audience.

25 %

70 %

32 %

68 %

37 %

63 %

NoYes

Q250. Have you used your primary mobile device toscan a QR (Quick Reference) code in the last 3 months?

18–29

30–49

50–64

Age range

Ano her oppor uni y or loca ion-based personaliza ion is represen ed by he rise in adop ion o consumer“check-in” services. Almos a hird o responden s have checked in via a loca ion service on heir mobiledevice, and 30% o hose people said hey received an incen ive o check in. Marke ers should considerproviding more incen ives o drive check-ins i heir business has a physical loca ion.

Al hough augmen ed reali y (AR) and mobile walle s are s ill a an early s age, consumers are repor ing heiradvan ages. For hose who have used AR (only 14% overall, bu 21% o he younger segmen ), 46% indica ed

ha i was used o loca e and ind a company, produc , or service. And o hose who have used a mobile walle(18% overall, 25% o younger segmen ) o pay or a produc or service, 83% said ha he paymen experiencewas easier han providing heir credi card. Given his high ra e o posi ive response, re ailers should considersuppor ing his paymen op ion when hey have he oppor uni y o e icien ly es and deploy.

The s udy showed ha men are adop ing hese emerging mobile echnologies a a quicker pace han women,wi h 22% o men repor ing mobile walle usage versus 15% o women. In addi ion, 16% o men repor edexperience wi h AR versus 11% o women.




As could be expec ed, consumers who are he earlies adop ers o emerging echnologies are also he mosvaluable cus omers. For example, people who repor ed using a mobile walle in he pas hree mon hs were also

he bigger spenders online: 31% o people who used mobile walle s spen more han $500 on consumer produc svia heir mobile device over he pas 12 mon hs versus only 10% o hose who did no use mobile walle s.

The same holds rue or QR codes. O hose who repor ed using a QR code in he pas hree mon hs, 21% spenmore han $500 on consumer produc s via heir mobile device over he pas 12 mon hs versus only 11% o

hose who did no repor using QR codes.

The resul s o he survey hold s rong implica ions: Companies ha wan o conver consumers wi h he highespo en ial value should implemen plans o es and adop emerging mobile echnologies.

ConclusionThe 2013 mobile survey revealed ha consumers are using heir smar phones and able s o connec wi hbrands across a varie y o ca egories hrough websi es, mobile-op imized websi es, and mobile apps. No onlydo companies oday need o unders and how consumers are connec ing wi h hem, bu hey also need o gainbe er insigh in o who hose consumers are. For example, perpe ually connec ed consumers in erac wi hbrands across mul iple devices a any ime, and here ore, have a high propensi y o spend more money viamobile. Similarly, consumers who are he earlies adop ers o emerging echnologies repor spending more

han hose who are more re icen o adop ing mobile echnologies. By unders anding hese ac ors, companiescan leverage heir cus omers’ perspec ives and pre erences o deliver a be er user experience, which can

ransla e o increased cus omer loyal y and an improved bo om line.

• For consumers who own both a smartphone and a tablet, the primary device is still the smartphone (77%).

• Android smartphones are the most popular by ownership across all age groups: 59% for young, 60% formiddle, and 54% or older.

• iPads are the most popular wi th young (27%) and middle-aged (31%) groups. e Kindle Fire is the leaderwi h he older age group (22%).

• Facebook is the dominant social network but less so than last year, accessed via mobile at 85%, followed byTwiter a 35%, and Google+ a 21%. A majori y o brands provide mobile-op imized experiences or offers

ha are launched rom heir Facebook an pages via mobile devices.

• Mobile ads presented in both sites and apps capture the attention of mobile users, and a majority ofadvertisers provide mobile-optimized experiences when consumers click through on ads. When asked

whether users had clicked on an ad in the last 3 months, survey respondents indicated:– 31% had clicked on at least one ad presented on mobile websites, of which 61% thought the ad was personalized.

– 25% had clicked on at least one ad presented on mobile apps, of which 68% thought the ad was personalized.

• Men are more likely to click through on mobile ads presented within apps than women.

– 33% o 28% or men versus women wi h mobile websi es

– 26% o 24% or men versus women wi hin apps

• Scanning QR codes

– 38% o young and 40% o middle age have scanned in he pas hree mon hs.

– 37% or young, 32% or middle

– Men 35% and 28% or women• Location services

– Younger age group is more likely o check in (35%) versus older a 18%.

– 44% young, 33% middle, and 22% older

• Only 19% of young adults have used AR or mobile wallets. Men are more likely than women to use theseemerging echnologies: 25% or young, 17% or middle, 12% or old; male 22% and 15% or women




In addi ion, as no ed by he Adobe Digi al Index, i is impor an o wa ch or developmen s ha will accelera ecompe i ion and innova ion in he able marke , including he ollowing:

• Transition to cloud computing, which permits tablets to be used for activit ies that have historically requiredcompu er-based sofware, memory, and s orage, hereby reducing he need or requen and easy access odesk ops and lap ops.

• Emergence of stronger competitors to the iPad enabled by Microso ’s release of Windows 8 and Google’spurchase o Mo orola Mobili y and planned co-branding o Android able devices.

• Greater enterprise demand for tablets that will increase tablet availability and frequency of use within the

workplace.• Increased adoption of HTML5, freeing brands to more consistently deliver rich, device-speci c experiences

ou side he connes and ee s ruc ures o pla orm-con rolled app s ores.

• Reduced willingness for telecom providers to subsidize smartphone purchases, reducing the di erence inou -o -pocke cos s be ween smar phone and able devices.

Bes prac icesDi eren devices deserve di eren experiences. Today’s consumers move easily be ween smar phones and

able s and expec equally op imized visi s across all devices. Brands mus o er an engaging and dynamicmobile user experience design o provide a consis en experience across all devices and screens. As si es addmobile-op imized implemen a ions, here are several bes prac ices o consider.

• Reduce the number of touch events to conversion. Unders anding he business goals and key per ormanceindica ors (KPIs) you are driving oward is he ounda ion o building any commerce s ra egy. Design hemobile experience wi h he pa h o leas resis ance o achievemen . Research has shown ha conversionra es are direc ly impac ed by s reamlined pa hs o purchase conversion should occur wi hin hree oucheven s. Two will be able s akes in he near u ure.

• Design for mobile interactions. e tablet and smartphone user experience needs to focus on touch-drivencon rols as he primary visi or in erac ion, ra her han mouse clicks and keyboard con rols. Take advan age omobile display con rols, such as nger swipe, ouch, drag, pinch, and zoom. Use simple, large butons odesigna e in erac ions and naviga ion, such as a large shopping car or video play buton. I designing ormobile retail, incorporate rich product visualization that is optimized for the device type. e di erence in

unc ionali y shifs he user experience ocus o embedded, large-viewer or ull-screen in erac ive zoom andpan, 360-degree spin, and enhanced video unc ionali ies.

• Optimize for speed. Even a 1-second delay in mobile page load ime equals a 7% loss in conversion,according to the Aberdeen Group. Lighten the load on a mobile-optimized website by incorporating dynamicmedia con en , such as images, video, and campaign banners, ha au oma ically adjus s con en size,resolu ion, and orma delivery based on he device pla orm and ne work de ec ion.

• Make content “ndability” easy. Mobile users have high in en , and he majori y o mobile cus omers usesearch be ore hey do any hing else on m-commerce si es, making mobile si e search op imiza ion crucial.Use explici naviga ional cues or easy browsing. Implemen au o-sugges and au o-correc in search inpuboxes o address he difficul y o mobile yping. Provide he mos compelling, relevan op-search resul sop imized or screen size and loca ion.

The more posi ive consumers eel oward heir mobile experience, he more abili y brands have o buildcus omer loyal y and improve conversion ra es. And wi h over 40% o responden s repor ing a nega ive- o-neu ral ra ing or mobile websi e and app experiences in several areas across he ca egories o mediaconsump ion, ravel services, inancial services, and shopping, here is signi ican room or improvemen .



Recommenda ionsThe world is becoming increasingly mobile, making i more impor an han ever or companies o connec all

heir channels including web, social, call cen er, search wi h mobile o achieve he business objec ives oconversion, revenue, and loyal y. Today’s digi al marke ers should review heir mobile s ra egy o look orcross-channel execu ion oppor uni ies and ensure ha analy ics are in place o measure success. While he

ollowing recommenda ions may no represen he ideal solu ion or every business, i is cri ical o in egra emobile marke ing in o your overall marke ing s ra egy.

• Integrate analytics from day one. Review your mobile si es and apps o ensure ha analy ics are in place o

effec ively measure success. Direc measuremen o visi or behavior is impor an o unders anding hee ectiveness and ROI of mobile channels. is mobile consumer survey provides a snapshot of macro trends.However, Adobe recommends ha you acquire he same insigh s abou device pla orms and user engage-men or your mobile channels via he Adobe Marke ing Cloud.

• Prioritize tablets. As repor ed in he Adobe Digi al Marke ing Index, able s provide engagemen levels nearlyequivalen o desk op and lap op compu ers (http://success.adobe.com/en/na/programs/digital-in-dex/1205_13926_di_report_rise_of_tablets.html ). Consequen ly, marke ers need o plan and priori ize op imiza-

ion effor s or able experiences ha are unique and differen rom smar phones, given he larger screen size.

• Launch mobile channels with an optimization strategy in place. Instead of guessing whether experience A orB is pre erred by consumers, plan or ongoing A/B and mul ivarian es ing o mobile websi es and apps. Inaddi ion, consider personaliza ion capabili ies ha leverage in orma ion abou he mobile device ype,opera ing sys em, and loca ion.

• Ensure that your social mobile presence is optimized for mobile. Review your owned social mediachannels o ensure ha consumers can click hrough o offers and ha wee s are op imized or smar phonesand able s.

• Link mobile advertising campaigns to mobile websites. When planning your mobile search and displaycampaigns, ensure ha landing pages are mobile op imized and do no click hrough o he desk op home page.

• Leverage mobile know-how. Seek guidance rom Adobe Consul ing and par ners or exper ise in mobilemarke ing.

About e Adobe Marketing CloudNow here’s a place ha pu s every hing digi al marke ers need in one spo . I ’s called he Adobe Marke ingCloud. I includes a comple e se o analy ics, social, adver ising, arge ing and web experience managemensolu ions and a real- ime dashboard ha brings oge her every hing marke ers need o know abou heircampaigns. So marke ers can ge rom da a o insigh s o ac ion, as er and smar er han ever.

Learn more at Adobe.com. Contact us to learn more: 877-722-7088

Adobe Systems Incorporated 345 Park AvenueSan Jose, CA 95110-2704USAwww adobe com

Adobe and he Adobe logo are ei her regis ered rademarks or rademarks o Adobe Sys ems Incorpora ed in he Uni ed S a es and/or o her coun ries. Java is a rademark orregis ered rademark o Oracle and/or i s affilia es. All o her rademarks are he proper y o heir respec ive owners.

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