Adobe 2013 Mobile Consumer Survey results
If you are marketing on mobile this report will prove useful.
Android and iOS
Results from the Adobe 2013 Mobile Consumer Survey (download) show that Android devices lead the way in overall popularity, with 55% of people reporting Android as their primary mobile device of choice, while iOS devices were reported at 31%, but iOS is the operating system of choice for browsing and where to find the "perpetually connected users" a term coined by Forrester. For this reason, the report reminds us to keep this highly valuable segment in mind when building mobile strategies. Biggest is not always best.
For consumers who own both a smartphone and tablet, the primary device is still the smartphone (77%), but tablets are making strong headway as a primary device, up from 12% in 2012 to 23% in 2013. Note, however, tablets are now generating more website traffic than smartphones because we prefer to interact with websites and engage with content on the larger screen size and when they are using the tablet from home. Bigger is better.
Web and Apps
Users prefer Web to shop, rather than apps, but clients should have both to address the total audience.
Of the top three reasons cited for deciding to download a mobile app, 49% reported following a recommendation from people they know, 49% browsed an app store, and 34% searched for a
particular app. Multiple reasons possible.
particular app. Multiple reasons possible.
This data indicates that mobile marketers need to follow and measure the influence of social networks in driving application discovery and pay attention to being able to be found on Google, no small task.
The report goes on and includes some interesting charts, two of which I am including here, but really, if you are into mobile and apps, download the report and read it carefully then pass it around to your team.
Ruth Ann Barrett, Digital Savvyite, May 8, 2014, Portland, Oregon.
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