Download - The State of Mobile Benchmark - Q2 2013
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Te Sae o Mobile BenchmarkAdobe Digial Index
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ADOBE DIGIAL INDEX
Mobiles on he moveMobile devices have changed he way consumers inerac wih
businesses. Markeers should undersand he rends, srenghs,and weaknesses o boh ables and smarphones in order opresen he righ experience o he dieren mobile cusomers.
able o contents
Mobile browsing0 able versus smarphone growh
02 rac share by counry
03 rac share by indusry
04 Smarphone operaing sysems by counry0 U.S. smarphone operaing sysem growh
0 Smarphone manuacurers by counry
07 able operaing sysems by counry
Mobile reading0 Digial magazine readership growh
09 Engagemen by device ype
Te State o Mobile Benchmark - Q
Mobile viewing0 Video on mobile devices
Mobile social media
Engagemen on mobile devices
Mobile shopping2 Conversion by mobile device ype
3 Glossary
4 Mehodology
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ADOBE DIGIAL INDEX
Mobile browsing
able versus smarphone growh
In jus hree years, ables have overakensmarphones in he amoun o rac hey drive.
Te ndings: Globally, websies are geting more rac rom ables
han smarphones. Inerne users view 7 more pages per visi when
browsing on a able vs. a smarphone.
Te opportunity:
While able and smarphone consumers are boh mobileusers, hey behave very dierenly. able users acuallybehave more like PC users in he way heybrowse and engage.
Te State o Mobile Benchmark - Q
SHARE OF PAGE VIEWS
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ADOBE DIGIAL INDEX
Mobile browsing
rac share by counry
Consumers all over he world are rying ablesor he rs ime. Inerne users in weserncounries have adoped ables rapidly, whileheir counerpars in Asia preer o browsevia smarphone.
Te ndings: Smarphone rac is similar beween he U.S. and he U.K.,
bu able rac is much higher in he U.K.
U.K. Inerne surers are more likely o browse hrough boh aable and smarphone han heir German and French counerpars.
In Japan and China, smarphones remain he browsing device o choice.
Te opportunity:Consumers use heir various mobile devices dierenly. You needo opimize your sie or boh he smarphone and able experiences.
ABLE SMARPHON
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ADOBE DIGIAL INDEX
Mobile browsing
rac share by indusry
Consumers preerences or ables versussmarphones vary depending on he ype o sieheyre visiing. When shopping on reail andecommerce sies, users preer ables. elecomand media sies end o be requened more ofenby smarphone users.
Te ndings: Reail websies ge he mos able rac ollowed by auo and
ravel & hospialiy sies. Conversely, consumers preer heir smarphone when visiing
boh elecom and media & enerainmen sies.
Te opportunity:As ables ge smaller and smarphones ge bigger youll need orely less on screen size and more on oher cues like connecion ype(WiFi vs. cellular) and reerral source o deermine he bes webexperience o oer.
Te State o Mobile Benchmark - Q
ABMOBILE RAFFIC SHAREBY INDUSRY
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ADOBE DIGIAL INDEX
Mobile browsing
Smarphone operaing
sysem by counryAndroid and iOS are becoming more dominanaround he world. Oher compeing plaormsaccoun or only a small percenage o he rac.
Te ndings: AndroidM and iOS accoun or nearly o smarphone
browsing in all six o he counries we observed. RIM and Symbian mainain heir sronges ooholds in
he U.K. and China. Android share is larges in Japan. iOS is he leading operaing sysem in he U.S., U.K ., and France.
Te opportunity:As he marke consolidaes around iOS and Android, ocusyour mobile experience on hese wo major players.
Te State o Mobile Benchmark - Q
SHARE OF VISIS BY SMARPHONE OPERFEBRUARY 2013
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ADOBE DIGIAL INDEX
Mobile browsing
U.S. smarphone
operaing sysem growhEven as sales o Android devices increase, iOShas reemerged as he operaing sysem mosofen used or browsing in he U.S.
Te ndings: oday, iOS accouns or o smar phone
browsing in he U.S. Android accouns or o smarphone browsing. Over he las monhs, RIM slid rom a o a
share o visis in he U.S., and Windows mainainedis share.
Te State o Mobile Benchmark - Q
U.S. SMARPHONE SH
4%
2%
0%
iOS ANDROID RIM
RIM WINDOWS SYMBIAN LINUX BADA
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ADOBE DIGIAL INDEX
Mobile browsing
Smarphone manuacurersby counryIn ve o he six counries we eaured, Appleand Samsung devices accouned or he majoriyo smarphone websie rac. Japan was heonly oulier.
Te ndings: From February o February , he share o online visis
rom Samsung devices has grown a he expense o oher
manuacurers who produce Androidbased devices. No manuacurer besides Samsung and Apple has gained
more han a marke share in he U.S. in he las year. In Japan, is DoCoMo, no Samsung, ha accouns or
signican percenage o mobile visis, closely rivaling Apple.
Te State o Mobile Benchmark - Q
APPLE SAMSUNG HC MOOROLA RIM
SHARE OF VISIS BY SMARPHONE MANFEBRUARY 2013
40%
20%
0%
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iOS ANDROID WINDOWS LINUX RIM
ADOBE DIGIAL INDEX
Mobile browsing
able operaing sysemsby counryWhen i comes o browsing on ables, Applehas a commanding lead in all six o hecounries we eaured.
Te ndings: iOS dominaes able browsing wih over 77 o he share
in he six counries measured, and coninues o increase i sshare o able visis.
In he U.S., iOS grew by nearly yearoveryear wih herelease o he iPad in March , and iPad and Mini inNovember .
Te State o Mobile Benchmark - Q
SHARE OF VISIS BY ABLE OPERAING SFEBRUARY 2013
100%
80%
60%
40%
20%
0%
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ADOBE DIGIAL INDEX
Mobile reading
Digial magazinereadership growhPublishers o digial prin conen are enjoyingseady growh in readership due in par orelease o new devices and urher adopiono digial magazines.
Te ndings: From Augus o February , here was a average
growh in readers o digial publishing apps.
Te State o Mobile Benchmark - Q
AVERAGE REACAUGUS 2012 - F
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ADOBE DIGIAL INDEX
Mobile reading
Engagemen by device ypeMos digial magazine consumers read wih ables.
able use leads o more requen , indeph, andlonger reading sessions compared o smarphones.
Te ndings: Sevenyve percen o reading sessions occur on ables,
and on smarphones. When compared o smarphonereaders, able readers:
_ Open heir app wice as ofen per monh_ Read hree imes as many pages each ime hey read
Te State o Mobile Benchmark - Q
READING SESSION USAGEFEBRUARY 2013
FREQUENCYREADS/MONH
E
1.72.9
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ADOBE DIGIAL INDEX
Mobile viewing
Video on mobile devicesMobile video consumpion is on he rise. By Q ,mobile video sarsincluding boh smarphonesand ableshave ripled year over year and currenlyaccoun or over o oal digial video sars.
Te ndings: Video sars on smarphones ripled year over year rom o . able video consump ion slighly oupaced smarphones in
video sars.
Te opportunity:Te growing mobile audience provides incremenal engagemen andrevenue opporuniies or adverising. able viewers, in paricular, areearly adopers who ypically spend more money, book more rips, andconsume more media conen. Publishers can capialize on his argeaudience wih high CPMs and incremenal impressions.
Te State o Mobile Benchmark - Q
ALL MEDIA VIDEO VVideo view rae is dened as video
SHARE OF VIDEShare o video saras he device ype vdivided by oal vid
96.9% PC
1.8% TABLET
1.3% SMARPHONE
89.6% PC
6.5% TABLET
3.9% SMARPHONE
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MOBIL
ADOBE DIGIAL INDEX
Mobile social media
Engagemen on mobile devicesMobile accouns or a growing share o social mediaengagemen. Mobile consumers like he sridesFacebook is making o improve he user experienceon smarphones and ables.
Te ndings: One hird o all likes on Facebook now occur via a mobile device. Afer a sligh dip a he end o , he mobile share o Facebook
likes jumped beween December and January .
Te opportunity:Mobile and social go hand in hand. Use mobile specic
oers on social media channels o reinorce hisnaural aniy.
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ADOBE DIGIAL INDEX
Mobile shopping
Conversion by mobile device ypeWhen shopping online, consumers use ables likea PC o compare producs and make he purchase.Tey use smarphones or quick reerences likeprice checks and nding sore locaions.
Te ndings: Conversion raes on ables are hree imes greaer
han on smarphones. able conversion raes sil l don mach hose o PCs .
Te opportunity:Dierences in conversion raes poin o he use casesshoppers have in mind when hey choose o use a ableor a smarphone. Reailers should no rea all mobile visishe same.
Te State o Mobile Benchmark - Q
REAIL CONVERSIONDECEMBER 2012
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ADOBE DIGIAL INDEX
Glossary Average Reader Growth: Unique visiors by monh divided by Augus unique visiors.
Download Completion Rate:Download sars divided by download complees.
Consumption:ime spen divided by monh.
Conversion Rate:Orders divided by visis.
Engagement (Reading):Pages divided by reading session.
Frequency (Reading):Reading sessions divided by monh.
Like Share:Likes divided by oal likes.
Page Views Share:Page views divided by oal page views.
Video Start Share:Video sars divided by oal video sars.
Video view rate:Video sars divided by visis.
Visit Share:Visis divided by oal visis.
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ADOBE DIGIAL INDEX
MehodologyTe daa orTe State of Mobile repor was pulled rom:
Mobile browsing saisics were based on analysis o more han billion visis o ,+ websiesworldwide beween January o February .
Mobile reading saisics were based on analysis o . million reading sessions o digialmagazine apps beween January o February .
Mobile viewing saisics were based on analysis o . billion video sars on media websies in .
Mobile shopping saisics were based on analysis o + reail websies in December .
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adobe.com/go/digial_index
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blogs.adobe.com/digialmarkeing/?s=digial+index
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AppendixU.S. Smartphone Share o Visits by Operating System
Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oc t- Nov- Dec- Jan- Feb-
iOS 7. . . .7 . . . . . 7. . .7 .7
Android . . . .7 .7 7. . . 7.7 . . . .Windows . . . . . . . . . . . . .RIM OS . . . . . . .7 . . . . . .
Linux . . . . . . . . . . . . .Symbian . . . . . . . . . . . . .
Bada . . . . . . . . . . . . .
U.S. Smartphone Share o Visits by Manuacturer
Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- Jan- Feb-
Apple 7. . . .7 . . . . . 7. . .7 .7
Samsung . . . . . . 7. . .7 . . . .HC 7. . .7 . . . . . . . . . 7.
Motorola . . . . . . . .7 . .7 . .7 .Nokia .7 .7 . . . . . . . . . . .
DoCoMo . . . . . . . . . . . . .
SonyEricsson
. . . . . . . . . . . . .
LG 4.5% 4.% 4.% 4.% 4.% .% 4.% .8% .% .6% .5% .4% .%
Huawei .8% .8% .8% .8% .8% .8% .% .% .% .% .% .8% .8%
ZE .4% .4% .5% .5% .6% .5% .6% .6% .6% .6% .6% .6% .6%
-Mobile .% .% .6% .5% .4% .% .% .% .% .8% .% .6% .5%
RIM 4.% .% .6% .% .% .% .% .5% .% .% .8% .6% .5%
Sony .% .% .% .% .% .% .% .% .% .% .% .% .%
Xiaomi .% .% .% .% .% .% .% .% .% .% .% .% .%
SHARP .% .% .% .% .% .% .% .% .% .% .% .% .%
Other .4% .% .% .% .% .% .% .% .8% .% .% .% .%
Te State o Mobile Benchmark - Q
U.S. ablet Share o Visits by Operating System
Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct-
iOS . 7.7 7. 7. 7. 7. 7. 77. 7.
Android 7. . . . . . . . .Windows . . . . . . . . .RIM OS . . . . . . . .7 .7
Linux . .7 . . . . . . .Symbian . . . . . . . . .
Bada . . . . . . . . .
U.S. ablet Share o Visits by Manuacturer
Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- Oct-
Apple . 7. 7. 7. 7. 7. 77. 7. 7.
Amazon . . . . . 7. 7. . .Samsung . . . . . . . . .
Google . . . .
Acer . . . . . . . . .
RIM . . . . . . . .7 .7
Motorola . . . .7 . . . . .
BarnesandNoble
.% .% .% .% .% .5% .6% .4% .%
Asus .% .% .% .5% .4% .5% .4% .% .%
oshiba .6% .5% .4% .% .% .% .% .% .%
HP .% .6% .4% .% .% .% .% .8% .%
DoCoMo .% .% .% .% .% .% .% .% .%
Sony .% .% .% .% .% .% .% .% .%
Microsof .%
DELL .% .% .% .% .% .% .% .% .%
Huawei .% .% .% .% .% .% .% .% .%
Lenovo .% .% .% .% .% .% .% .% .%LG .% .% .% .% .% .% .% .% .%
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Appendix
Te State o Mobile Benchmark - Q
ablet manuacturers share o visits: February
Apple Amazon Samsung Google Acer RIM Motorola Barnes & Noble Asus oshiba HP DoCoMo Sony MS DELL Huawei Lenovo ZE LG HC
U.S 77. 7. . . .7 . . . . . . . . . . . . . . .
U.K . . . . . . . . . . . . . . . . . . . .Germany . . 7. . . . . . .7 . . . . . . . . . . .France 77. . . . . . . . . . . . . . . . . . . .
Japan 7. . .7 . . . . . . . . . . . . . . . . .China . . . . .7 . . . . . . . . . . . . . . .
Smartphone manuacturers share o visits: February
Apple Samsung HC Motorola Nokia DoCoMo Sony Ericsson LG Huawei ZE -Mobile RIM Sony Xiaomi SHARP Other
U.S . . 7. . . . . .7 . . . . . . . .
U.K . . . . .7 . . . . . . . . . . .7
Germany . . .7 . .7 . .7 .7 . . . . . . . .
France . . . . .7 . . .7 . . . . . . . .
Japan . . . . . .7 .7 . . . . . . . . .
China . . . . 7. . . . . . . . . . . .
Smartphone OS share o visits: February
iOS Android Windows RIM Linux Symbian Bada Other
U.S . . . . . .
U.K . 7. . . . . .Germany . . . . . .
France . . . . . . . .Japan . . . . . . . .7
China . . . . . . . .
ablet OS share o visits: February
iOS Android Windows RIM OS Linux Other
U.S 77. . . . . .7
U.K . . . . . .
Germany . 7. . . . .France 77. . . . . .
Japan 77. . . . . .China . 7. . . . .
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