the state of mobile benchmark - q2 2013

7/28/2019 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.


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.


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.


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.


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.


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 .


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.


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


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.


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.


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 .

Visit our website:

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Read our blog:

blogs.adobe.com/digialmarkeing/?s=digial+index

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[email protected]



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ADOBE DIGIAL INDEX

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% .% .% .% .%


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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ADOBE DIGIAL INDEX

Appendix


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. . . . .

Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or t rademarks o Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark o Google Inc. Linux is the registered trademark o LU.S. and other countries. Symbian and all Symbian based marks and logos are trademarks o Symbian Limited. Windows is either a registered trademark or a trademark o Microsof Corporation in the United States and/or other countries. All other trademarks are the propert y o the

the state of mobile benchmark - q2 2013

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