The State of Mobile Benchmarksuccess.adobe.com/assets/en/downloads/whitepaper/13926...Mobile devices have changed the way consumers interact with businesses. Marketers should understand

The State of Mobile BenchmarkAdobe Digital Index

ADOBE DIGITAL INDEX

Mobile’s on the moveMobile devices have changed the way consumers interact with businesses. Marketers should understand the trends, strengths, and weaknesses of both tablets and smartphones in order to present the right experience to the different mobile customers.

Table of contentsMobile browsing

01 Tablet versus smartphone growth02 Traffic share by country03 Traffic share by industry04 Smartphone operating systems by country05 U.S. smartphone operating system growth06 Smartphone manufacturers by country07 Tablet operating systems by country

Mobile reading08 Digital magazine readership growth09 Engagement by device type

The State of Mobile Benchmark - Q2 2013

Mobile viewing10 Video on mobile devices

Mobile social media11 Engagement on mobile devices

Mobile shopping12 Conversion by mobile device type

13 Glossary

14 Methodology

ADOBE DIGITAL INDEX

Mobile browsing

Tablet versus smartphone growthIn just three years, tablets have overtaken smartphones in the amount of traffic they drive.

The findings:• Globally, websites are getting more traffic from tablets

than smartphones.• Internet users view 70% more pages per visit when

browsing on a tablet vs. a smartphone.

The opportunity:While tablet and smartphone consumers are both mobile users, they behave very differently. Tablet users actually behave more like PC users in the way theybrowse and engage.


SHARE OF PAGE VIEWS

TABLETPROJECTIONSMARTPHONEPROJECTION

10%

5%

0%

ADOBE DIGITAL INDEX

Mobile browsing

Traffic share by countryConsumers all over the world are trying tablets for the first time. Internet users in western countries have adopted tablets rapidly, while their counterparts in Asia prefer to browse via smartphone.

The findings:• Smartphone traffic is similar between the U.S. and the U.K.,

but tablet traffic is much higher in the U.K.• U.K. Internet surfers are more likely to browse through both a

tablet and smartphone than their German and French counterparts.• In Japan and China, smartphones remain the browsing device of choice.

The opportunity:Consumers use their various mobile devices differently. You need to optimize your site for both the smartphone and tablet experiences. TABLET SMARTPHONE


ADOBE DIGITAL INDEX

Mobile browsing

Traffic share by industryConsumers’ preferences for tablets versus smartphones vary depending on the type of site they’re visiting. When shopping on retail and e-commerce sites, users prefer tablets. Telecom and media sites tend to be frequented more often by smartphone users.

The findings:• Retail websites get the most tablet traffic followed by auto and

travel & hospitality sites.• Conversely, consumers prefer their smartphone when visiting

both telecom and media & entertainment sites.

The opportunity:As tablets get smaller and smartphones get bigger you’ll need to rely less on screen size and more on other cues like connection type (Wi-Fi vs. cellular) and referral source to determine the best web experience to offer.


TABLET SMARTPHONEMOBILE TRAFFIC SHAREBY INDUSTRY

10%

5%

0%

ADOBE DIGITAL INDEX

Mobile browsing

Smartphone operating system by countryAndroid and iOS are becoming more dominant around the world. Other competing platforms account for only a small percentage of the traffic.

The findings:• AndroidTM and iOS account for nearly 90% of smartphone

browsing in all six of the countries we observed.• RIM and Symbian® maintain their strongest footholds in

the U.K. and China.• Android share is largest in Japan.• iOS is the leading operating system in the U.S., U.K., and France.

The opportunity:As the market consolidates around iOS and Android, focusyour mobile experience on these two major players.


iOSANDROIDRIMSYMBIANOTHER*

*SEE APPENDIX

SHARE OF VISITS BY SMARTPHONE OPERATING SYSTEMFEBRUARY 2013

ADOBE DIGITAL INDEX

Mobile browsing

U.S. smartphone operating system growthEven as sales of Android devices increase, iOS has reemerged as the operating system most often used for browsing in the U.S.

The findings:• Today, iOS accounts for 49% of smartphone

browsing in the U.S.• Android accounts for 45% of smartphone browsing.• Over the last 12 months, RIM slid from a 5% to a 1%

share of visits in the U.S., and Windows® maintained its 1% share.


U.S. SMARTPHONE SHARE OF VISITSFEBRUARY 2013

4%

2%

0%

60%

40%

20%

0%

iOS ANDROID RIM

RIM WINDOWS SYMBIAN LINUX® BADA

ADOBE DIGITAL INDEX

Mobile browsing

Smartphone manufacturers by countryIn five of the six countries we featured, Apple and Samsung devices accounted for the majority of smartphone website traffic. Japan was the only outlier.

The findings:• From February 2012 to February 2013, the share of online visits

from Samsung devices has grown at the expense of other manufacturers who produce Android-based devices.

• No manufacturer besides Samsung and Apple has gained more than a 1% market share in the U.S. in the last year.

• In Japan, its DoCoMo, not Samsung , that accounts forsignificant percentage of mobile visits, closely rivaling Apple.


APPLE SAMSUNG HTC MOTOROLA RIM

APPLESAMSUNGHTCDOCOMOOTHER*

*SEE APPENDIX

SHARE OF VISITS BY SMARTPHONE MANUFACTURERSFEBRUARY 2013

40%

20%

0%

iOS ANDROID WINDOWS LINUX RIM

ADOBE DIGITAL INDEX

Mobile browsing

Tablet operating systemsby countryWhen it comes to browsing on tablets, Apple has a commanding lead in all six of the countries we featured.

The findings:• iOS dominates tablet browsing with over 77% of the share

in the six countries measured, and continues to increase its share of tablet visits.

• In the U.S., iOS grew by nearly 10% year-over-year with therelease of the iPad 3 in March 2012, and iPad 4 and Mini in November 2012.


iOSANDROIDOTHER*

*SEE APPENDIX

SHARE OF VISITS BY TABLET OPERATING SYSTEMFEBRUARY 2013

100%

80%

60%

40%

20%

0%

ADOBE DIGITAL INDEX

Mobile reading

Digital magazinereadership growthPublishers of digital print content are enjoying steady growth in readership due in part to release of new devices and further adoption of digital magazines.

The findings:• From August 2012 to February 2013, there was a 200% average

growth in readers of digital publishing apps.


SECOND QUARTILETHIRD QUARTILEAVERAGE PUBLICATION

AVERAGE REACH GROWTHAUGUST 2012 - FEBRUARY 2013

ADOBE DIGITAL INDEX

Mobile reading

Engagement by device typeMost digital magazine consumers read with tablets. Tablet use leads to more frequent, in-depth, and longer reading sessions compared to smartphones.

The findings:• Seventy-five percent of reading sessions occur on tablets,

and 23% on smartphones. When compared to smartphone readers, tablet readers:

_ Open their app twice as often per month_ Read three times as many pages each time they read


READING SESSION USAGEFEBRUARY 2013

FREQUENCYREADS/MONTH

ENGAGEMENTPAGES/READ

1.72.910.0

30.3

ADOBE DIGITAL INDEX

Mobile viewing

Video on mobile devicesMobile video consumption is on the rise. By Q4 2012, mobile video starts—including both smartphones and tablets—have tripled year over year and currently account for over 10% of total digital video starts.

The findings:• Video starts on smartphones tripled year over year from 2011 to 2012.• Tablet video consumption slightly outpaced smartphones in

video starts.

The opportunity:The growing mobile audience provides incremental engagement and revenue opportunities for advertising. Tablet viewers, in particular, are early adopters who typically spend more money, book more trips, and consume more media content. Publishers can capitalize on this target audience with high CPMs and incremental impressions.


ALL MEDIA VIDEO VIEW RATEVideo view rate is defined as video starts divided by visits.

SHARE OF VIDEO STARTSShare of video starts are defined as the device type video starts divided by total video starts.

96.9% PC1.8% TABLET

1.3% SMARTPHONE

89.6% PC6.5% TABLET

3.9% SMARTPHONE

MOBILE SHARE OF NEW PAGE LIKESJANUARY 2012 - APRIL 2013

ADOBE DIGITAL INDEX

Mobile social media

Engagement on mobile devicesMobile accounts for a growing share of social media engagement. Mobile consumers like the strides Facebook is making to improve the user experience on smartphones and tablets.

The findings:• One third of all likes on Facebook now occur via a mobile device. • After a slight dip at the end of 2012, the mobile share of Facebook

“likes” jumped 56% between December 2012 and January 2013.

The opportunity:Mobile and social go hand in hand. Use mobile specific offers on social media channels to reinforce this natural affinity.


ADOBE DIGITAL INDEX

Mobile shopping

Conversion by mobile device typeWhen shopping online, consumers use tablets like a PC to compare products and make the purchase. They use smart phones for quick references like price checks and finding store locations.

The findings:• Conversion rates on tablets are three times greater

than on smartphones.• Tablet conversion rates still don’t match those of PCs.

The opportunity:Differences in conversion rates point to the use cases shoppers have in mind when they choose to use a tablet or a smartphone. Retailers should not treat all mobile visits the same.


RETAIL CONVERSIONDECEMBER 2012

ADOBE DIGITAL INDEX

Glossary• Average Reader Growth: Unique visitors by month divided by August 2012 unique visitors.• Download Completion Rate: Download starts divided by download completes.

• Consumption: Time spent divided by month.

• Conversion Rate: Orders divided by visits.

• Engagement (Reading): Pages divided by reading session.

• Frequency (Reading): Reading sessions divided by month.

• Like Share: Likes divided by total likes.

• Page Views Share: Page views divided by total page views.

• Video Start Share: Video starts divided by total video starts.

• Video view rate: Video starts divided by visits.

• Visit Share: Visits divided by total visits.


13

ADOBE DIGITAL INDEX

MethodologyThe data for The State of Mobile report was pulled from:• Mobile browsing statistics were based on analysis of more than 150 billion visits to 1,500+ websites

worldwide between January 2012 to February 2013.• Mobile reading statistics were based on analysis of 223.5 million reading sessions to 100 digital

magazine apps between January 2012 to February 2013.• Mobile viewing statistics were based on analysis of 19.6 billion video starts on 50 media websites in 2012.• Mobile shopping statistics were based on analysis of 500+ retail websites in December 2012.

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AppendixU.S. Smartphone Share of Visits by Operating System

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13iOS 37.0% 38.5% 39.8% 40.7% 42.1% 44.1% 43.8% 44.6% 46.1% 47.3% 48.0% 48.7% 49.7%

Android 52.8% 52.2% 51.2% 50.7% 49.7% 47.8% 49.3% 48.9% 47.7% 46.9% 46.4% 45.8% 45.3%Windows 1.3% 1.3% 1.4% 1.4% 1.3% 1.4% 1.2% 1.2% 1.2% 1.1% 1.1% 1.1% 0.9%RIM OS 4.1% 3.9% 3.6% 3.3% 3.0% 2.9% 2.7% 2.5% 2.2% 2.1% 1.8% 1.6% 1.5%Linux 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0%Symbian 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%Bada 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

U.S. Smartphone Share of Visits by Manufacturer

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13Apple 37.0% 38.5% 39.8% 40.7% 42.1% 44.1% 43.8% 44.6% 46.1% 47.3% 48.0% 48.7% 49.7%

Samsung 14.9% 15.3% 15.4% 15.4% 15.8% 16.4% 17.4% 18.2% 18.7% 19.2% 20.0% 20.8% 21.1%HTC 17.3% 16.5% 15.7% 15.1% 14.0% 13.2% 12.5% 11.9% 11.0% 10.1% 9.2% 8.4% 7.8%Motorola 11.9% 12.0% 11.8% 11.8% 11.8% 10.6% 11.1% 10.7% 10.1% 9.7% 9.2% 8.7% 8.4%Nokia 0.7% 0.7% 0.8% 0.9% 1.0% 1.0% 0.9% 1.0% 1.0% 1.0% 1.1% 1.2% 1.3%DoCoMo 0.0% 0.0% 0.0% 0.0% 0.0% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%Sony Ericsson

0.4% 0.4% 0.5% 0.5% 0.5% 0.4% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4%

LG 4.5% 4.3% 4.2% 4.2% 4.1% 3.7% 4.0% 3.8% 3.7% 3.6% 3.5% 3.4% 3.7%Huawei 0.8% 0.8% 0.8% 0.8% 0.8% 0.8% 0.9% 0.9% 0.9% 0.9% 0.9% 0.8% 0.8%ZTE 0.4% 0.4% 0.5% 0.5% 0.6% 0.5% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6%T-Mobile 1.9% 1.7% 1.6% 1.5% 1.4% 1.2% 1.2% 1.1% 0.9% 0.8% 0.7% 0.6% 0.5%RIM 4.1% 3.9% 3.6% 3.3% 3.0% 2.9% 2.7% 2.5% 2.2% 2.1% 1.8% 1.6% 1.5%Sony 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.1%Xiaomi 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%SHARP 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%Other 2.4% 2.2% 2.1% 2.0% 1.9% 1.7% 1.7% 1.7% 1.8% 2.0% 2.1% 2.3% 2.1%


U.S. Tablet Share of Visits by Operating System

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13iOS 68.8% 70.7% 70.4% 71.4% 72.9% 74.3% 75.8% 77.0% 78.1% 78.7% 77.6% 76.5% 77.4%

Android 27.2% 25.6% 26.3% 25.5% 24.5% 23.3% 22.1% 21.0% 20.0% 19.3% 20.4% 21.4% 21.0%Windows 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.1% 0.2% 0.3% 0.0%RIM OS 1.1% 1.2% 1.1% 1.0% 1.0% 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.5% 0.5%Linux 1.8% 1.7% 1.5% 1.3% 1.2% 1.0% 1.0% 0.9% 0.8% 0.7% 0.6% 0.5% 0.5%Symbian 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%Bada 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

U.S. Tablet Share of Visits by Manufacturer

Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13Apple 69.5% 71.5% 72.1% 73.0% 74.5% 73.3% 77.9% 79.2% 79.8% 80.4% 79.5% 78.6% 79.5%

Amazon 9.9% 8.6% 9.8% 9.5% 9.2% 7.6% 7.3% 6.5% 5.9% 5.5% 6.2% 6.9% 6.6%Samsung 4.2% 4.3% 3.9% 3.9% 3.8% 3.1% 3.6% 3.6% 3.8% 3.8% 4.0% 4.2% 4.4%Google 0.1% 0.8% 1.1% 1.3% 1.4% 1.7% 2.0% 2.0%

Acer 1.5% 1.6% 1.4% 1.4% 1.4% 1.0% 1.1% 1.0% 1.0% 0.9% 0.8% 0.8% 0.7%RIM 1.2% 1.3% 1.1% 1.0% 1.0% 0.8% 0.8% 0.7% 0.7% 0.6% 0.6% 0.5% 0.5%Motorola 2.2% 2.1% 1.8% 1.7% 1.5% 1.1% 1.2% 1.2% 1.1% 1.1% 0.9% 0.8% 0.7%Barnes and Noble

2.0% 2.0% 2.1% 2.1% 2.0% 1.5% 1.6% 1.4% 1.3% 1.3% 1.2% 1.0% 1.0%

Asus 1.9% 1.9% 1.7% 1.5% 1.4% 1.5% 1.4% 1.3% 1.3% 1.2% 1.2% 1.1% 1.0%Toshiba 1.6% 1.5% 1.4% 1.3% 1.2% 0.9% 1.0% 0.9% 0.9% 0.8% 0.7% 0.6% 0.6%HP 1.7% 1.6% 1.4% 1.2% 1.1% 0.9% 0.9% 0.8% 0.7% 0.6% 0.5% 0.4% 0.4%DoCoMo 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%Sony 0.2% 0.2% 0.2% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%Microsoft 0.0% 0.2% 0.3% 0.4% 0.4%

DELL 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0%Huawei 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

Lenovo 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.2% 0.1% 0.1% 0.2% 0.2% 0.2% 0.2%LG 0.1% 0.2% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

ADOBE DIGITAL INDEX

Appendix


Tablet manufacturers share of visits: February 2013

Apple Amazon Samsung Google Acer RIM Motorola Barnes & Noble Asus Toshiba HP DoCoMo Sony MS DELL Huawei Lenovo ZTE LG HTC U.S 77.8% 7.6% 4.4% 2.0% 0.7% 0.5% 0.8% 1.1% 1.0% 0.6% 0.5% 0.0% 0.2% 0.4% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0%

U.K 84.2% 3.2% 3.6% 3.1% 0.3% 1.4% 0.4% 0.0% 0.4% 0.1% 0.1% 0.0% 0.2% 0.2% 0.0% 0.0% 0.1% 0.0% 0.0% 0.1%Germany 81.8% 0.9% 7.2% 1.6% 1.8% 0.0% 0.5% 0.0% 0.7% 0.2% 0.0% 0.0% 0.5% 0.2% 0.0% 0.1% 0.0% 0.0% 0.0% 0.0%France 77.4% 0.3% 11.2% 1.2% 2.6% 0.2% 0.0% 0.0% 2.3% 0.3% 0.2% 0.0% 0.5% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%Japan 78.2% 1.3% 0.7% 3.9% 0.9% 0.0% 0.5% 0.0% 0.3% 0.4% 0.0% 8.2% 2.8% 0.1% 0.1% 0.0% 0.3% 0.0% 0.4% 0.0%China 81.6% 1.4% 6.8% 1.4% 0.7% 0.5% 0.5% 0.1% 1.0% 0.2% 0.1% 0.0% 0.4% 0.5% 0.1% 0.2% 0.3% 0.0% 0.0% 0.3%

Smartphone manufacturers share of visits: February 2013

Apple Samsung HTC Motorola Nokia DoCoMo Sony Ericsson LG Huawei ZTE T-Mobile RIM Sony Xiaomi SHARP Other U.S 49.5% 21.2% 7.8% 8.4% 1.3% 0.0% 0.4% 3.7% 0.8% 0.6% 0.5% 1.5% 0.1% 0.0% 0.0% 2.1%

U.K 53.5% 24.4% 6.9% 0.6% 2.7% 0.0% 2.6% 0.9% 0.2% 0.1% 0.1% 4.1% 0.6% 0.0% 0.0% 0.7%Germany 44.9% 33.8% 6.7% 0.8% 1.7% 0.0% 4.7% 1.7% 0.4% 0.0% 0.0% 0.4% 0.4% 0.0% 0.0% 1.9%France 51.0% 31.0% 2.8% 0.6% 1.7% 0.0% 3.9% 1.7% 0.0% 0.1% 0.0% 1.5% 0.4% 0.0% 0.0% 1.8%Japan 36.3% 2.5% 1.3% 0.0% 0.0% 32.7% 6.7% 1.1% 0.0% 0.0% 0.0% 0.0% 0.2% 0.0% 5.1% 10.8%China 32.0% 22.1% 6.5% 1.5% 7.2% 0.2% 2.0% 1.5% 2.1% 0.4% 0.1% 1.1% 0.3% 1.0% 0.1% 3.5%

Smartphone OS share of visits: February 2013

iOS Android Windows RIM Linux Symbian Bada OtherU.S 49.5% 45.5% 0.9% 1.5% 0% 0.2% 0% 2.5%

U.K 53.5% 37.2% 1.4% 4.1% 0% 0.4% 0.1% 3.3%Germany 44.9% 48.9% 1.1% 0.4% 0% 0.4% 0% 4.2%France 51.0% 41.2% 1.0% 1.5% 0.0% 0.3% 1.2% 3.8%Japan 36.3% 60.9% 0.0% 0.0% 0.0% 0.1% 0.0% 2.7%China 32.0% 49.6% 0.9% 1.1% 0.1% 3.8% 0.3% 12.2%

Tablet OS share of visits: February 2013

iOS Android Windows RIM OS Linux Other U.S 77.8% 20.5% 0.0% 0.5% 0.5% 0.7%

U.K 84.2% 13.8% 0.0% 1.4% 0.1% 0.4%Germany 81.8% 17.5% 0.0% 0.0% 0.0% 0.6%France 77.4% 22.0% 0.0% 0.2% 0.2% 0.1%Japan 77.2% 22.4% 0.0% 0.0% 0.0% 0.4%China 81.6% 17.3% 0.0% 0.5% 0.1% 0.5%

©2013 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Linux is the registered trademark of Linus Torvalds in the U.S. and other countries. Symbian and all Symbian based marks and logos are trademarks of Symbian Limited. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. All other trademarks are the property of their respective owners.

Documents

The State of Mobile Benchmarksuccess.adobe.com/assets/en/downloads/whitepaper/13926...Mobile devices have changed the way consumers interact with businesses. Marketers should understand