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Want to build a powerful mobile experience for your customers? Look to the data. We tracked 470 voluntary consumers for a month to see how they used their smartphones and tablets to access the mobile web and mobile apps; we also asked them questions about how they use and view mobile devices in their lives. In this webinar deck, we share the real patterns in mobile behavior that we discovered through this research, as well as users’ own insights. Using this information, brands can begin crafting better experiences for all mobile users.
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Combining mobile device tracking and consumer survey data to build a powerful mobile strategy #etmobile
2014 Mobile Behavior Report
• Key Learnings: Mobile Consumer Behavior Report
• Channel Review: Consumer Behavior & Attitudes by Channel
• Q&A
Agenda
Key Learnings Mobile Customer Behavior Report
Tracked 470 peoplefrom Luth’s ZQ technology
Asked from January 6-14, 2014
Integrated data and survey responses
The Mobile Consumer Survey:Objectives & Methodology
What is Mobile?
• Consumers most frequently associate “mobile” with a smartphone/cell phone
• 85% said mobile devices are a central part of everyday life
• Consumers spend 3.3 hoursa day on their smartphones
The Role of Tablets
• 73% of smartphone owners also owned a tablet
• Ownership by income/age:
- 81% own tablet ($75-$100K)
- 79% own tablets ($100K+)
- 81% own tablets (aged 35-44)
• Time spent on devices increased when both were owned
3.1 hrs3.3 hrs
Average Hours Per Day Spent on Mobile Device
Device BreakdownHours Spent by Device & Income
Device BreakdownHours Spent by Device & Age
Activities on a Smartphone/Tablet: by Channel & Activity
Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
Mobile Usage by Device Type:Hours in the Day
Mobile Usage by Device Type:Day of the Week
Device Breakdown
Access to content any way that I want it
How Consumers Rate Mobile Brand Factors
Seamless experience across all my devices
How Consumers Rate Mobile Brand Factors
Is a technology leader
How Consumers Rate Mobile Brand Factors
Channel Review Consumer Behavior & Attitudes by Channel
Email from Brands
Purchase from a Brand’s Email
Location Sharing
Push Notifications
Business-Specific Apps
Text Messages
Social on Mobile
Mobile Optimized Websites
Recommendations / Next Steps 1. Segment your mobile strategy for at least three groups:
• Smartphone users
• Smartphone & tablet users
• Feature phone users (if applicable)
2. Match your customers’ mobile journeys to optimize conversion / ROI
• By device and device behavior
• By channel
• By daypart (morning, afternoon, night)
• By day of week
3. Ensure that your mobile strategy delivers “meaningful content” any way they want it.
Questions?Please type questions in the chat panel to both the ‘host & presenter'
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Download Full Report
http://bit.ly/2014mobilebehaviorreport
Text REPORT to 38767
Upcoming Webinars:
http://www.exacttarget.com/resource-center/webinars
March 27th Advanced Responsive DesignDesign tips, code and data for better email design
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April 29th Bridging the Digital DivideThe Role of the CMO in the Digital Era
exacttarget.com/2014-mobile-behavior-report