2014 Mobile Behavior Report

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2014 Mobile Behavior Report

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Digital mobility and connectivity become more important every day. To learn more about the true current state of mobile behavior, we tracked 470 voluntary consumers for a month on their smartphones......

Digital mobility and connectivity become more important every day. To learn more about the true current state of mobile behavior, we tracked 470 voluntary consumers for a month on their smartphones and tablets; we also asked them questions about how they use and view mobile devices in their lives. Tracking patterns combined with users’ own insights can help brands shape better experiences for all mobile users.

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  • 1. Combining mobile device tracking and consumer survey data to build a powerful mobile strategy 2014 Mobile Behavior Report
  • 2. The Mobile Consumer Survey: Objectives & Methodology
  • 3. Tracked 470 people from Luth’s ZQ technology Asked from January 6-14, 2014 Integrated data and survey responses The Mobile Consumer Survey: Objectives & Methodology
  • 4. 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 hours a day on their smartphones
  • 5. 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
  • 6. Leadership in Mobile • More than nine out of ten consumers say that access to content however they want it is somewhat or very important; 59% say it’s very important • 83% say a seamless experience across all devices is somewhat or very important
  • 7. Device BreakdownDevice Breakdown by Hours
  • 8. Device BreakdownDevice Breakdown by Age
  • 9. 3.1 hrs3.3 hrs Average Hours Per Day Spent on Mobile Device
  • 10. Activities on a Smartphone/Tablet: by Channel & Activity
  • 11. Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
  • 12. Mobile Usage by Device Type: Hours in the Day
  • 13. Mobile Usage by Device Type: Day of the Week
  • 14. Device Breakdown Access to content any way that I want it How Consumers Rate Mobile Brand Factors
  • 15. Seamless experience across all my devices How Consumers Rate Mobile Brand Factors
  • 16. Is a technology leader How Consumers Rate Mobile Brand Factors
  • 17. Email from Brands
  • 18. Purchase from a Brand’s Email
  • 19. Location Sharing
  • 20. Push Notifications
  • 21. Business-Specific Apps
  • 22. Text Messages
  • 23. Social on Mobile
  • 24. Mobile Optimized Websites
  • 25. exacttarget.com/2014-mobile-behavior-report