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  • 1. The State of Mobile BenchmarkAdobe Digital Index
  • 2. ADOBE DIGITAL INDEXMobile’s on the moveMobile devices have changed the way consumers interact withbusinesses. Marketers should understand the trends, strengths,and weaknesses of both tablets and smartphones in order topresent the right experience to the different mobile customers.Table of contentsMobile browsing01 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 countryMobile reading08 Digital magazine readership growth09 Engagement by device typeThe State of Mobile Benchmark - Q2 2013Mobile viewing10 Video on mobile devicesMobile social media11 Engagement on mobile devicesMobile shopping12 Conversion by mobile device type13 Glossary14 Methodology
  • 3. ADOBE DIGITAL INDEXMobile browsingTablet versus smartphone growthIn just three years, tablets have overtakensmartphones in the amount of traffic they drive.The findings:• Globally, websites are getting more traffic from tabletsthan smartphones.• Internet users view 70% more pages per visit whenbrowsing on a tablet vs. a smartphone.The opportunity:While tablet and smartphone consumers are both mobileusers, they behave very differently. Tablet users actuallybehave more like PC users in the way theybrowse and engage.The State of Mobile Benchmark - Q2 20131SHARE OF PAGE VIEWSTABLETPROJECTIONSMARTPHONEPROJECTION10%5%0%
  • 4. ADOBE DIGITAL INDEXMobile browsingTraffic share by countryConsumers all over the world are trying tabletsfor the first time. Internet users in westerncountries have adopted tablets rapidly, whiletheir counterparts in Asia prefer to browsevia 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 atablet 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 needto optimize your site for both the smartphone and tablet experiences.TABLET SMARTPHONEThe State of Mobile Benchmark - Q2 20132
  • 5. ADOBE DIGITAL INDEXMobile browsingTraffic share by industryConsumers’ preferences for tablets versussmartphones vary depending on the type of sitethey’re visiting. When shopping on retail ande-commerce sites, users prefer tablets. Telecomand media sites tend to be frequented more oftenby smartphone users.The findings:• Retail websites get the most tablet traffic followed by auto andtravel & hospitality sites.• Conversely, consumers prefer their smartphone when visitingboth telecom and media & entertainment sites.The opportunity:As tablets get smaller and smartphones get bigger you’ll need torely less on screen size and more on other cues like connection type(Wi-Fi vs. cellular) and referral source to determine the best webexperience to offer.The State of Mobile Benchmark - Q2 20133TABLET SMARTPHONEMOBILE TRAFFIC SHAREBY INDUSTRY10%5%0%
  • 6. ADOBE DIGITAL INDEXMobile browsingSmartphone operatingsystem by countryAndroid and iOS are becoming more dominantaround the world. Other competing platformsaccount for only a small percentage of the traffic.The findings:• AndroidTMand iOS account for nearly 90% of smartphonebrowsing in all six of the countries we observed.• RIM and Symbian® maintain their strongest footholds inthe 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.The State of Mobile Benchmark - Q2 20134iOSANDROIDRIMSYMBIANOTHER**SEE APPENDIXSHARE OF VISITS BY SMARTPHONE OPERATING SYSTEMFEBRUARY 2013
  • 7. ADOBE DIGITAL INDEXMobile browsingU.S. smartphoneoperating system growthEven as sales of Android devices increase, iOShas reemerged as the operating system mostoften used for browsing in the U.S.The findings:• Today, iOS accounts for 49% of smartphonebrowsing 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® maintainedits 1% share.The State of Mobile Benchmark - Q2 20135U.S. SMARTPHONE SHARE OF VISITSFEBRUARY 20134%2%0%60%40%20%0%iOS ANDROID RIMRIM WINDOWS SYMBIAN LINUX® BADA
  • 8. ADOBE DIGITAL INDEXMobile browsingSmartphone manufacturersby countryIn five of the six countries we featured, Appleand Samsung devices accounted for the majorityof smartphone website traffic. Japan was theonly outlier.The findings:• From February 2012 to February 2013, the share of online visitsfrom Samsung devices has grown at the expense of othermanufacturers who produce Android-based devices.• No manufacturer besides Samsung and Apple has gainedmore 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.The State of Mobile Benchmark - Q2 20136APPLE SAMSUNG HTC MOTOROLA RIMAPPLESAMSUNGHTCDOCOMOOTHER**SEE APPENDIXSHARE OF VISITS BY SMARTPHONE MANUFACTURERSFEBRUARY 201340%20%0%
  • 9. iOS ANDROID WINDOWS LINUX RIMADOBE DIGITAL INDEXMobile browsingTablet operating systemsby countryWhen it comes to browsing on tablets, Applehas a commanding lead in all six of thecountries we featured.The findings:• iOS dominates tablet browsing with over 77% of the sharein the six countries measured, and continues to increase itsshare 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 inNovember 2012.The State of Mobile Benchmark - Q2 20137iOSANDROIDOTHER**SEE APPENDIXSHARE OF VISITS BY TABLET OPERATING SYSTEMFEBRUARY 2013100%80%60%40%20%0%
  • 10. ADOBE DIGITAL INDEXMobile readingDigital magazinereadership growthPublishers of digital print content are enjoyingsteady growth in readership due in part torelease of new devices and further adoptionof digital magazines.The findings:• From August 2012 to February 2013, there was a 200% averagegrowth in readers of digital publishing apps.The State of Mobile Benchmark - Q2 20138SECOND QUARTILETHIRD QUARTILEAVERAGE PUBLICATIONAVERAGE REACH GROWTHAUGUST 2012 - FEBRUARY 2013
  • 11. ADOBE DIGITAL INDEXMobile readingEngagement by device typeMost digital magazine consumers read with tablets.Tablet use leads to more frequent, in-depth, andlonger reading sessions compared to smartphones.The findings:• Seventy-five percent of reading sessions occur on tablets,and 23% on smartphones. When compared to smartphonereaders, tablet readers:_Open their app twice as often per month_Read three times as many pages each time they readThe State of Mobile Benchmark - Q2 20139READING SESSION USAGEFEBRUARY 2013FREQUENCYREADS/MONTHENGAGEMENTPAGES/READ1.72.910.030.3
  • 12. ADOBE DIGITAL INDEXMobile viewingVideo on mobile devicesMobile video consumption is on the rise. By Q4 2012,mobile video starts—including both smartphonesand tablets—have tripled year over year and currentlyaccount 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 invideo starts.The opportunity:The growing mobile audience provides incremental engagement andrevenue opportunities for advertising. Tablet viewers, in particular, areearly adopters who typically spend more money, book more trips, andconsume more media content. Publishers can capitalize on this targetaudience with high CPMs and incremental impressions.The State of Mobile Benchmark - Q2 201310ALL MEDIA VIDEO VIEW RATEVideo view rate is defined as video starts divided by visits.SHARE OF VIDEO STARTSShare of video starts are definedas the device type video startsdivided by total video starts.96.9% PC1.8% TABLET1.3% SMARTPHONE89.6% PC6.5% TABLET3.9% SMARTPHONE
  • 13. MOBILE SHARE OF NEW PAGE LIKESJANUARY 2012 - APRIL 2013ADOBE DIGITAL INDEXMobile social mediaEngagement on mobile devicesMobile accounts for a growing share of social mediaengagement. Mobile consumers like the stridesFacebook is making to improve the user experienceon 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 specificoffers on social media channels to reinforce thisnatural affinity.The State of Mobile Benchmark - Q2 201311
  • 14. ADOBE DIGITAL INDEXMobile shoppingConversion by mobile device typeWhen shopping online, consumers use tablets likea PC to compare products and make the purchase.They use smart­phones for quick references likeprice checks and finding store locations.The findings:• Conversion rates on tablets are three times greaterthan on smartphones.• Tablet conversion rates still don’t match those of PCs.The opportunity:Differences in conversion rates point to the use casesshoppers have in mind when they choose to use a tabletor a smartphone. Retailers should not treat all mobile visitsthe same.The State of Mobile Benchmark - Q2 201312RETAIL CONVERSIONDECEMBER 2012
  • 15. ADOBE DIGITAL INDEXGlossary• 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.The State of Mobile Benchmark - Q2 201313
  • 16. ADOBE DIGITAL INDEXMethodologyThe 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+ websitesworldwide between January 2012 to February 2013.• Mobile reading statistics were based on analysis of 223.5 million reading sessions to 100 digitalmagazine 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.Visit our website:adobe.com/go/digital_indexRead our blog:blogs.adobe.com/digitalmarketing/?s=digital+indexFollow us:@AdobeMktgCloudAsk a question or make a suggestion:digindex@adobe.comThe State of Mobile Benchmark - Q2 201314
  • 17. ADOBE DIGITAL INDEXAppendixU.S. Smartphone Share of Visits by Operating SystemFeb-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 ManufacturerFeb-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%SonyEricsson0.4% 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%The State of Mobile Benchmark - Q2 2013U.S. Tablet Share of Visits by Operating SystemFeb-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 ManufacturerFeb-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%BarnesandNoble2.0% 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%
  • 18. ADOBE DIGITAL INDEXAppendixThe State of Mobile Benchmark - Q2 2013Tablet manufacturers share of visits: February 2013Apple Amazon Samsung Google Acer RIM Motorola Barnes & Noble Asus Toshiba HP DoCoMo Sony MS DELL Huawei Lenovo ZTE LG HTCU.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 2013Apple Samsung HTC Motorola Nokia DoCoMo Sony Ericsson LG Huawei ZTE T-Mobile RIM Sony Xiaomi SHARP OtherU.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 2013iOS 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 2013iOS Android Windows RIM OS Linux OtherU.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 theU.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.