Mobile Today General Smartphone usage 81% browse the Internet 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at homeSource: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html
Mobile TodayUS Only 25% of mobile users are mobile only 25% downloaded apps are never used again 55% apple/android - $$ is the top factorUsability of Mobile 64% success rate on mobile website 76% success rate on mobile apps
Mobile Today Mobile users reported a preference for mobile browsers for virtually all mobile content. Games, music and social media only categories prefer app than mobile web. Mobile users would rather fire up a browser than a dedicated app. http://www.urmobile.com
The Mobile TravelerPLANNING and BOOKING STAGESTop mobile flight-related activities while planning atrip: Checked airfare prices: 26% Looked up a phone number: 25% Checked flight schedules: 25% Researched airport information: 24% Received price alerts for flights: 19% Booked a flight: 18%
The Mobile TravelerDURING TRIP STAGETravellers using a mobile device to check flightstatus: 2011: 30% 2012: 50%Travellers using a mobile device to check in for aflight: 2011: 17% 2012: 30%
The Business/Technical PerspectiveMobile Websites Functionality: can be accessed quickly and easily. Usability: Accessible on any phone with a web browser Increasing the usability of the website is essential; just because mobile websites can be accessed on any mobile device doesnt mean that users will want to access the website if it doesnt have a good design. Discoverability: Mobile websites come up in web searches. Many mobile websites are also being accessed via social media websites and e-mail, so it is also important to divert users directly to the mobile site and not the standard version which can be more difficult to use, thus removing the convenience factor.Mobile Applications Functionality: A major advantage of mobile applications is the specialized functionality that they offer. Mobile apps can use the special features of a mobile device, such as GPS, camera, video or phone capabilities. Usability: Apps have a much higher usability than many mobile websites and offer a more engaging and integrated experience with users. An advantage is guaranteed to work on each device Discoverability: A big disadvantage of mobile apps is the fact that users must find them and then download and install the application. Apps can therefore be good for established brands with an existing customer base that will receive added value from the application.
Mobile App versus WebSouthwest Airlines – Different User Experience