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 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.

Published in: Technology

2014 Mobile Behavior Report

  1. 1. Combining mobile device tracking and consumer survey data to build a powerful mobile strategy 2014 Mobile Behavior Report
  2. 2. The Mobile Consumer Survey: Objectives & Methodology
  3. 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. 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. 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. 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. 7. Device BreakdownDevice Breakdown by Hours
  8. 8. Device BreakdownDevice Breakdown by Age
  9. 9. 3.1 hrs3.3 hrs Average Hours Per Day Spent on Mobile Device
  10. 10. Activities on a Smartphone/Tablet: by Channel & Activity
  11. 11. Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
  12. 12. Mobile Usage by Device Type: Hours in the Day
  13. 13. Mobile Usage by Device Type: Day of the Week
  14. 14. Device Breakdown Access to content any way that I want it How Consumers Rate Mobile Brand Factors
  15. 15. Seamless experience across all my devices How Consumers Rate Mobile Brand Factors
  16. 16. Is a technology leader How Consumers Rate Mobile Brand Factors
  17. 17. Email from Brands
  18. 18. Purchase from a Brand’s Email
  19. 19. Location Sharing
  20. 20. Push Notifications
  21. 21. Business-Specific Apps
  22. 22. Text Messages
  23. 23. Social on Mobile
  24. 24. Mobile Optimized Websites
  25. 25. exacttarget.com/2014-mobile-behavior-report