U.S. Mobile Benchmark Report
ADOBE DIGITAL INDEX | 2014
80%
40%

Methodology
Report based on aggregate and anonymous data across retail, media, entertainment, !nancial service,
and travel websites.
Behavioral data from Adobe Marketing Cloud solutions; website traffic trends via Adobe Analytics and
mobile app usage pa#erns from Adobe Mobile Services.
• 18+ billion visits to U.S. consumer facing websites in June, 2014.
• More than 1 trillion visits since 2008.
• 700 million mobile app use sessions.
• 10,000+ US websites and apps under measurement.
Survey (Sentiment) Data:
• Over 3000 mobile users spread across US, Canada, UK, France & Germany.
• Over 100 mobile marketers working for US companies.
©2014 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. iPhone is trademarks of Apple
Inc, registered in the US and other countries. All other trademarks are the property of their respective owners.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014

Key !ndings
1. iPhone screen size has to increase: Without the introduction of a larger phone, Apple’s browser share
may decline further. Consumers prefer to browse on phones with 5” or larger screens. Browsing on 4”
devices fell by 11% YoY.
2. Pinterest is the most mobile social network: Outpacing Facebook, Pinterest is the most mobile social
network with 64% of its referred traffic coming from mobile browsers. Tumblr referrals produce the
highest revenue per visit (RPV) from mobile devices – well ahead of Facebook.
3. iMessage sharing up 259%: Users of digital magazine apps use person-to-person article sharing via text
messaging twice as o$en as sharing via Social. While iMessage sharing is up, sharing via Facebook is
down 43%.
4. Cellular networks on decline: For the !rst time, more than 50% of web browsing via smartphones and
93% of browsing via tablets come from wi-!.
5. Bounce rates high on mobile: Bounce rates for referrals from social networks are much higher on mobile
devices than desktops – 61% vs. 53%. Marketers are cautioned to track mobile ad bounce rates.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014

BROWSING SHARE BY PHONE SIZE
(MAY 2013 - MAY 2014)
< 4 INCHES > 4 INCHES
BROWSING SHARE PAGE VIEWS
(JUNE 2007 - JUNE 2014)
PHONE
65%
15%
10%
TABLET
MOBILE WEB
Screen size and browsing share
Without larger screen phone, Apple’s browser
share may further decline.
• Phones with larger screens (>4”) drive higher web traffic
than ever before.
• Browsing on smaller phones (≤4”) down over
11% YoY.
Tablet browsing has &a#ened.
• A year ago, tablet browsing surpassed smartphones and
was expected to continue to outpace smartphones.
• Consumers choose to browse more on bigger screen
phones now than tablets.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014

MOBILE WEB
Mobile browsers
Chrome has grown at the expense of Safari
and AndroidTM browser.
• Chrome’s share up 5.7%.
• Safari’s share fell by 2.6%.
• Android Browser’s share fell 0.9%.
Safari still drives more traffic than all other
mobile browsers combined.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
60%
30%
10%
2.8% 1.8%
20.3%
14.3%
(APRIL 2014) 2.6%
MOBILE BROWSER SHARE
MOBILE BROWSER SHARE
(DECEMBER 2013 - MAY 2014)
SAFARI ANDROID CHROME OPERA INTERNET EXPLORER OTHER
SAFARI
5.7%
CHROME
+
-
59.1%
1.8%

80%
TABLET
40% 40%
OTHER IOS
DEVICE USE BY OS
3%
7% 5%
SMARTPHONE TABLET
54% 80%
DEVICE USE BY MANUFACTURER
54%
SMARTPHONE
ANDROID IOS ANDROID OTHER
APPLE SAMSUNG LG MOTOROLA
HTC
NOKIA ZTE
AMAZON GOOGLE OTHER
24%
6%
1%
5%
2%
5%
2%
6%
MOBILE WEB
Browsing share by device manufacturer
Apple still drives the majority of mobile visits to
U.S. websites.
• iPhone© drives 54% of smartphone traffic.
• iPad drives 80% of tablet traffic.
Samsung is #2 for both smartphone and tablets.
• Besides Apple, Samsung users browse more than all other
smartphone users combined.
3rd place is up for grabs.
• Amazon tablets are the third most popular with 5% of visits.
• For Smartphones, LG follows Apple and Samsung.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014

MOBILE WEB
Mobile and social networks
• 64% of Pinterest’s referred traffic comes from
mobile browsers, ahead of Facebook.
• 62% of Twi#er referrals are from tablets
and smartphones.
• 36% of all social referred visits to retailers
come from a tablet or smartphone.
Tumblr referrals produce highest revenue per
visit (RPV) from mobile devices.
Bounce rates for referrals from social networks
are higher on mobile devices than desktops
(61% vs. 53%).
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
PINTEREST
50%
25%
$2.00
$1.00
78%
PC
TUMBLR FACEBOOK TWITTE
SHARE OF VISITS REFERRED TO WEBSITES BY DEVICE TYPE
2.57
TABLET
TUMBLR FACEBOOK TWITTER PINTEREST
REVENUE PER VISIT (RPV) REFERRED TO RETAIL WEBSITES BY DEVICE TYPE
SMARTPHONE TABLET PC
$
R

MOBILE APPS
Content sharing
Personalized content sharing (text messaging,
email) is more popular than group sharing via
Social – 70% vs. 30%.
• iMessage sharing up 259%.
• Pinterest sharing up 131%.
• Email sharing up 5.2%.
• Facebook sharing down 42.6%.
• URL link sharing down 26.8%.
• Twi#er sharing down 22.6%.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
70%
30%
50%
25%
Q3 201 4 2013 Q1 201 2 2014
PERSONALIZED MESSAGE GROUP MESSAGE
Q3 201 4 2013 Q1 201 2 2014
DIGITAL MAGAZINE SOCIAL SHARING ME THODS
EMAIL iMESSAGE LINK (URL) FACEBOOK PINTEREST TWITTER
+259%
iMESSAGE
Sharing behavior is
progress towards a
more personalized
experience.
Q Q
Q Q
3
3
4
4

MOBILE WEB
Cellular vs. wi-!
As cell data charges increase, more consumers
choose to browse via wi-!.
• Over 50% of smartphone browsing now comes from wi-!.
• 93% of tablet browsing uses wi-! rather than cellular data.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
43% 7%
SMARTPHONE TABLET
93%
50%
40%
JANUARY 2013
JUNE 2014
PHONE BROWSING BY CONNECTION TYPE
(JANUARY 2013 - JUNE 2014)
CELL WIFI
57%

MOBILE SURVEY
Mobile geo targeting trends
iBeacons and Geo targeting are becoming
mainstream.
• iBeacons: 18% of mobile marketers already use Apple
iBeacons (Expected to double in ’15 to 36%).
• Geo targeting (GPS): 49% of marketers already use device
position to deliver content (37% plan to add it over next
12 months).
“Mobile Elite” user trends.
• 22% used mobile wallets in last 3 months (14% of average
mobile users).
• 13% used apps with augmented reality in last 3 months
(9% of average mobile users).
• 36% used mobile assisted in-store shopping (33% of
average mobile users).
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
49%
of marketers already
use device position to
deliver content.
17%
18%
28%
36%
37%
49%
8%
7%
REQUEST GPS LOCATION DATA USE OF iBEACON TECHNOLOGY
CURRENTLY USING NO, BUT PLAN TO USE IN NEXT 12 MONTHS
NO, AND NO PLANS TO USE IN NEXT 12 MONTHS NOT SURE

10%
53%
1-10 APPS
NONE 1-10 APPS 11-20 APPS 21-40 APPS 41-60 APPS >60 APPS
CURRENTLY AVAILABLE FOR DOWNLOAD PER ORGANIZATION
(n=103, mean:*19)
MOBILE SURVEY
Mobile app publishing trends
• 53% of companies have 1-10 mobile apps (17% have 40+
mobile apps for download).
• iOS apps lead with 67% of respondents publishing to the
Apple App Store (Google Play 61%).
• Only 3% of companies admit to only refreshing mobile
apps annually or less o$en.
On average, mobile marketers spend:
• $5.5 million/year on mobile app.
• $4.9 million/year on mobile websites.
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014