Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Table of Contents
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017 2
U.S. Mobile Insights
03 The U.S. is no longer brin...
TRENDS AT HOME
The U.S. no longer brings new users to the Internet
Website traffic in the United States
stays flat
 -0.4%...
APPS AS A RETENTION STRATEGY
Industry Apps Morph Into Loyalty Play
5/10 apps are used more than ten times (ADI
Mobile Benc...
FIRST LOOKS
Google AMP catching on with US consumers
Consumers have welcomed this
technology as a quick and efficient
way ...
THE JANUARY EFFECT
Mobile Traffic Surges Each January
The New Year drives a mobile surge
 Smartphone and tablet traffic i...
THE JANUARY EFFECT
App Usage Spikes Around the Globe Each New Year
The January Effect is a global phenomenon
 December 20...
THE JANUARY EFFECT
Regardless of Economics, January Brings Growth
No matter a country’s circumstances, January brings a bo...
SMARTPHONE LEADERS
Developing Nations Rapidly Adopt Smartphones
Consumers in developing nations going
straight to smartpho...
THE INTERNET ABROAD
Smartphones Drive Global Growth with 500 Million New Internet Users
Booming smartphone growth in India...
MOBILE PREDICTIONS
China and Brazil will lead the global smartphone charge
Expected smartphone
share of traffic by 2018
37...
TABLETS FOR THE AFFLUENT
Tablets Historically See Usage From Affluent Countries
Tablets prove to be a commodity only the
a...
THE TABLET TALE
Tablets failed to make comeback around the world
The 2016 holiday season saw steep
discounts
• Black Frida...
Methodology
Adobe
Analytics
Most comprehensive and accurate report of its kind in industry
 Report based on analysis of o...
Glossary
1. Countries Analyzed: AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, HK, IN, ID, IR, IT, JA,
MX, NL, NZ, NO, PE...
Data Tables
Tablet Traffic Growth (APAC, Jan 2014 – Dec 2016) Tablet Share of Traffic (APAC, 2014-2016)
2014-01 2014-02 20...
Data Tables
Smartphone Traffic Growth (APAC, Jan 2014 – Dec 2016) Smartphone Share of Traffic (APAC, 2014-2016)
2014-01 20...
Data Tables
Smartphone Traffic Growth (Europe, Jan 2014 – Dec 2016) Smartphone Share of Traffic (Europe, 2014-2016)
2014-0...
Data Tables
Tablet Traffic Growth (Europe, Jan 2014 – Dec 2016) Tablet Share of Traffic (Europe, 2014-2016)
2014-01 2014-0...
Adobe Digital Insights: Mobile Landscape A Moving Target
Adobe Digital Insights: Mobile Landscape A Moving Target
Upcoming SlideShare
Loading in …5
×

Adobe Digital Insights: Mobile Landscape A Moving Target

35,606 views

Published on

New analysis by the Adobe Digital Insights (ADI) team reveals some noteworthy shifts in the mobile landscape.

Published in: Mobile
  • Awesome lonely girl looking for fun on webcam with the you now - www.xslideshare.usa.cc
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Adobe Digital Insights: Mobile Landscape A Moving Target

  1. 1. Table of Contents ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017 2 U.S. Mobile Insights 03 The U.S. is no longer bringing new users to the Internet 04 Industry apps morph into loyalty play 05 Google AMP catches on with U.S. consumers 06 The January Effect 13 Tablets failed to make a comeback in the U.S. and around the world Appendix 15 Methodology 16 Glossary 17 Data Tables Global Mobile Insights 07 App usage spikes around the globe each new year 08 Regardless of economy, January Effect occurs 09 Developing nations rapidly adopt smartphones 10 Smartphones drive global growth of 500M new users 11 China & Brazil will lead global smartphone charge 12Tablets historically see usage from affluent countries
  2. 2. TRENDS AT HOME The U.S. no longer brings new users to the Internet Website traffic in the United States stays flat  -0.4% over the past 36 months  3 out of 4 people already access the Internet (Source: Internet Live Stats) Smartphone visits continue to grow at the expense of other devices  Smartphone visits have grown 69% since 2014  Desktop and tablets both lost ground (down 23% and 19% since 2014, respectively) The January Effect  Surges in smartphone traffic (7%) and app installs (8%) each new year provide an opportunity for brands ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  3. 3. APPS AS A RETENTION STRATEGY Industry Apps Morph Into Loyalty Play 5/10 apps are used more than ten times (ADI Mobile Benchmark Report 2016)  Yet apps are often deleted because they’re not useful, there are better apps, or never used (ADI Mobile Survey 2016) New and repeat use of apps proves difficult to capture  App installs have decreased -38% in the last two years  App launches have decreased -28% in the past two years The United States sets model for the future  Given the US’s decline in app usage, other countries will soon follow  Larger countries like the UK and France have reached a plateau with app usage and are poised to decline in the coming years ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  4. 4. FIRST LOOKS Google AMP catching on with US consumers Consumers have welcomed this technology as a quick and efficient way to access content on mobile devices  Top US publishers now see 7% of all their traffic (across devices) through Google AMP  Since April 2016 when usage began picking up, Google AMP has seen 405% growth through Dec 2016  In November during the election season, traffic showed an 896% spike ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  5. 5. THE JANUARY EFFECT Mobile Traffic Surges Each January The New Year drives a mobile surge  Smartphone and tablet traffic increase 7% and 6% month-over-month, respectively (January 2017, US) Excitement tapers, but the upside remains  Excitement levels off in February, as mobile traffic decreased 9% month-over-month (February 2016, US)  Marketers can capitalize on the surge of mobile and app traffic and create strategies to retain the surge throughout the year ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  6. 6. THE JANUARY EFFECT App Usage Spikes Around the Globe Each New Year The January Effect is a global phenomenon  December 2015 to January 2016 saw an app install spike of 10%  Smart devices received at Christmas appear to be generating excitement for apps, but their usage decreases as the year passes ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  7. 7. THE JANUARY EFFECT Regardless of Economics, January Brings Growth No matter a country’s circumstances, January brings a boost to traffic  Tablets see more benefits in affluent countries and smartphones see bigger boosts in developing countries ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  8. 8. SMARTPHONE LEADERS Developing Nations Rapidly Adopt Smartphones Consumers in developing nations going straight to smartphones  34% higher smartphone share growth compared to affluent nations  Without the infrastructure needed for desktop web, many are mobile first when accessing the Internet Brazil and Argentina are the fastest growers for smartphone share of traffic  Brazil: Smartphone share of traffic grew 44% YoY for a total of 36%  Argentina: Smartphone share of traffic grew by 43% YoY for a total of 33% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  9. 9. THE INTERNET ABROAD Smartphones Drive Global Growth with 500 Million New Internet Users Booming smartphone growth in India, China and Brazil is the exclusive driver of new internet users  Every country measured saw smartphone traffic grow by at least 60% since 2014  India drove 269M users alone, as smartphone traffic increased by 290% (Desktop traffic is down 6% since 2014, tablet holds steady at 3% growth) Desktop and tablet traffic fall across the globe  Global desktop down 10% since 2014, US down 23%  Global tablet down 8% since 2014, US down 19% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  10. 10. MOBILE PREDICTIONS China and Brazil will lead the global smartphone charge Expected smartphone share of traffic by 2018 37% UP 6% 45% UP 9% 46% UP 6% 41% UP 6% 41% UP 5% China Brazil India Malaysia New Zealand Slower growth rate, but each % brings millions Following in Chile’s footsteps No signs of growth slowing Both have historically lagged behind APAC counterparts but growth is ramping up ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  11. 11. TABLETS FOR THE AFFLUENT Tablets Historically See Usage From Affluent Countries Tablets prove to be a commodity only the affluent could afford  Tablets have persisted in affluent countries since 2014  All of the top 10 countries for tablet share are above $30,000 GDP per capita  Asia and South America have dropped tablets for the much more convenient and cheaper smartphones None of the countries analyzed have seen growth in tablet share of traffic  While no true gains have been made, tablets has established a foothold in the northern European countries and Canada ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  12. 12. THE TABLET TALE Tablets failed to make comeback around the world The 2016 holiday season saw steep discounts • Black Friday: discounts 92% higher vs. 2015, resulting in price decreases of 25% Despite lower prices, tablet share of traffic in 2016 decreased or stayed flat in every country around the world Tablet Share of Traffic 2014 2015 2016 US 10% 9% 8% UK 16% 15% 13% India 6% 5% 3% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  13. 13. Methodology Adobe Analytics Most comprehensive and accurate report of its kind in industry  Report based on analysis of over 1.7 trillion visits to over 16,000 websites from January 2014 to January 2017  Over 130 billion app launches from over 1000 apps from January 2014 to January 2017  Dozens of countries of analyzed, including the United States and countries within the European and Asia-Pacific regions Data from different Adobe Marketing Cloud solutions: Based on analysis of aggregated and anonymous data Adobe Marketing Cloud Adobe Mobile Services ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  14. 14. Glossary 1. Countries Analyzed: AR, AU, BE, BR, CA, CL, CN, CO, DK, FI, FR, DE, HK, IN, ID, IR, IT, JA, MX, NL, NZ, NO, PE, PH, PO, PT, RU, SG, ZA, KP, ES, SE, CH, TW, TH, TR, UA, GB, US, VE 2. Affluent Countries: Defined as any country with $30,000+ in GDP per capita 3. Developing Countries: Defined as any country with $29,999 or less in GDP per capita 4. App Launch: Any time an app is opened by a user on their smart device 5. App Install: Any time an app is downloaded onto a users smart device 6. App Analyses: Sample excludes social media and messaging apps ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  15. 15. Data Tables Tablet Traffic Growth (APAC, Jan 2014 – Dec 2016) Tablet Share of Traffic (APAC, 2014-2016) 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12 Australia 0% -9% 4% 0% 3% 4% 8% 13% 9% 8% 3% 4% China 0% 2% 8% -2% 10% 3% 14% 14% 9% 2% -2% -2% India 0% -9% 3% 7% 9% 8% 24% 22% 25% 41% 24% 26% Japan 0% -7% 8% 1% 5% 5% 8% 11% 13% 16% 11% 13% New Zealand 0% -9% 4% -3% -2% -4% -1% 4% -3% 1% 1% 2% United States 0% -7% 2% -7% -7% -9% -4% -1% -1% -2% 1% 2% 2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12 Australia 17% 3% 12% 12% 15% 13% 15% 16% 10% 13% 11% 10% China -2% -13% 12% -10% -11% -11% -13% -5% -11% -12% -19% -24% India 35% 18% 31% 25% 29% 29% 40% 43% 40% 50% 28% 21% Japan 23% 17% 27% 21% 26% 22% 25% 26% 28% 27% 22% 23% New Zealand 17% 6% 20% 15% 15% 9% 13% 13% 4% 7% 7% 1% United States 10% -1% 6% -4% -5% -7% -5% -5% -10% -10% -7% -8% 2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12 Australia 22% 7% 15% 13% 13% 11% 12% 11% 4% 7% 1% 0% China -19% -34% -28% -38% -39% -34% -40% -44% -32% -35% -37% -12% India 29% 15% 23% 18% 16% 16% 20% 15% 8% 25% -5% 3% Japan 30% 25% 35% 27% 32% 28% 32% 27% 24% 21% 18% 20% New Zealand 14% 6% 11% 5% 5% 3% 5% 0% -6% -4% -4% -9% United States -1% -11% -8% -14% -15% -19% -18% -16% -19% -20% -19% -19% 2014 2015 2016 Australia 11% 10% 9% China 6% 4% 3% India 6% 5% 3% Japan 6% 6% 6% New Zealand 11% 10% 9% South Korea 3% 3% 3% United States 10% 9% 8% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  16. 16. Data Tables Smartphone Traffic Growth (APAC, Jan 2014 – Dec 2016) Smartphone Share of Traffic (APAC, 2014-2016) 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12 Australia 0% -8% 9% 3% 11% 11% 14% 20% 22% 31% 29% 32% China 0% 6% 20% 17% 30% 19% 39% 56% 59% 58% 69% 73% India 0% -5% 14% 14% 21% 31% 46% 56% 56% 65% 67% 70% Japan 0% -6% 11% 5% 11% 8% 13% 13% 14% 19% 16% 20% New Zealand 0% -9% 2% 2% -2% 13% 22% 31% 27% 34% 37% 51% South Korea 0% 13% 22% 20% 18% 13% 25% 24% 33% 28% 34% 46% United States 0% -6% 4% 1% 3% 3% 9% 12% 14% 19% 21% 25% 2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12 Australia 47% 34% 54% 53% 61% 60% 67% 68% 65% 70% 77% 77% China 83% 86% 152% 136% 142% 144% 159% 168% 194% 181% 152% 162% India 82% 76% 120% 129% 138% 140% 148% 154% 152% 166% 152% 154% Japan 30% 24% 39% 34% 36% 36% 41% 40% 42% 43% 42% 45% New Zealand 65% 55% 98% 84% 83% 92% 113% 115% 107% 109% 107% 127% South Korea 53% 52% 62% 53% 56% 58% 76% 72% 70% 87% 85% 102% United States 35% 26% 42% 34% 37% 39% 46% 45% 41% 45% 48% 49% 2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12 Australia 94% 76% 92% 92% 98% 94% 106% 109% 104% 112% 109% 105% China 173% 162% 185% 166% 166% 202% 175% 161% 188% 184% 194% 222% India 178% 157% 174% 170% 193% 202% 236% 244% 252% 259% 261% 293% Japan 52% 47% 62% 51% 55% 55% 60% 55% 66% 63% 58% 65% New Zealand 145% 139% 171% 169% 161% 162% 180% 171% 159% 151% 147% 157% South Korea 101% 109% 130% 138% 128% 126% 149% 111% 114% 113% 116% 120% United States 56% 48% 60% 58% 62% 62% 70% 73% 67% 65% 65% 69% 2014 2015 2016 Australia 27% 33% 39% China 18% 24% 31% India 20% 31% 40% Japan 35% 42% 47% New Zealand 17% 27% 36% South Korea 30% 35% 43% United States 25% 31% 37% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  17. 17. Data Tables Smartphone Traffic Growth (Europe, Jan 2014 – Dec 2016) Smartphone Share of Traffic (Europe, 2014-2016) 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12 France 0% -5% 4% 4% 15% 13% 23% 26% 28% 38% 44% 53% Germany 0% -10% 5% 5% 17% 10% 13% 17% 28% 39% 42% 56% Norway 0% -7% 6% -2% 8% 17% 17% 39% 31% 44% 56% 64% Sweden 0% -11% -8% -15% -9% -11% 0% 2% 1% 12% 9% 15% United Kingdom 0% -8% 1% -1% 6% 2% 7% 13% 16% 24% 24% 24% United States 0% -6% 4% 1% 3% 3% 9% 12% 14% 19% 21% 25% 2014 2015 2016 France 14% 21% 26% Germany 15% 22% 29% Norway 20% 28% 34% Sweden 25% 32% 39% United Kingdom 24% 32% 37% United States 25% 31% 37% 2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12 France 132% 111% 124% 114% 123% 136% 148% 145% 140% 158% 160% 180% Germany 129% 111% 125% 118% 124% 122% 134% 132% 141% 160% 162% 185% Norway 106% 91% 101% 95% 103% 115% 111% 131% 120% 135% 155% 158% Sweden 59% 57% 63% 53% 53% 55% 68% 70% 66% 72% 78% 83% United Kingdom 69% 60% 70% 66% 68% 69% 76% 77% 81% 91% 85% 83% United States 56% 48% 60% 58% 62% 62% 70% 73% 67% 65% 65% 69% 2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12 France 69% 46% 61% 60% 72% 74% 89% 92% 92% 100% 101% 117% Germany 63% 46% 61% 53% 63% 64% 71% 71% 79% 94% 99% 117% Norway 77% 57% 72% 58% 73% 80% 73% 90% 97% 99% 108% 115% Sweden 23% 15% 25% 22% 22% 24% 40% 33% 37% 42% 46% 51% United Kingdom 36% 23% 38% 33% 42% 39% 45% 47% 46% 56% 59% 57% United States 35% 26% 42% 34% 37% 39% 46% 45% 41% 45% 48% 49% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
  18. 18. Data Tables Tablet Traffic Growth (Europe, Jan 2014 – Dec 2016) Tablet Share of Traffic (Europe, 2014-2016) 2014-01 2014-02 2014-03 2014-04 2014-05 2014-06 2014-07 2014-08 2014-09 2014-10 2014-11 2014-12 France 0% -10% -2% -3% 5% 6% 8% 2% 8% 11% 16% 17% Germany 0% -11% -1% -6% 1% -3% -1% 3% 8% 14% 13% 22% Norway 0% -13% -8% -18% -13% -5% -18% -5% -9% -1% 2% 10% Sweden 0% -12% -3% -12% -6% -8% -10% -2% -2% 1% -1% -5% United Kingdom 0% -12% -6% -7% -5% -9% -7% 0% -3% 2% 2% 1% United States 0% -7% 2% -7% -7% -9% -4% -1% -1% -2% 1% 2% 2014 2015 2016 France 12% 11% 10% Germany 10% 11% 10% Norway 14% 13% 12% Sweden 11% 11% 10% United Kingdom 16% 15% 13% United States 10% 9% 8% 2016-01 2016-02 2016-03 2016-04 2016-05 2016-06 2016-07 2016-08 2016-09 2016-10 2016-11 2016-12 France 31% 14% 19% 12% 14% 15% 11% 7% 5% 10% 11% 12% Germany 35% 20% 23% 17% 16% 9% 11% 10% 8% 21% 17% 21% Norway -4% -14% -18% -18% -20% -21% -25% -18% -23% -17% -11% -16% Sweden 14% 7% 8% -2% -7% -11% -4% -1% -10% -1% 0% 4% United Kingdom 11% 0% 2% -2% -3% -7% -6% -6% -8% -3% -6% -7% United States -1% -11% -8% -14% -15% -19% -18% -16% -19% -20% -19% -19% 2015-01 2015-02 2015-03 2015-04 2015-05 2015-06 2015-07 2015-08 2015-09 2015-10 2015-11 2015-12 France 28% 9% 17% 10% 16% 13% 17% 14% 16% 19% 17% 20% Germany 31% 12% 18% 8% 13% 9% 11% 10% 13% 19% 20% 24% Norway 20% -4% 1% -9% -1% -3% -10% -9% -10% -8% -5% -5% Sweden 9% -3% 4% 0% 2% -5% -4% -2% 2% 3% 6% 4% United Kingdom 15% -1% 6% -1% 5% -2% 2% 4% -1% 4% 4% 0% United States 10% -1% 6% -4% -5% -7% -5% -5% -10% -10% -7% -8% ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017

×