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2012 Mobile User Survey

Mobile User Preferences, Habits, and Expectations 




Keynote Competitive Research




                           Keynote Proprietary. Not to be reused without permission.
Methodology



        Keynote Competitive Research, Keynote’s Industry Analysis group, conducted a 
         survey of 25‐50 questions focused on mobile user habits and preferences designed 
         to understand usage patterns and expectations.

        The survey included 5,388 panelists from the Keynote Research Panel
           • 3,145 were smartphone users
           • 1,976 were tablet users

        Survey conducted 1H of 2012




                                                                                             2
©2012 Keynote Systems, Inc.  
                                Keynote Proprietary. Not to be reused without permission.
Key Insights on Mobile Device Usage
       Smartphone Usage


       • Android was the most popular operating system at 43%, followed by iOS at 37%
       • 57% of users reported using a 3G service, with only 27% using 4G
       • The top three activities performed on a smartphone were accessing local 
         information (88%), searching for information (82%), and participating in social 
         media/networking sites (76%)
       • Smartphone users preferred to use mobile apps over mobile websites for map 
         information, social media updates, e‐mail, and banking information
       • Users preferred mobile websites for news, food/entertainment info, travel info, 
         shopping info, and shopping
       • Two‐thirds of smartphone users (64%) want a site to load in less than 4 seconds
       • “Web page slow to load” top mobile frustration




                                                                                            3
©2012 Keynote Systems, Inc. 
                               Keynote Proprietary. Not to be reused without permission.
Key Insights
       Tablet Usage


       • Apple was the most common tablet brand at 53%, followed by the Amazon at 20% 
         and Hewlett‐Packard at 7%
       • iOS beat out Android operating systems for tablets (43% to 35%)
       • 77% of tablet users reported using Wi‐Fi, versus 12% for 3G and 7% for 4G
       • Top activities for tablets were to read news and entertainment, search for 
         information, and watch videos
       • Tablet users were mostly indifferent about choosing a mobile app or mobile 
         website for their various activities
       • 6 of 10 tablet users want a sub‐three second download
       • “Web page slow to load” top frustration




                                                                                           4
©2012 Keynote Systems, Inc. 
                               Keynote Proprietary. Not to be reused without permission.
Device Distribution


                         Q2. Which of the following devices do you currently own? [Check all that apply]




                                Laptop computer                                                               80%



                               Desktop computer                                                               80%



                   Smartphone / touch phone                                                             58%



                                         Tablet                                           37%




                                                                                                                    5
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Smartphone


       Smartphone Device Preferences
                                        Q3. What brand is your smartphone / touch phone?

                                        Apple                                                                     38%
                                          HTC                                               16%
                                     Samsung                                             15%
                                      Motorola                             10%
                                           LG                           9%
     Research in Motion (RIM) / Blackberry                            8%
                                        Other           3%



                               Q4. Specifically, what is the model name of your smartphone / touch phone?

                        iPhone (3G/3GS/4/4S)                                                                     37%

                      Droid (various models)                               10%

                Blackberry (various models)                        7%

                               Samsung Galaxy                   6%

                                     HTC Evo                  5%


                                                                                                                   6
©2012 Keynote Systems, Inc. 
                                           Keynote Proprietary. Not to be reused without permission.
Smartphone


       Smartphone OS and Wireless Access Preferences
                               Q5. What operating system does your smartphone / touch phone use?

                       Android                                                                                     43%
                     Apple iOS                                                                          37%
         Blackberry / RIM OS                           8%
                   I don't know                  6%
             Windows mobile                4%
                          Other     1%
                  Symbian OS        1%


              Q6. What kind of wireless data access do you currently have for your smartphone / touch phone?


                               3G                                                                                  57%

                               4G                                                         27%

     Wi-fi (Wireless Network)                           11%

                   I don't know           4%

           No wireless access        1%



                                                                                                               7
©2012 Keynote Systems, Inc. 
                                           Keynote Proprietary. Not to be reused without permission.
Smartphone


       Smartphone User Habits – Activity Preferences
               Q7. Which of the activities below do you typically perform on your smartphone / touch phone?
                                                    [Check all that apply]



                                            Access local information                                                                          88%
                                              Search for information                                                                        82%
                        Participate in social media / networking sites                                                                 76%
                                       Read news and entertainment                                                                    75%
                                                   Find local services                                                                74%
                                    Research products and services                                                            62%
                                                          Watch videos                                                       59%
                                          Perform banking activities                                                        56%
                                    Purchase products and services                                                    47%
                                                Read or post to blogs                                               45%
              Check sports news, scores, manage fantasy leagues                                                    45%
                               Read or post product/service reviews                                            42%
                                        Research travel destinations                                          41%
                                           Book travel arrangements                                     29%
                                                                    Other             10%
                                                                                                • Check e‐mail (4%)
                                                                                                • Play games (3%)
                                                                                                • Call/text (2%)
                                                                                                                                              8
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Smartphone


      Smartphone Interaction Preferences

        Q8-Q16. How do you prefer to access / interact with the following from your smartphone / touch phone?


                                                                                                             I do not use my 
                                                                                        Either mobile app 
                                 Mobile app                Mobile website                                     phone for this 
                                                                                        or  mobile website
                                                                                                                 activity
 Map information                     50%                           13%                           30%               6%
 Social media updates                46%                           12%                           26%              16%
 E‐mail                              41%                           19%                           33%               7%

 Banking information                 30%                           15%                           22%              33%

 News                                24%                           27%                           40%              10%

 Food / entertainment 
                                     18%                           27%                           46%              10%
 information
 Travel information                  17%                           25%                           39%              20%
 Shopping                            14%                           23%                           40%              22%
 Product information                 11%                           35%                           42%              13%


                                                                                                                            9
©2012 Keynote Systems, Inc.
                                     Keynote Proprietary. Not to be reused without permission.
Tablet


       Tablet Brand and Operating System Preferences
                                                                 Q17-1. What brand is your tablet?
                                    Apple                                                                             53%
                                  Amazon                                            20%
                                       HP                   7%
                                Samsung                   6%
                           Barnes & Noble                5%
                                     Acer           2%
                                 Motorola          2%
                                    Asus           2%
                               Blackberry          2%
                                      Dell         2%



                                                   Q17-2. What operating system does your tablet(s) use?

                                       iOS                                                                      43%
                                   Android                                                                35%
                               I don't know                                          19%
                                   WebOS                 6%
                               Honeycomb         2%
                                Blackberry      2%
                  Ice Cream Sandwich            2%
                                     Other    1%

                                                                                                                            10
©2012 Keynote Systems, Inc. 
                                              Keynote Proprietary. Not to be reused without permission.
Tablet


       Tablet User Habits – Activity Preferences
              Q19. Which of the activities below do you typically perform on your tablet? [Check all that apply]




                                 Read news and entertainment                                                                                 79%
                                        Search for information                                                                              77%
                                                  Watch videos                                                                             76%
                                      Access local information                                                                             75%
                 Participate in social media / networking sites                                                                            75%
                               Research products and services                                                                        69%
                               Purchase products and services                                                                  62%
                                         Read or post to blogs                                                            57%
                                           Find local services                                                           55%
                          Read or post product/service reviews                                                           55%
                                  Research travel destinations                                                           54%
                                    Perform banking activities                                                      50%
        Check sports news, scores, manage fantasy leagues                                                          48%
                                     Book travel arrangements                                              41%
                                                            Other                   14%
                                                                                             • Read books (6%)
                                                                                             • Play games (5%)
                                                                                             • Check e‐mail (2%)

                                                                                                                                                 11
©2012 Keynote Systems, Inc. 
                                           Keynote Proprietary. Not to be reused without permission.
Tablet


       Tablet Interaction Preferences
                               Q20-Q28. How do you prefer to access / interact with the following from your tablet?

                                                                                                                     I do not use my 
                                                                                                Either mobile app 
                                          Mobile app                Mobile website                                    tablet for this 
                                                                                                or  mobile website
                                                                                                                         activity
E‐mail                                        31%                          22%                            36%             10%
Social media updates                          31%                          18%                            36%             15%

Map information                               30%                          18%                            38%             13%

Banking information                           20%                          20%                            27%             32%
News                                          18%                          26%                            47%              9%
Food / entertainment 
                                              11%                          29%                            47%             12%
information

Shopping                                      11%                          29%                            45%             16%

Travel information                            11%                          28%                            43%             18%
Product information                           8%                           34%                            47%             10%


                                                                                                                                         12
©2012 Keynote Systems, Inc. 
                                              Keynote Proprietary. Not to be reused without permission.
Smartphone vs. Tablet: Usage Preferences
           Q8-Q16: How do you prefer to access / interact with the following from your smartphone / touch phone?

           Q20-Q28: How do you prefer to access / interact with the following from your tablet?



                                                                                                        31%
                                                          E-mail                                              41%
                                                                                                        31%
                                        Social media updates                                                        46%
                                                                                                        30%
                                              Map information                                                             50%
                                                                                            20%
                                         Banking information                                            30%
                                                                                                                                Tablet
                                                                                          18%                                   n=1976
                                                           News                                 24%
                                                                                  11%                                           Smartphone
                               Food/entertainment information                             18%
                                                                                                                                n=3145
                                                                                  11%
                                                      Shopping                      14%
                                                                                  11%
                                           Travel information                           17%
                                                                               8%
                                          Product information                    11%

                           % of users who answered “Mobile Apps” in Q8‐16 (Smartphone) or Q20‐28 (Tablet)

                                                                                                                                     13
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Smartphone vs. Tablet  ‐ Activities Comparison
              Q19. Which of the activities below do you typically perform on your tablet? [Check all that apply]

                                       Read news and entertainment                                                                  79%
                                                                                                                                  75%
                                              Search for information                                                               77%
                                                                                                                                      82%
                                                         Watch videos                                                             76%
                                                                                                                      59%
                                            Access local information                                                              75%
                                                                                                                                         88%
                        Participate in social media / networking sites                                                            75%
                                                                                                                                   76%
                                    Research products and services                                                              69%
                                                                                                                          62%
                                                                                                                                               Tablet
                                    Purchase products and services                                                        62%
                                                                                                              47%                              n=1976
                                               Read or post to blogs                                                 57%                       Smartphone
                                                                                                          45%                                  n=3145
                                                   Find local services                                              55%
                                                                                                                                  74%
                               Read or post product/service reviews                                                 55%
                                                                                                        42%
                                        Research travel destinations                                                54%
                                                                                                        41%
                                          Perform banking activities                                         50%
                                                                                                                56%
              Check sports news, scores, manage fantasy leagues                                             48%
                                                                                                          45%
                                           Book travel arrangements                                     41%
                                                                                                 29%
                                                                   Other              14%
                                                                                    10%


                                                                                                                                                14
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Website Access Preferences


            Q29. How do you typically access a websites on either your smart phone or tablet? [Check all that apply]




                               Type address into browser                                                              76%

            Link from search result in search engine                                                            67%

                                    Bookmarks / favorites                                                 54%

                                         Link from email                                                  53%

               Link from text messages (SMS, MMS)                                         29%

                    Scan a QR code or other tag code                                23%

                                                    Other        2%




                                                                                                                            15
©2012 Keynote Systems, Inc. 
                                              Keynote Proprietary. Not to be reused without permission.
Average Time Spent Browsing / Using Apps via Mobile Devices

                               Q30-Q33. On average, how much time per day do you spend on the following?


                                     Browsing the Web                                            Browsing the Web 
                                                                  Browsing the Web                                   Using mobile apps 
                                       from a mobile                                               from a home 
                                                                    from a tablet                                      (applications)
                                          phone                                                      computer
                                                                       n=2293                                             n=3542
                                          n=3432                                                      n=5290

   Less than 1 hour                          60%                            45%                        14%                 45%

   1 ‐ 2 hours                               29%                            37%                        34%                 39%

   3 ‐ 4 hours                                7%                            12%                        28%                 10%

   5 ‐ 6 hours                                2%                             4%                        11%                  3%

   More than 6 hours                          2%                             3%                        13%                  2%



                                                                                                                                   16
©2012 Keynote Systems, Inc. 
                                           Keynote Proprietary. Not to be reused without permission.
Mobile Device Website Loading Expectations


             Q36. How long would you expect to wait for a webpage to load while using the following devices?




                                                                                                     48%
        2 seconds or less                                                     31%
                                                             21%

                                                                       26%                                 Laptop / desktop
                 3 seconds                                                   29%                           computer
                                                                 23%
                                                                                                           Tablet
                                           11%
                 4 seconds                              18%
                                                          20%                                              Smartphone /
                                     8%                                                                    touch phone
                 5 seconds                    12%
                                                       18%

                                    7%
       6 seconds or more                  10%
                                                       18%



                                                                                                                      17
©2012 Keynote Systems, Inc. 
                                         Keynote Proprietary. Not to be reused without permission.
Mobile Webpage Load Time Reactions


                          Q37. If a mobile webpage took too long to load, what would you typically do?




                               Refresh the page                                                          44%


            Close the page and try again later                                           21%


                    Close the page and give up                                   16%


                       Wait for the page to load                         12%


                  Go to a competitor's website                6%


                                          Other      1%




                                                                                                               18
©2012 Keynote Systems, Inc. 
                                           Keynote Proprietary. Not to be reused without permission.
Mobile Website Problems and Frustrations


                Q38. Which of the following problems / frustrations have you experienced in the last 3 months
                while using your smartphone and / or tablet? [Check all that apply]




                                   Web pages slow to load                                                                       66%

                 Websites not optimized for smartphones                                                              48%

                     Loading errors / couldn't open a page                                                           48%

                        Difficult to interact with a webpage                                                    46%

                      Navigation on a website was difficult                                                    44%

                 Difficult to read a webpage on the device                                                    42%

          Website didn't the have functionality expected                                                36%

          I haven't experienced any of these problems in…                         12%

                                                       Other         2%




                                                                                                                           19
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Mobile User Survey Demographics




                                           Appendix




                                                                                          20
©2012 Keynote Systems, Inc.
                              Keynote Proprietary. Not to be reused without permission.
Demographics – Annual Household Income


                          Q42. Which of the following categories contains your Annual Household Income?


                 $200,000 or more                         4%
            $150,000 to $199,999                                  5%
            $100,000 to $149,999                                                                          14%
               $90,000 to $99,999                                             7%
               $80,000 to $89,999                                      5%
               $70,000 to $79,999                                                           9%
               $60,000 to $69,999                                                            9%
               $50,000 to $59,999                                                                    9%
               $40,000 to $49,999                                                                9%
               $30,000 to $39,999                                                             9%
               $20,000 to $29,999                                               7%
                    Under $20,000                                            6%
             Prefer not to answer                                                       8%




                                                                                                                21
©2012 Keynote Systems, Inc. 
                                         Keynote Proprietary. Not to be reused without permission.
Demographics – Marital Status and Ethnic Background
                                                      Q43. What is your marital status?

                                 Married                                                                  63%

                                  Single                             19%

                                Divorced                9%

          In a domestic partnership               6%

                               Widowed      2%

                                   Other   1%



                                     Q44. Which of the following best describes your ethnic background?


                               Caucasian                                                                  82%

             Asian / Asian-American              7%

           Black / African-American              5%

          Hispanic / Latino / Latino-
                                                4%
                 American

                                   Other    2%


                                                                                                                22
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.
Demographics – Employment Status and Education
                         Q45. Which of the following best describes your current employment status?
                   Employed full time                                                                         51%
                           Homemaker                              14%
                        Self-employed                   9%
                  Employed part time                        10%
                                 Retired               7%
           Temporarily unemployed                 5%
                                  Other      2%
                     Full time student      1%




                               Q46. What is the highest level of education that you have completed?

                     College graduate                                                                         38%
              Some college or trade
                                                                                                        29%
                       school
            Master's / Post-graduate
                                                                                       20%
              or Doctorate / Ph.D.
                High school graduate                                12%

           Some high school or less         1%


                                                                                                                    23
©2012 Keynote Systems, Inc. 
                                            Keynote Proprietary. Not to be reused without permission.

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Keynote mobile user survey 1 h2012

  • 2. Methodology  Keynote Competitive Research, Keynote’s Industry Analysis group, conducted a  survey of 25‐50 questions focused on mobile user habits and preferences designed  to understand usage patterns and expectations.  The survey included 5,388 panelists from the Keynote Research Panel • 3,145 were smartphone users • 1,976 were tablet users  Survey conducted 1H of 2012 2 ©2012 Keynote Systems, Inc.   Keynote Proprietary. Not to be reused without permission.
  • 3. Key Insights on Mobile Device Usage Smartphone Usage • Android was the most popular operating system at 43%, followed by iOS at 37% • 57% of users reported using a 3G service, with only 27% using 4G • The top three activities performed on a smartphone were accessing local  information (88%), searching for information (82%), and participating in social  media/networking sites (76%) • Smartphone users preferred to use mobile apps over mobile websites for map  information, social media updates, e‐mail, and banking information • Users preferred mobile websites for news, food/entertainment info, travel info,  shopping info, and shopping • Two‐thirds of smartphone users (64%) want a site to load in less than 4 seconds • “Web page slow to load” top mobile frustration 3 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 4. Key Insights Tablet Usage • Apple was the most common tablet brand at 53%, followed by the Amazon at 20%  and Hewlett‐Packard at 7% • iOS beat out Android operating systems for tablets (43% to 35%) • 77% of tablet users reported using Wi‐Fi, versus 12% for 3G and 7% for 4G • Top activities for tablets were to read news and entertainment, search for  information, and watch videos • Tablet users were mostly indifferent about choosing a mobile app or mobile  website for their various activities • 6 of 10 tablet users want a sub‐three second download • “Web page slow to load” top frustration 4 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 5. Device Distribution Q2. Which of the following devices do you currently own? [Check all that apply] Laptop computer 80% Desktop computer 80% Smartphone / touch phone 58% Tablet 37% 5 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 6. Smartphone Smartphone Device Preferences Q3. What brand is your smartphone / touch phone? Apple 38% HTC 16% Samsung 15% Motorola 10% LG 9% Research in Motion (RIM) / Blackberry 8% Other 3% Q4. Specifically, what is the model name of your smartphone / touch phone? iPhone (3G/3GS/4/4S) 37% Droid (various models) 10% Blackberry (various models) 7% Samsung Galaxy 6% HTC Evo 5% 6 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 7. Smartphone Smartphone OS and Wireless Access Preferences Q5. What operating system does your smartphone / touch phone use? Android 43% Apple iOS 37% Blackberry / RIM OS 8% I don't know 6% Windows mobile 4% Other 1% Symbian OS 1% Q6. What kind of wireless data access do you currently have for your smartphone / touch phone? 3G 57% 4G 27% Wi-fi (Wireless Network) 11% I don't know 4% No wireless access 1% 7 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 8. Smartphone Smartphone User Habits – Activity Preferences Q7. Which of the activities below do you typically perform on your smartphone / touch phone? [Check all that apply] Access local information 88% Search for information 82% Participate in social media / networking sites 76% Read news and entertainment 75% Find local services 74% Research products and services 62% Watch videos 59% Perform banking activities 56% Purchase products and services 47% Read or post to blogs 45% Check sports news, scores, manage fantasy leagues 45% Read or post product/service reviews 42% Research travel destinations 41% Book travel arrangements 29% Other 10% • Check e‐mail (4%) • Play games (3%) • Call/text (2%) 8 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 9. Smartphone Smartphone Interaction Preferences Q8-Q16. How do you prefer to access / interact with the following from your smartphone / touch phone? I do not use my  Either mobile app  Mobile app Mobile website phone for this  or  mobile website activity Map information 50% 13% 30% 6% Social media updates 46% 12% 26% 16% E‐mail 41% 19% 33% 7% Banking information 30% 15% 22% 33% News 24% 27% 40% 10% Food / entertainment  18% 27% 46% 10% information Travel information 17% 25% 39% 20% Shopping 14% 23% 40% 22% Product information 11% 35% 42% 13% 9 ©2012 Keynote Systems, Inc. Keynote Proprietary. Not to be reused without permission.
  • 10. Tablet Tablet Brand and Operating System Preferences Q17-1. What brand is your tablet? Apple 53% Amazon 20% HP 7% Samsung 6% Barnes & Noble 5% Acer 2% Motorola 2% Asus 2% Blackberry 2% Dell 2% Q17-2. What operating system does your tablet(s) use? iOS 43% Android 35% I don't know 19% WebOS 6% Honeycomb 2% Blackberry 2% Ice Cream Sandwich 2% Other 1% 10 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 11. Tablet Tablet User Habits – Activity Preferences Q19. Which of the activities below do you typically perform on your tablet? [Check all that apply] Read news and entertainment 79% Search for information 77% Watch videos 76% Access local information 75% Participate in social media / networking sites 75% Research products and services 69% Purchase products and services 62% Read or post to blogs 57% Find local services 55% Read or post product/service reviews 55% Research travel destinations 54% Perform banking activities 50% Check sports news, scores, manage fantasy leagues 48% Book travel arrangements 41% Other 14% • Read books (6%) • Play games (5%) • Check e‐mail (2%) 11 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 12. Tablet Tablet Interaction Preferences Q20-Q28. How do you prefer to access / interact with the following from your tablet? I do not use my  Either mobile app  Mobile app Mobile website tablet for this  or  mobile website activity E‐mail 31% 22% 36% 10% Social media updates 31% 18% 36% 15% Map information 30% 18% 38% 13% Banking information 20% 20% 27% 32% News 18% 26% 47% 9% Food / entertainment  11% 29% 47% 12% information Shopping 11% 29% 45% 16% Travel information 11% 28% 43% 18% Product information 8% 34% 47% 10% 12 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 13. Smartphone vs. Tablet: Usage Preferences Q8-Q16: How do you prefer to access / interact with the following from your smartphone / touch phone? Q20-Q28: How do you prefer to access / interact with the following from your tablet? 31% E-mail 41% 31% Social media updates 46% 30% Map information 50% 20% Banking information 30% Tablet 18% n=1976 News 24% 11% Smartphone Food/entertainment information 18% n=3145 11% Shopping 14% 11% Travel information 17% 8% Product information 11% % of users who answered “Mobile Apps” in Q8‐16 (Smartphone) or Q20‐28 (Tablet) 13 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 14. Smartphone vs. Tablet  ‐ Activities Comparison Q19. Which of the activities below do you typically perform on your tablet? [Check all that apply] Read news and entertainment 79% 75% Search for information 77% 82% Watch videos 76% 59% Access local information 75% 88% Participate in social media / networking sites 75% 76% Research products and services 69% 62% Tablet Purchase products and services 62% 47% n=1976 Read or post to blogs 57% Smartphone 45% n=3145 Find local services 55% 74% Read or post product/service reviews 55% 42% Research travel destinations 54% 41% Perform banking activities 50% 56% Check sports news, scores, manage fantasy leagues 48% 45% Book travel arrangements 41% 29% Other 14% 10% 14 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 15. Website Access Preferences Q29. How do you typically access a websites on either your smart phone or tablet? [Check all that apply] Type address into browser 76% Link from search result in search engine 67% Bookmarks / favorites 54% Link from email 53% Link from text messages (SMS, MMS) 29% Scan a QR code or other tag code 23% Other 2% 15 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 16. Average Time Spent Browsing / Using Apps via Mobile Devices Q30-Q33. On average, how much time per day do you spend on the following? Browsing the Web  Browsing the Web  Browsing the Web  Using mobile apps  from a mobile  from a home  from a tablet (applications) phone computer n=2293 n=3542 n=3432 n=5290 Less than 1 hour 60% 45% 14% 45% 1 ‐ 2 hours 29% 37% 34% 39% 3 ‐ 4 hours 7% 12% 28% 10% 5 ‐ 6 hours 2% 4% 11% 3% More than 6 hours 2% 3% 13% 2% 16 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 17. Mobile Device Website Loading Expectations Q36. How long would you expect to wait for a webpage to load while using the following devices? 48% 2 seconds or less 31% 21% 26% Laptop / desktop 3 seconds 29% computer 23% Tablet 11% 4 seconds 18% 20% Smartphone / 8% touch phone 5 seconds 12% 18% 7% 6 seconds or more 10% 18% 17 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 18. Mobile Webpage Load Time Reactions Q37. If a mobile webpage took too long to load, what would you typically do? Refresh the page 44% Close the page and try again later 21% Close the page and give up 16% Wait for the page to load 12% Go to a competitor's website 6% Other 1% 18 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 19. Mobile Website Problems and Frustrations Q38. Which of the following problems / frustrations have you experienced in the last 3 months while using your smartphone and / or tablet? [Check all that apply] Web pages slow to load 66% Websites not optimized for smartphones 48% Loading errors / couldn't open a page 48% Difficult to interact with a webpage 46% Navigation on a website was difficult 44% Difficult to read a webpage on the device 42% Website didn't the have functionality expected 36% I haven't experienced any of these problems in… 12% Other 2% 19 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 20. Mobile User Survey Demographics Appendix 20 ©2012 Keynote Systems, Inc. Keynote Proprietary. Not to be reused without permission.
  • 21. Demographics – Annual Household Income Q42. Which of the following categories contains your Annual Household Income? $200,000 or more 4% $150,000 to $199,999 5% $100,000 to $149,999 14% $90,000 to $99,999 7% $80,000 to $89,999 5% $70,000 to $79,999 9% $60,000 to $69,999 9% $50,000 to $59,999 9% $40,000 to $49,999 9% $30,000 to $39,999 9% $20,000 to $29,999 7% Under $20,000 6% Prefer not to answer 8% 21 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 22. Demographics – Marital Status and Ethnic Background Q43. What is your marital status? Married 63% Single 19% Divorced 9% In a domestic partnership 6% Widowed 2% Other 1% Q44. Which of the following best describes your ethnic background? Caucasian 82% Asian / Asian-American 7% Black / African-American 5% Hispanic / Latino / Latino- 4% American Other 2% 22 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.
  • 23. Demographics – Employment Status and Education Q45. Which of the following best describes your current employment status? Employed full time 51% Homemaker 14% Self-employed 9% Employed part time 10% Retired 7% Temporarily unemployed 5% Other 2% Full time student 1% Q46. What is the highest level of education that you have completed? College graduate 38% Some college or trade 29% school Master's / Post-graduate 20% or Doctorate / Ph.D. High school graduate 12% Some high school or less 1% 23 ©2012 Keynote Systems, Inc.  Keynote Proprietary. Not to be reused without permission.