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2016 Mobile State of the Union [RWD Summit]

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Trying to maintain a firm grasp of the mobile landscape is like trying to push a shopping cart over the Sahara Desert: you’re dealing with an unwieldy vehicle on a rapidly shifting surface where the topography can change seemingly overnight.

Every year, in this annual state of the union for mobile, I push the shopping cart so you don’t have to. This deck shares current stats around mobile usage, traffic, spending, performance, user expectations, and other trends.

Published in: Technology
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2016 Mobile State of the Union [RWD Summit]

  1. 1. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 Mobile State of the Union Tammy Everts • 2016 RWD Summit
  2. 2. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 @tameverts performancebeacon.com WPOstats.com
  3. 3. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 3 Today… Who’s using mobile? How are they using it? What do they want? How much are they spending? What are their biggest performance issues?
  4. 4. Everyone is a mobile user
  5. 5. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 5 92% of US adults own a cellphone Pew Research, August 2015
  6. 6. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 6 166.7 million Number of US tablet users today 185 million Projected number of US tablet users by 2020 eMarketer, 2016
  7. 7. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 7 Today, there are about 7.3 billion mobile subscriptions worldwide By 2021, that number is expected to hit 9.1 billion (That’s 25% growth in six years.) Ericsson, February 2016
  8. 8. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 8 Millennials are now the largest generation in the US 81% primarily use mobile to shop
  9. 9. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 9 The fastest growing cohort of mobile users is aged 46-54 1 out of 4 mobile shoppers is 55+
  10. 10. What do people want from their mobile experiences?
  11. 11. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 11 Harris/SOASTA, 2015
  12. 12. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 12 Software Advice, 2015
  13. 13. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 13
  14. 14. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 14
  15. 15. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 15
  16. 16. M-commerce
  17. 17. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 17 Forrester, October 2015 $115 billion Mobile commerce in 2015 $142 billion Mobile commerce in 2016
  18. 18. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 18 Forrester, October 2015
  19. 19. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 19 Forrester, October 2015
  20. 20. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 20
  21. 21. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 21 http://www.soasta.com/blog/back-to-school-website-performance-monitoring/
  22. 22. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 22 Criteo, 2015 Mobile optimized Unoptimized Percentage of total ecommerce traffic 31% 22% Average product views per visit 3 2.3 Add-to-basket rate 12% 8.2% Average conversion rate 3.4% 1.6%
  23. 23. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 23 Internet Retailer Mobile 500, March 2016 2.83%Average conversion rate for top 50 merchants in the Mobile 500
  24. 24. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 24
  25. 25. The mobile landscape
  26. 26. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 26
  27. 27. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 27 Mobile HTTP Archive, March 2016
  28. 28. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 28 Mobile HTTP Archive, March 2016
  29. 29. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 29 http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/
  30. 30. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 30 http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/
  31. 31. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 31
  32. 32. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 32
  33. 33. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 33
  34. 34. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 34
  35. 35. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 35 OpenSignal, August 2015
  36. 36. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 36 OpenSignal, August 2015
  37. 37. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 37 OpenSignal, August 2015
  38. 38. Mobile performance
  39. 39. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 39
  40. 40. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 40 Only 12% of CSS developers consider performance a top priority Ultimate CSS Survey, Sitepoint (2016)
  41. 41. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 41 http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
  42. 42. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 42 http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/
  43. 43. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 43
  44. 44. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 44 Lara Hogan, Senior Engineering Manager “We ran this experiment on mobile web where we added 160 kilobytes of hidden images, meaning the user saw nothing different. We just dumped a bunch of hidden images onto the page and increased page weight by 160 kilobytes. It triggered a 12% increase in bounce rate. Insane. Twelve percent is a lot of percent.”
  45. 45. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 45 Takeaways Everyone is a mobile user Mobile drives ecommerce Faster pages are the holy grail of mobile UX Page bloat! Images!! Faster networks aren’t a cure-all!!! Even small changes can make a big difference
  46. 46. Thanks!
  47. 47. CONFIDENT IAL – Not for Distribution | ©2016 SOASTA, All rights reserved. | October 3, 2016 @tameverts performancebeacon.com WPOstats.com

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