2014 Mobile Behavior Report
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Transcript of 2014 Mobile Behavior Report
Combining mobile device tracking and consumer survey data to build a powerful mobile strategy
2014 Mobile Behavior Report
The Mobile Consumer Survey:Objectives & Methodology
Tracked 470 peoplefrom Luth’s ZQ technology
Asked from January 6-14, 2014
Integrated data and survey responses
The Mobile Consumer Survey:Objectives & Methodology
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 hoursa day on their smartphones
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
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
Device BreakdownDevice Breakdown by Hours
Device BreakdownDevice Breakdown by Age
3.1 hrs3.3 hrs
Average Hours Per Day Spent on Mobile Device
Activities on a Smartphone/Tablet: by Channel & Activity
Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
Mobile Usage by Device Type:Hours in the Day
Mobile Usage by Device Type:Day of the Week
Device Breakdown
Access to content any way that I want it
How Consumers Rate Mobile Brand Factors
Seamless experience across all my devices
How Consumers Rate Mobile Brand Factors
Is a technology leader
How Consumers Rate Mobile Brand Factors
Email from Brands
Purchase from a Brand’s Email
Location Sharing
Push Notifications
Business-Specific Apps
Text Messages
Social on Mobile
Mobile Optimized Websites
exacttarget.com/2014-mobile-behavior-report