Adobe 2013 Mobile Consumer results White Paper
Survey o mobile users
In March 2013, Adobe surveyed more han 3,075 mobile users in he Unied Saes, Canada, Unied Kingdom, France, and Germany o learn which mobile devices hey use, how hey inerac wih websies and applicaions, and wha hey wan mos ou o heir mobile experiences. Paricipans provided valuable insigh ino heir mobile aciviies across several caegories, including media and enerainmen, ravel services, inancial services, and shopping or consumer producs and elecronics.The survey, adminisered by Survey Sampling Inernaional, caegorized preerences based on device ype, gender, and age. The paricipans were spli nearly equally beween gender and age. Age groups were spli ino young (18–29), middle-aged (30–49), and older (50–64) .
Demographics of survey participants
Gender of mobile usersAge of mobile users
Key insighs and ﬁndings
Increasingly, consumers are visiing websies wih ables insead o smarphones or deskops or lapops. While consumers srongly preer ables o smarphones or websie visis, hey sill use deskops and lapops he mos or websie visis, even hough he able and he deskop and lapop engagemen levels are comparable. As he able marke maures, he advanages o deskop and lapop browsing will erode, causing consumers o use ables o visi websies more requenly. To engage cusomers who use ables, companies should adop able-speciic sraegies, insead o oering experiences idenical o hose o smarphones or deskops and lapops.
Smartphones and tablets
Resuls rom he Adobe 2013 Mobile Consumer Survey show ha Android devices lead he way in overall populariy, wih 55% o people reporing Android as heir primary mobile device o choice, while iOS devices were repored a 31%. Alhough he Android operaing sysem gained in populariy across he board as compared o 2012, he middle-aged segmen is now he larges adoper o Android smarphones. Android smarphones are he mos popular as a primary mobile device by ownership across all age groups and regions, wih 52% or he young segmen, 54% or he middle-aged segmen, and 49% or he older segmen, which signiicanly increased rom 38% in 2012. Overall, 52% o people repor ha Android phones are heir primary device, wih 27% reporing iPhones as heir primary device. In addiion, 55% o Europeans repored preerring Android phones, wih only 23% preerring iPhones.While Android devices are seadily gaining in populariy, according o he Adobe Digial Index Sae o Mobile Benchmark, iOS has reemerged as he operaing sysem o choice or browsing. iOS users end o be more engaged and spend more ime wih apps and websies, and hey end o be loyal, having boh iPhones and iPads o say conneced anyime, anywhere. These are he perpeually conneced consumers, as ermed by Forreser, where “almos our ou o ive have a able in addiion o heir smarphones or phones. They connec rom anywhere, requenly, and use nearly every possible ype o app.”
I is imporan or businesses o keep his highly valuable segmen in mind when building heir mobile sraegies.
Forrester Research, Te Mobile Mind Shif Index, April 19, 2013