The document summarizes key findings from a mobile consumer behavior report. It discusses how consumers view and use mobile devices, with smartphones being seen as central to everyday life. Most smartphone owners also have tablets, and time spent on devices increases with multiple ownership. Email, location sharing, push notifications and apps are reviewed as popular mobile channels. Recommendations include segmenting mobile strategies and ensuring content delivery across all devices and channels.

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5. Combining mobile device tracking and consumer
survey data to build a powerful mobile strategy
#etmobile
2014 Mobile
Behavior Report

6. Speakers
R.J. Talyor
Vice President, Mobile
rtalyor@exacttarget.com
@rjtalyor

7. • Key Learnings: Mobile Consumer Behavior Report
• Channel Review: Consumer Behavior & Attitudes by Channel
• Q&A
Agenda

8. Key Learnings
Mobile Customer Behavior Report

9. Tracked 470 people
from Luth‟s ZQ technology
Asked from
January 6-14, 2014
Integrated data and
survey responses
The Mobile Consumer Survey:
Objectives & Methodology

10. 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 hours
a day on their smartphones

11. 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

12. 3.1 hrs3.3 hrs
Average Hours Per Day Spent
on Mobile Device

13. Device BreakdownHours Spent by Device & Income

14. Device BreakdownHours Spent by Device & Age

15. Activities on
a Smartphone/Tablet:
by Channel
& Activity

16. Power Mobile
Users: Activities of
Smartphone Owners
vs. Smartphone &
Tablet Owners

17. Mobile Usage by Device Type:
Hours in the Day

18. Mobile Usage by Device Type:
Day of the Week

19. Device Breakdown
Access to content
any way that I want it
How Consumers
Rate Mobile
Brand Factors

20. Seamless experience
across all my devices
How Consumers
Rate Mobile
Brand Factors

21. Is a technology leader
How Consumers
Rate Mobile
Brand Factors

22. Channel Review
Consumer Behavior & Attitudes by
Channel

23. Email from Brands

24. Purchase from a Brand’s Email

25. Location Sharing

26. Push Notifications

27. Business-Specific Apps

28. Text Messages

29. Social on Mobile

30. Mobile Optimized Websites

31. Recommendations / Next Steps
1. Segment your mobile strategy for at least three groups:
• Smartphone users
• Smartphone & tablet users
• Feature phone users (if applicable)
2. Match your customers‟ mobile journeys to optimize conversion / ROI
• By device and device behavior
• By channel
• By daypart (morning, afternoon, night)
• By day of week
3. Ensure that your mobile strategy delivers “meaningful content” any way they want it.

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http://bit.ly/2014mobilebehaviorreport
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