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 people
from Luth’s ZQ technology
Asked from
January 6-14, 2014
Integrated data and
survey responses
The Mobile...
What is Mobile?
• Consumers most frequently
associate “mobile” with a
smartphone/cell phone
• 85% said mobile devices are ...
The Role of Tablets
• 73% of smartphone owners also
owned a tablet
• Ownership by income/age:
- 81% own tablet ($75-$100K)...
Leadership in Mobile
• More than nine out of ten consumers say that access to content however
they want it is somewhat or ...
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
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2014 Mobile Behavior Report

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Digital mobility and connectivity become more important every day. To learn more about the true current state of mobile behavior, we tracked 470 voluntary consumers for a month on their smartphones and tablets; we also asked them questions about how they use and view mobile devices in their lives. Tracking patterns combined with users’ own insights can help brands shape better experiences for all mobile users.

Publicada em: Tecnologia
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2014 Mobile Behavior Report

  1. 1. Combining mobile device tracking and consumer survey data to build a powerful mobile strategy 2014 Mobile Behavior Report
  2. 2. The Mobile Consumer Survey: Objectives & Methodology
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. Device BreakdownDevice Breakdown by Hours
  8. 8. Device BreakdownDevice Breakdown by Age
  9. 9. 3.1 hrs3.3 hrs Average Hours Per Day Spent on Mobile Device
  10. 10. Activities on a Smartphone/Tablet: by Channel & Activity
  11. 11. Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
  12. 12. Mobile Usage by Device Type: Hours in the Day
  13. 13. Mobile Usage by Device Type: Day of the Week
  14. 14. Device Breakdown Access to content any way that I want it How Consumers Rate Mobile Brand Factors
  15. 15. Seamless experience across all my devices How Consumers Rate Mobile Brand Factors
  16. 16. Is a technology leader How Consumers Rate Mobile Brand Factors
  17. 17. Email from Brands
  18. 18. Purchase from a Brand’s Email
  19. 19. Location Sharing
  20. 20. Push Notifications
  21. 21. Business-Specific Apps
  22. 22. Text Messages
  23. 23. Social on Mobile
  24. 24. Mobile Optimized Websites
  25. 25. exacttarget.com/2014-mobile-behavior-report

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