Mobile Consumer (3,075 of them) Survey Highlights, Adobe 2013

From Adobe® Marketing Cloud, although now a bit dated (March, 2013), this survey of 3,075 users in North America in Europe had a few key takeaways:

Prioritize tablets. As reported in the Adobe Digital Marketing Index, tablets provide engagement levels nearly equivalent to desktop and laptop computers…plan and prioritize optimization efforts for tablet experiences that are unique and different from smartphones, given the larger screen size.”

  • Android had nearly 2:1 market share compared to Apple iOS but iOS users re-emerged as system of choice for browsing as iOS users “tend to be more engaged” and “tend to be loyal, having both iPhones and iPads to stay connected…”
  • Use of tablets as primary device doubled from 2012-201 from 12% to 23%
  • #1 item requested by mobile (smartphone and tablet) users to improve their experience was to “improve ease of use” (25%)
  • Mobile applications vs mobile websites were very similar in customer satisfaction when shopping for consumer products
  • A significantly larger % of users are spending more than $500 annually on tablets than they are on smartphones (33-50%!!!)
  • “…location-based offer, such as an in-store display…should take advantage of the ability to dynamically personalize the brand experience for their target audience.”
  • “Marketers should consider providing more incentives to drive check-ins if their business has a physical location.”



Focused on TBM, Technology Business Management ("run IT like a business"). - 30+ years of experience, in providing IT strategy, process, application, RAMP, hardware, software, network, internet and cloud solutions to financial services, MRD and high technology companies from startup to F500. - 20+ published articles on the intersection of business and technology. - Startup advisor and mentor to a dozen startups, four of which were acquired and one of which is newly-launched (ITconnecter, a Crosswaves Ventures LLC company). - Specialties: IT Technology Business Management (TBM, aka "run IT like a business"), strategic partnerships, technology innovation, solutioning and program/project management (onshore, nearshore, offshore). Technology consulting focused on innovation, built around process, data and integration (cloud, social networking). We use I/TBM financial management best practices to help mid-size and large enterprises ensure they are meeting the needs of their business effectively and efficiently.

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