U.S. Mobile Benchmark Report

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80^% 40^%

U.S. Mobile Benchmark Report

ADOBE DIGITAL INDEX | 2014

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Report based on aggregate and anonymous data across retail, media, entertainment, financial service, and travel websites.

Behavioral data from Adobe Marketing Cloud solutions; website traﬃc trends via Adobe Analytics and mobile app usage patterns from Adobe Mobile Services.

•  18+ billion visits to U.S. consumer facing websites in June, 2014.

•  More than 1 trillion visits since 2008.

•  700 million mobile app use sessions.

•  10,000+ US websites and apps under measurement.

Survey (Sentiment) Data:

•  Over 3000 mobile users spread across US, Canada, UK, France & Germany.

•  Over 100 mobile marketers working for US companies.

©2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. iOS and iPhone are trademarks of Apple Inc, registered in the US and other countries. All other trademarks are the property of their respective owners.

Methodology

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1.  iPhone screen size has to increase: Without the introduction of a larger phone, Apple’s browser share will decline further. Consumers prefer to browse on phones with 5” or larger screens. Browsing on 4” devices fell by 11% YoY.

2.  Pinterest is the most mobile social network: Outpacing Facebook, Pinterest is the most mobile social network with 64% of its referred traﬃc coming from mobile browsers. Tumblr referrals produce the highest revenue per visit (RPV) from mobile devices – well ahead of Facebook.

3.  iMessage sharing up 259%: Users of digital magazine apps use person-to-person article sharing via text messaging twice as often as sharing via Social. While iMessage sharing is up, sharing via Facebook is down 43%.

4.  Cellular networks on decline: For the first time, more than 50% of web browsing via smartphones and 93% of browsing via tablets come from wi-fi.

5.  Bounce rates high on mobile: Bounce rates for referrals from social networks are much higher on mobile devices than desktops – 61% vs. 53%. Marketers are cautioned to track mobile ad bounce rates.

Key findings

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BROWSING SHARE BY PHONE SIZE (MAY 2013 - MAY 2014)

< 4 INCHES

_ > 4 INCHES

BROWSING SHARE PAGE VIEWS (JUNE 2007 - JUNE 2014)

PHONE 15%

10% 65%

TABLET

MOBILE WEB

Screen size and browsing share

Without larger screen phone, Apple’s browser share will further decline.

•  Phones with larger screens (>4”) drive higher web traﬃc than ever before.

•  Browsing on smaller phones (≤4”) down over 11% YoY.

Tablet browsing has flattened.

•  A year ago, tablet browsing surpassed smartphones and was expected to continue to outpace smartphones.

•  Consumers choose to browse more on bigger screen phones now than tablets.

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MOBILE WEB

Mobile browsers

Chrome has grown at the expense of Safari and Android Browser.

•  Chrome’s share up 5.7%.

•  Safari’s share fell by 2.6%.

•  Android Browser’s share fell 0.9%.

Safari still drives more traﬃc than all other mobile browsers combined.

30% 60%

10%

SAFARI ANDROID CHROME OPERA INTERNET EXPLORER OTHER MOBILE BROWSER SHARE

(DECEMBER 2013 - MAY 2014) MOBILE BROWSER SHARE

(APRIL 2014) 2.6^%

SAFARI

5.7^%

CHROME

+

-

59.1%

14.3%

20.3%

1.8%

2.8%

1.8%

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S IO R

HE OT

DEVICE USE BY OS

DEVICE USE BY MANUFACTURER

80^%

TABLET

54%

SMARTPHONE

IOS

ANDROID ANDROID OTHER

APPLE SAMSUNG LG HTC

NOKIA ZTE

MOTOROLA AMAZON GOOGLE OTHER

40% 40%

SMARTPHONE TABLET

54% 80%

24%

7%

5%

6%

1%

5%

3%

2%

5%

2%

6%

MOBILE WEB

Browsing share by device manufacturer

Apple still drives the majority of mobile visits to U.S. websites.

•  iPhone drives 54% of smartphone traﬃc.

•  iPad drives 80% of tablet traﬃc.

Samsung is #2 for both smartphone and tablets.

•  Besides Apple, Samsung users browse more than all other smartphone users combined.

3rd place is up for grabs.

•  Amazon tablets are the third most popular with 5% of visits.

•  For Smartphones, LG follows Apple and Samsung.

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MOBILE WEB

Mobile and social networks

•  64% of Pinterest’s referred traﬃc comes from mobile browsers, ahead of Facebook.

•  62% of Twitter referrals are from tablets and smartphones.

•  36% of all social referred visits to retailers come from a tablet or smartphone.

Tumblr referrals produce highest revenue per visit (RPV) from mobile devices.

Bounce rates for referrals from social networks are higher on mobile devices than desktops (61% vs. 53%).

T ES PINTER 50%

25%

$1.00

$2.00

SHARE OF VISITS REFERRED TO WEBSITES BY DEVICE TYPE

REVENUE PER VISIT (RPV) REFERRED TO RETAIL WEBSITES BY DEVICE TYPE SMARTPHONE TABLET PC

TUMBLR FACEBOOK TWITTER PINTEREST

TUMBLR FACEBOOK TWITTE

78%

PC

2.57TABLET

$

R

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MOBILE APPS

Content sharing

Personalized content sharing (text messaging, email) is more popular than group sharing via Social – 70% vs. 30%.

•  iMessage sharing up 259%.

•  Pinterest sharing up 131%.

•  Email sharing up 5.2%.

•  Facebook sharing down 42.6%.

•  URL link sharing down 26.8%.

•  Twitter sharing down 22.6%. ₅₀_%

30% 70%

25%

EMAIL iMESSAGE LINK (URL) FACEBOOK PINTEREST TWITTER DIGITAL MAGAZINE SOCIAL SHARING ME THODS

Q3 201 4 2013 Q1 201 2 2014

PERSONALIZED MESSAGE GROUP MESSAGE Q3 201 4 2013 Q1 201 2 2014

259%

iMESSAGE

Sharing behavior is progress towards a more personalized

experience.

Q Q

3

4

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MOBILE WEB

Cellular vs. wi-fi

As cell data charges increase, more consumers choose to browse via wi-fi.

•  Over 50% of smartphone browsing now comes from wi-fi.

•  93% of tablet browsing uses wi-fi rather than cellular data.

SMARTPHONE TABLET

93

^%

50%

40%

JANUARY 2013

JUNE 2014 PHONE BROWSING BY CONNECTION TYPE

(JANUARY 2013 - JUNE 2014) CELL WIFI 7%

43%

57%

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MOBILE SURVEY

Mobile geo targeting trends

iBeacons and Geo targeting are becoming mainstream.

•  iBeacons: 18% of mobile marketers already use Apple iBeacons (Expected to double in ’15 to 36%).

•  Geo targeting (GPS): 49% of marketers already use device position to deliver content (37% plan to add it over next 12 months).

“Mobile Elite” user trends.

•  22% used mobile wallets in last 3 months (14% of average mobile users).

•  13% used apps with augmented reality in last 3 months (9% of average mobile users).

•  36% used mobile assisted in-store shopping (33% of average mobile users).

of marketers already use device position to

deliver content.

REQUEST GPS LOACTION DATA USE OF iBEACON TECHNOLOGY NO, AND NO PLANS TO USE IN NEXT 12 MONTHS NOT SURE CURRENTLY USING NO, BUT PLAN TO USE IN NEXT 12 MONTHS

36%

28%

49^% 37%

8%

7^%

18%

17^%

49

^%

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10%

CURRENTLY AVAILABLE FOR DOWNLOAD PER ORGANIZATION (n=103, mean:*19)

NONE 1-10 APPS 11-20 APPS 21-40 APPS 41-60 APPS >60 APPS

53

^%

1-10 APPS

MOBILE SURVEY

Mobile app publishing trends

•  53% of companies have 1-10 mobile apps (17% have 40+

mobile apps for download).

•  iOS apps lead with 67% of respondents publishing to the Apple App Store (Google Play 61%).

•  Only 3% of companies admit to only refreshing mobile apps annually or less often.

On average, mobile marketers spend:

•  $5.5 million/year on mobile app.

•  $4.9 million/year on mobile websites.