Adobe Report Shows iPhone Screen Size Impacts Browser Market Share; Wi-Fi Overtakes Cellular for Mobile Web Access
September 08 2014 - 11:01AM
Business Wire
Adobe (Nasdaq:ADBE) today released its 2014 Mobile Benchmark
Report, which analyzes the latest mobile trends including Wi-Fi
versus cellular usage, the correlation of screen size and browser
market share, the role of social networks across smartphones and
tablets, content sharing across devices, and more. Key findings of
the Adobe Digital Index report show that the screen size of the
next generation iPhone must increase to reverse the decline in
mobile browser market share, Pinterest emerged as the most mobile
social network, mobile referral visits from Tumblr produce the
highest revenue per visit and the use of iBeacons is becoming
mainstream.
Adobe’s Mobile Benchmark Report is the industry’s most
comprehensive analysis of mobile trends based on aggregated Adobe
Marketing Cloud and Adobe Digital Publishing Suite data from 18
billion visits to more than 10,000 websites and over 700 million
mobile app sessions. The accompanying mobile survey is based on
interviews with over 3,000 mobile users and over 100 marketers of
major U.S. brands.
“The mobile landscape is constantly evolving and mobile needs to
be front and center of any digital marketing strategy to keep up
with technology innovations and consumer expectations,” said John
Mellor, vice president of strategy and business development, Adobe
Marketing Cloud. “Major brands face tremendous competition in the
battle for reaching mobile consumers. 2015 will be a game
changing year for marketers who must deliver highly personalized
content across screens.”
Key findings include:
- Mobile browsers: Market share
for Chrome Mobile increased by 5.7 percent to 34.6 percent while
Safari Mobile fell by 2.6 percent to 59.1 percent. Apple iPhone and
iPad still drive the most mobile Web visits with 54 percent and 80
percent market share respectively. Samsung placed second for both
browsing on smartphones (24 percent) and tablets (seven percent).
With a five percent share, Amazon came in third for mobile browsing
on tablets.
- Screen size and mobile browsing:
Without a larger screen phone, Apple’s mobile browser share is
expected to further decline. Phones with larger screens drive more
Web traffic than ever before. Web browsing on four-inch or larger
phones grew by 132 percent year-over-year (YoY) while browsing on
smaller phones (four-inch or less) decreased by 11 percent YoY. In
addition, tablet browsing flattened and only saw a minor increase
of 1.8 percent YoY.
- Social networks across devices:
Thirty-six percent of all referral visits from social networks to
retail sites come from tablets and smartphones. Pinterest is the
most mobile social network with 64 percent of its referrals
triggered via mobile browsers. Tumblr referrals drive the highest
revenue per visit from mobile devices, 39 percent more than
Facebook. In addition, bounce rates for referrals from social
networks are higher on mobile devices than desktops, 61 percent
versus 53 percent, respectively.
- Access and sharing of content across
screens: More consumers choose to access the Web via Wi-Fi.
Over 50 percent of smartphone browsing and 93 percent of tablet
browsing now come from Wi-Fi rather than cellular networks. In
addition, mobile users are sharing more digital magazine content
via text messaging than ever before. The use of Apple iMessage saw
the strongest increase with 259 percent YoY. Sharing content via
Facebook is down by 42.6 percent.
- iBeacons and geo targeting: In
an accompanying mobile survey, Adobe found that iBeacons and geo
targeting are becoming mainstream. Eighteen percent of mobile
marketers already use iBeacons and the number is expected to double
in 2015. Almost half of marketers (49 percent) use GPS positioning
to reach mobile users with their brands. Thirty-three percent of
mobile users take advantage of mobile assisted in-store
shopping.
Helpful Links
- 2014 Mobile Benchmark Report
- CMO.com article on key findings
- Blog Post: "Marketers – Meet the
‘Mobile Elite’"
- Blog Post: "iBeacons – A Lighthouse for
the 21st Century Marketer"
- Mobile Consumer Survey
- Mobile Marketer Survey
- Other Adobe Digital Index Reports
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and
other topics of interest to senior marketing and e-commerce
executives across industries. Research is based on the analysis of
select, anonymous and aggregated data from over 5,000 companies
worldwide that use Adobe Marketing Cloud to obtain actionable data
and analysis of activity on their websites. The 2014 Mobile
Benchmark Report and other reports and insights are available
here.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 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. All other trademarks are the property of their
respective owners.
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Adobe Systems IncorporatedStefan Offermann,
408-536-4023sofferma@adobe.comorText 100Melissa Chanslor,
415-593-8465adobe@text100.com
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