The 2015 Adobe Mobile Consumer Report explores the demands of an emerging mobile elite across the U.S, the U.K, France, and Germany. Comprising mostly millennials and GenXers, this significant group represents one-fifth of consumers, and four-fifths of brand interactions. Asked about their mobile usage and expectations from financial services, travel and retail brands, they overwhelmingly demand experiences that are more tailored and convenient. The report offers brand marketers unique insights into this trend-setting consumer group and suggestions on how to reimagine the role of mobile in deepening customer engagement.

1. ADOBE 2015 MOBILE
CONSUMER STUDY—
COMPLETE FINDINGS
Adobe Marketing Insights & Operations (MIO)

2. Who are mobile customers?
 • The great majority of mobile customers are millenials and GenXers —
especially in the U.K. Baby boomers are big mobile consumers in France
and Germany.
 • Mobile is loved equally by males and females.
49% 51%
Millenials
44%
GenX
29%
Boomers
20%
70+
7%
50% 50%
Millenials
40%
GenX
39%
Boomers
17%
70+
4%
50% 50%
Millenials
33%
GenX
32%
Boomers
28%
70+
7%
49% 51%
Millenials
39%
GenX
26%
Boomers
27%
70+
8%
Gender and Age Category
2

3. 83%
42%
40%
16%
8%
6%
92%
52%
48%
7%
2%
72%
39%
31%
17%
7%
2%
11%
7%
5%
1%
NET Smartphones
Android smartphone
Apple iPhone smartphone
Windows Mobile smartphone
RIM (BlackBerry) smartphone
NET Tablets
Apple iPad or iPad mini tablet
Android tablet
Amazon Kindle Fire tablet
Microsoft Surface tablet
RIM (BlackBerry) tablet
Wearable device
Nook
Feature phone
Other
What mobile devices do they own?
• Smartphones rule with Android and iPhone loyalists pretty equally divided.
• Tablets have gained ground and are used by 75% of mobile customers.
Wearables are gaining in popularity.
▪ Primary device ▪ Owns device
NET Smartphones
NET Tablets
Feature phone
Other
Wearable device
Devices owned and primary device
*Owns device labels <6% suppressed.
81%
39%
35%
18%
10%
6%
92%
51%
44%
11%
5%
71%
40%
31%
14%
7%
2%
7%
2%
7%
1%
86%
60%
19%
12%
4%
7%
93%
68%
23%
10%
3%
59%
21%
39%
4%
5%
1%
3%
1%
10%
3%
84%
61%
17%
13%
4%
7%
91%
69%
22%
9%
2%
53%
14%
36%
7%
5%
0%
4%
0%
4%
4%
3

4. • Frequency of use is lower in France and Germany, where only half of the mobile
consumers use their tablets daily.
87%
90% D
90% D
86%
7%
6%
8%
11%
AB
(A)
(B)
(C)
(D)
Tablet use location
Home Work While out and about
66% CD
70% CD
55%
55%
23%
21%
29% AB
28% B
6%
8% B
10%
AB
6%
ABC
(A)
(B)
(C)
(D)
Tablet use frequency
Every day
Multiple times a week
Once a week
Once every other week
Once a month or less often
Tablet users surf from home. And they do it often.
*Labels <6% suppressed.
4

5. 72%
60% BD
60% CD
55% C
55%
51% BCD
38%
33% C
22% CD
19% B
13% CD
3%
72%
52%
58% C
64% ACD
53%
42% D
40%
29% C
23% CD
13%
11% D
5% D
71%
57% BD
52%
33%
59% B
43% D
38%
19%
13%
17% B
9%
5%
75%
48%
54%
52% C
61% AB
35%
41%
29% C
16%
18% B
7%
3%
Read emails
Play games
Send emails
Shopping
Read news
Watch videos
Check the weather
Read digital books
Sports
Download and read digital magazines
Education
Other
Tablet activities
9%
11%
24% AB
27% AB
30%
34%
42% ABD
35% A
27% CD
27% CD
21%
22%
15%
CD
14%
CD
7%
10%
6%
CD
6%
D
8%
BCD
(A)
(B)
(C)
(D)
Time on tablet per day
Less than an hour
1 hour to less that 2 hours
2 hours to less than 3 hours
3 hours to less than 4 hours
4 hours to less than 5 hours
5 hours to less than 6 hours
6 hours or more
Tablets are versatile
• Tablet use averages 1-3 hours per day.
• US & French mobile consumers are more likely
to play games or watch videos, while UK
consumers are more likely to shop. German
users access email and news.
*Labels <6% suppressed.
(A) (B)
(C) (D)
5

6. Travel

7. Mobile for travel
*Labels <6% suppressed.
Overall daily/weekly
15%
11%
10%
9%
8%
7%
6%
36%
17%
27%
22%
17%
13%
8%
7%
6%
6%
24%
12%
22%
25%
22%
11%
14%
8%
9%
17%
25%
21%
27%
27%
23%
37%
21%
33%
9%
8%
35%
20%
17%
26%
47%
35%
59%
48%
75%
Use maps or directions
Check itinerary
Check reviews
Research travel destinations
Compare travel prices between companies
Change itinerary
Book travel
Check in to a hotel
Flight check-in
Key to access your hotel room
Daily Weekly Monthly Every other month or less often Never
58% B
37% B
44% B
37% B
34% B
25% B
17% B
15%
14%
13%
49%
24%
34%
28%
22%
18%
12%
11%
9%
10%
Mobile Elite (A)
Non-Elite (B)
Travel-related activities
7

8. Travel-related apps vs. websites
10%
10%
22%
24%
22%
30% A
34%
31%
6%Satisfaction with mobile apps (A)
Satisfaction with mobile websites (B)
Satisfaction for travel-related content
7 - Extremely satisfied 6 5 4 - Neither dissatisfied nor satisfied 3 2 1 - Extremely dissatisfied
*Labels <6% suppressed.
Overall
satisfaction
32%
34%
48% for
Mobile Elite
52% for
Mobile Elite
• In the UK, satisfaction with travel related websites and apps is relatively low,
although it is much higher among Mobile elites.
8

9. 19%
22%
24%
21%
10%
12%
20%
20%
26%
24%
17%
17%
29%
28%
27%
30%
28%
30%
24%
22%
17%
19%
31%
28% 6%
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Importance to overall experience for travel-related content
7 - Extremely important 6 5 4 - Neither unimportant nor important 3 2 1 - Not important at all
• For UK mobile consumers, simplifying tasks on mobile apps is perceived to be
more important than doing so for mobile websites.
What consumers want
Save
money
Overall
importance
39%
Personalize
experience
60%** for
Mobile elite
54%** for
Mobile elite
Simplify
tasks
42%
50%
45%
27%
29%
40%** for
Mobile elite
44%** for
Mobile elite
71% B** for
Mobile elite
52%** for
Mobile elite
*Labels <6% suppressed.
**Low base size (n<50). Interpret with caution.
9

10. Travel-related apps vs. websites
67%
66%
61%
51%
49%
47%
45%
44%
43%
40%
33%
34%
39%
49%
51%
53%
55%
56%
57%
60%
Mobile web browser Mobile app
Research travel destinations
Compare travel prices between companies
Check reviews
Use your mobile device as a key to access your
hotel room
Book travel
Check in to a hotel using your mobile device
Change itinerary
Check itinerary
Use maps or directions
Flight check-in
• UK mobile consumers do most of their research and planning on a mobile web
browser, but want to use dedicated apps for maps, check in, and itinerary checks.
10

11. • UK mobile consumers are similar to US consumers in that price and search are
most important, but many aspects of travel search are very important to them
overall.
What matters when booking travel by mobile
37%
27%
24%
21%
21%
18%
14%
25%
31%
31%
29%
25%
23%
20%
21%
21%
25%
25%
28%
24%
23%
12%
14%
15%
17%
18%
18%
31%
6%
7%
8%
Price guarantee
The ability to research multiple options
Speed of search results
Customize trip
Quick checkout
Use saved payment information
Ability to share/coordinate itineraries
Importance of elements in booking travel
7 - Extremely important 6 5 4 - Neither unimportant nor important 3 2 1 - Not important at all
Overall
satisfaction
62%
58%
55%
47%
50%
41%
33%
*Labels <6% suppressed.
**Low base size (n<50). Interpret with caution.
77%** for
Mobile elite
48%** for
Mobile elite
77%** for
Mobile elite
57%** for
Mobile elite
11

12. Is mobile key to hotel check-in happiness?
33%
38%
32%
23%
15%
21%
13%
9%
Check-in to hotel room
Key to access hotel room
Satisfaction using mobile as a key and for hotel check-in
Overall
satisfaction
65%
61%
77%** for
Mobile Elite
*Labels <6% suppressed.
**Low base size (n<50). Interpret with caution
• Although usage of mobile for check in or room access is small, users in the US
have been more satisfied with the experience than customers in other countries.
16%
19%
30%
36%
30%
26%
22%
10% 6%
Check-in to hotel room
Key to access hotel room
12%
6%
32%
35%
27%
35%
14%
17%
7%Check-in to hotel room
Key to access hotel room
18%
13%
22%
22%
22%
16%
25%
27% 9% 7%
Check-in to hotel room
Key to access hotel room
7 - Extremely satisfied 6 5 4 - Neither dissatisfied nor satisfied 3 2 1 - Extremely dissatisfied
46%
55%
44%
41%
39%
35%
12

13. Finance

14. Frequency of finance-related activities
29%
15%
8%
6%
6%
32%
30%
24%
9%
8%
9%
9%
6%
7%
10%
20%
23%
7%
8%
8%
10%
6%
8%
7%
11%
18%
10%
10%
15%
30%
23%
32%
23%
25%
27%
67%
68%
63%
46%
61%
49%
Review bank account information
Conduct bank transactions
Make person-to-person payments
Review brokerage account, individual stock, or mutual fund
positions
Conduct stock and mutual fund transactions (buy or sell)
Research new investments, stocks, mutual funds, etc.
Research or shop for new financial accounts or insurance
policies
Apply for a new bank, credit card, loan or brokerage
account
Request a quote for an insurance policy or loan rate
Daily Weekly Monthly Every other month or less often Never
70% B
52% B
44% B
21% B
19% B
18% B
20% B
12%
13%
56%
41%
27%
14%
12%
13%
12%
9%
10%
Mobile Elite (A)
Non-Elite (B)*Labels <6% suppressed.
Overall daily/weeklyFrequency of mobile activity
14

15. Finance-related apps vs. websites
• Similarly in the UK, most customers are satisfied with financial mobile apps and
websites, with no differences between the general population and mobile elites.
28%
25%
28%
27%
19%
24%
15%
18%
Satisfaction with mobile apps (A)
Satisfaction with mobile websites (B)
Satisfaction for finance-related content
7 - Extremely satisfied 6 5 4 - Neither dissatisfied nor satisfied 3 2 1 - Extremely dissatisfied
*Labels <6% suppressed.
Overall
satisfaction
56%
53%
15

16. • Similar to the US, UK mobile consumers value simplification in mobile financial
tools.
35%
31%
17%
18%
32%
31%
21%
21%
21%
20%
29%
26%
10%
14%
23%
23%
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Importance to overall experience for finance-related content
7 - Extremely important 6 5 4 - Neither unimportant nor important 3 2 1 - Not important at all
Simplify
tasks
What consumers want
Overall
importance
67%
62%
Personalized
experience
39%
40%
80% for
Mobile elite
56% for
Mobile elite
56% for
Mobile elite
75% for
Mobile elite
16
*Labels <6% suppressed.

17. Finance-related apps vs. websites
• UK consumers strongly prefer using a dedicated mobile app for banking
transactions, person-to-person payments, and reviewing bank account
information.
67%
67%
61%
57%
54%
45%
29%
28%
26%
33%
33%
39%
43%
46%
55%
71%
72%
74%
Mobile web browser Mobile app
Research or shop for new financial accounts or
insurance policies
Request a quote for an insurance policy or loan rate
Research new investments, stocks, mutual funds, etc.
Apply for a new bank, credit card, loan or brokerage
account
Review brokerage account, individual stock, or mutual
fund positions
Conduct stock and mutual fund transactions (buy or sell)
Conduct bank transactions
Make person-to-person payments
Review bank account information (e.g. check balances,
etc.)
17

18. What consumers want
23%
23%
24%
25%
25%
24%
23%
22%
22%
21%
20%
22%
Experience with the financial
institution's mobile app
Experience with the financial
institution's mobile website
Experience with the financial
institution's desktop (non-mobile)
website
Importance of factors in choosing new financial institution
7 - Extremely important 6 5 4 - Neither unimportant nor important 3 2 1 - Not important at all
Overall
importance
47%
48%
62% for
Mobile elite
47%
18
*Labels <6% suppressed.

19. • In most countries, the majority of mobile consumers would consider using
a mobile-only bank.
• The only exception is France where about a third of the consumers indicate
interest in mobile-only banks.
Mobile-only bank consideration
61% C 59% C
32%
58% C
Would consider mobile-
only banking
(A) (B)
(C) (D)
19

20. Retail

21. Frequency of retail-related activities
Overall daily/weekly
23%
21%
19%
16%
14%
14%
13%
12%
11%
11%
11%
9%
32%
29%
31%
22%
37%
34%
33%
31%
25%
26%
28%
22%
19%
18%
21%
13%
23%
23%
25%
27%
23%
19%
29%
17%
11%
14%
12%
14%
14%
14%
16%
17%
19%
18%
18%
20%
14%
17%
17%
34%
12%
14%
14%
14%
21%
26%
15%
32%
Using keyword search for products
Receiving online promotions, specials, or coupons
Browsing for products using sorting or filtering options to
narrow search
Sharing product information with friends
Researching specific product and price information
Reading customer rating and reviews
Comparing product and price by different retailers
Checking order status
Registering online for offers and promotions using your
mobile device
Checking in-store features
Purchasing a product using your mobile device
Viewing visual information
Daily Weekly Monthly Every other month or less often Never
69% B
60% B
60% B
50% B
60% B
63% B
59% B
56% B
47% B
50% B
58% B
45% B
50%
47%
46%
33%
48%
42%
40%
37%
32%
32%
31%
26%
Mobile Elite (A)
Non-Elite (B)
Retail-related activities on mobile
21

22. Retail-related apps vs. websites
16%
22% A
24%
21%
23%
27%
29% B
18% 10%
Satisfaction with mobile apps (A)
Satisfaction with mobile websites (B)
Satisfaction with mobile apps and websites for retail-related content
7 - Extremely satisfied 6 5 4 - Neither dissatisfied nor satisfied 3 2 1 - Extremely dissatisfied
*Labels <6% suppressed.
Overall
satisfaction
40%
44%
61% for
Mobile Elite
53% for
Mobile Elite
22

23. Achieve goals in
a few steps
Earn loyalty
points rewards
What customers want
*Labels <6% suppressed.
18%
20%
36%
31%
30%
25%
13%
15%
31%
31%
43%
38%
15%
19%
24%
24%
26%
23%
14%
15%
21%
26%
24%
26%
28%
26%
25%
26%
20%
24%
27%
25%
23%
21%
18%
22%
25%
22%
11%
12%
19%
18%
35%
32%
22%
18%
13%
12%
6%
7%
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Mobile app (A)
Web browser (B)
Importance to overall experience for retail-related content
7 - Extremely important 6 5 4 - Neither unimportant nor important 3 2 1 - Not important at all
Digital coupons or offers
Overall
importance34%
Price checking
Personalized content
Convenience
39%
60%
55%
56% B
48%
27%
29%
52%
57%
66%
64%
50% for Mobile
Elite
64% for Mobile
Elite
41% for Mobile
Elite
66% for Mobile
Elite
81% for Mobile
Elite
50% for Mobile
Elite
38% for Mobile
Elite
69% for Mobile
Elite
74% for Mobile
Elite
64% for Mobile
Elite
63% for Mobile
Elite
54% for Mobile
Elite
23

24. • Purchases on mobile devices are relatively infrequent. Customers in
France and Germany report a lower likelihood to make such purchases
regularly.
11%
6%
14%
26% C
36% B
6%
20% ACD
8%
21% ACD
20%
28%
4%
7%
5%
14%
17%
43% B
14% AB
10%
5%
11%
19%
44% B
11% B
20 times or more
15-19 times
10-14 times
6-9 times
1-5 times
None - I have not made a purchase
using my mobile device in the past 6
months
Purchases on mobile device
Retail-related purchases
42%
36%
45%
40%
31%
25%
28%
31%
13%
13%
14%
17%
5%
10%
A
8%
6%
9%
16%
A
5%
6%
(A)
(B)
(C)
(D)
Money spent via mobile device
$1 to $249 $250 to $499
$500 to $749 $750 to $999
$1,000 and above
(A) (B)
(C) (D)
24

25. 40%
42% CD
69%
9%
23%
39% C
6%
26%
6%
37%
39% CD
66%
15%
36% A
45% CD
15% A
34% CD
3%
34%
24%
66%
19% A
28%
30%
16% A
24%
3%
41%
29%
66%
20% A
36% A
31%
13% A
25%
3%
Books, magazines, and
newspapers
Movies, music, and games
(excluding iTunes and…
Clothing, shoes, and jewelry
Sports and outdoors
Home, garden, and pets
Grocery, health, and beauty
Tools (auto and industrial)
Toys (baby's and kid's)
Desktop computer
Retail-related purchases
• Overall, books, movies, and fashion are purchased most often via mobile devices.
(A) (B)
(C) (D)
8%
14%
11% D
4% D
5%
6%
6%
12% D
2%
8%
13%
9%
1%
8%
5%
3%
13% D
3%
7%
19% D
10% D
4% D
10% D
6%
3%
14% D
3%
4%
12%
5%
1%
5%
4%
5%
6%
3%
Laptop computer
Smartphone
Tablet computer
Video camera
Camera
Television
Other electronics
Audio equipment
I haven't purchased any of
these through my mobile…
Purchased on a mobile device
25

26. Retail-purchases via app or website
• Similarly in the UK, mobile consumers prefer to conduct research activities on
mobile browser, but are equally likely to want to make purchases or manage
account via app or browser.
63%
61%
59%
54%
54%
52%
51%
50%
47%
46%
43%
43%
37%
39%
41%
46%
46%
48%
49%
50%
53%
54%
57%
57%
Mobile web browser Mobile app
Researching specific product and price information
Comparing product and price by different retailers
Using keyword search for products
Registering online for offers and promotions
Reading customer rating and reviews
Viewing visual information
Checking in-store features
Browsing using sort or filter options
Checking order status
Receiving online promotions, specials, or coupons
Purchasing a product
Sharing product information with friends
26

27. Other mobile activities: QR codes,
bar codes, and mobile wallets

28. • Mobile consumers appear willing to use their mobile devices to interact with
companies, through check in (France excepted), payment, scanning or
advertising.
24% BCD
23% BD
18%
13% CD
18% CD
19% D
11% D
10%
22% D
9% D
10%
13%
7%
Use a 'mobile wallet' capability
where you can use your mobile
device to pay for products and
services
Click thru on mobile ads that are
presented in a mobile website
Use Google Wallet or Apple
Passbook to store coupons or
tickets
Use an augmented reality app
42% C
34%
32% B
31%
27% BCD
42% C
37%
27%
30%
22% D
16%
45% ABD
29%
39% AB
21% D
40% C
37%
31% B
39% AB
17%
'Check-in' to a location service
Send SMS/text messages to
connect with brands and/or
receive discounts
Scan a barcode
Scan a QR code
Click thru on mobile ads that are
presented in a mobile app
Activities on mobile device
(A) (B)
(C) (D)
N/A
N/A
N/A
Activities on mobile device
28

29. QR codes, check-ins and augmented reality apps
84%
BCD 77%
CD
66%
70%
QR code provided mobile-
optimized experience
(% yes) 87%
27% BCD
17% BCD
12% D
5%
92% A
7%
12% D
4%
91%
9%
10% D
4%
93% A
5%
3%
7%
5%
Facebook
Yelp
Foursquare
Shopkick
Other
Location services used for check-ins
46% BD
26%
43% BD
25%
Received incentives for check-ins
(% yes)
59% C
57%
2%
55%
51%
7%
43%
66% BD
2%
64% C
49%
7%
Find a company,
product, or service
Part of a game app
Other
Augmented reality app usage reason
(A) (B)
(C) (D)
N/A
N/A
29

30. Why read barcodes with mobile devices
• Checking prices is the top reason to use barcode reading apps.
• Checking product features is also a top reason in Germany.
56%
23%
11%
23%
24%
31% BCD
40% BCD
7%
2%
3% B
6% C
54%
28% D
9%
25%
21%
16%
21% D
8% D
4%
0%
8% C
58%
24%
15% B
37% AB
18%
17%
21% D
10% D
10% AB
24% ABD
1%
54%
20%
11%
46% ABC
24% C
13%
11%
4%
23% ABC
10% AB
5% C
Check price (online or locally)
Look up availability of a product
Find store locations and/or store hours
Check product features
Check product reviews and ratings
Look for a sale
Look for a coupon
Look for store maps
Monitor diet / Fitness purposes
Rewards or loyalty program
Other
Reason for using barcode reading app
(A) (B)
(C) (D)
30

31. 16% CD
16%
14% D
13%
13% D
13%
12%
3%
14%
14%
9%
18%
14% D
12%
20% A
3%
8%
15%
9%
15%
16% D
18%
26% A
3%
7%
13%
7%
14%
5%
20%
25% A
5%
Desktop computer
Television
Video camera
Audio equipment
Camera
Tools (auto and industrial)
Sports and outdoors
Other electronics
Mobile Wallet
• Mobile wallet is gaining its fans. Most who’ve used find the experience to be
easier than traditional credit card payment.
45%
44%
41% D
28%
26%
24%
24% D
22% D
20%
38%
47% C
34%
26%
31%
18%
19%
26% D
16%
50% B
34%
34%
21%
34%
27%
18%
21%
15%
55% B
38%
29%
20%
46% AB
29% B
14%
13%
13%
Clothing, shoes, and jewelry
Grocery, health, and beauty
Movies, music, and games
Smartphone
Books, magazines, and
newspapers
Home, garden, and pets
Tablet computer
Toys (baby's and kid's)
Laptop computer
83%
CD
84%
CD
69% 72%
Believe mobile wallet is easier
to use than a credit card to pay
(% yes)
(A) (B)
(C) (D)
Purchased using a mobile wallet
31

32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.