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Adobe Mobile Consumer Report

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.

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Adobe Mobile Consumer Report

  1. 1. ADOBE 2015 MOBILE CONSUMER STUDY— COMPLETE FINDINGS Adobe Marketing Insights & Operations (MIO)
  2. 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. 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. 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. 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. 6. Travel
  7. 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. 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. 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. 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. 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. 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. 13. Finance
  14. 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. 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. 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. 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. 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. 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. 20. Retail
  21. 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. 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. 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. 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. 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. 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. 27. Other mobile activities: QR codes, bar codes, and mobile wallets
  28. 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. 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. 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. 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. 32. © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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