Mobile devices have become a cultural phenomenon with usage growing at breakneck speeds within the US and across the globe. At its core, mobile is human-centric and it has never been so integrated into consumers’ lives. Here are some slides that dive into the depths of mobile and audience usage with up-to-date stats from the most reputable sources.

1. A DEEP DIVE INTO THE
MOBILE AUDIENCE

2. Mobile vs. PC
Market
58% of adults
own a
smartphone and
42% own a tablet
60% of digital
media time spent
is on mobile
2014 Global Shipments
308 M 256 M
1.9 BN
Tablet PC Mobile
http://www.gartner.com/newsroom/id/2791017
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdf

3. Usage
Growth
Over the past year, there has been a
20% increase in smartphone
subscribers
Tablet shipments have increased by
52%
Overall, mobile data traffic has
experienced growth at 81%
http://www.gartner.com/newsroom/id/2791017
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdf
http://www.kpcb.com/internet-trends

4. Who?
Source: Mintel.

5. Who? People with a
higher income
are heavier mobile
users
$
https://www.adobe.com/aboutadobe/pressroom/pdfs/Mobile_Shopping_Retail_App_Usage_on_the_Rise_Infographic.pdf

6. Where?
83% of people do not leave home
without their smartphones
84% of consumers use smartphones
while on-the-go
96% use smartphones while at
home
80% of tablet usage takes place at
home
http://academic.mintel.com/display/708997/
http://services.google.com/fh/files/misc/omp-2013-us-en.pdf
http://www.utexas.edu/courses/kincaid/DigitalMetrics/projects/projectmobilesummerreadings/140527Adobe-2013MobileConsumerSurvey.pdf

7. How?
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/
Text 81%
Take Pictures or Videos 73%
Play Games 68%
Watch Videos 63%
Surf the Internet 60%
Check E-mails 52%
Download Apps 50%
Listen to Music 48%
Read the News 45%

8. How?
What Advertisers Have Access To:
Source: TechCrunch

9. Let’s go
shopping
Mobile shopping sales increased 36%
from 2012 to 2013.
70% of smartphone shoppers use a
store locator
40% of online adults make a purchase
online, 19% on smartphone and 17%
on tablets.
http://academic.mintel.com.ezproxy.lib.utexas.edu/display/680551/
http://academic.mintel.com/display/708997/
http://www.nielsen.com/us/en/insights/news/2013/a-mobile-shoppers-journey--from-the-couch-to-the-store--and-back.html

10. Advertising
Mobile is a Powerhouse
Share of adults making a purchase in
the past month due to a mobile ad is
similar to that of TV
Mobile Ads score higher than
Desktop Ads in awareness,
favorability, likelihood to recommend,
and purchase intent
81% of users use a smartphone and
television simultaneously
http://academic.mintel.com/display/708998/
http://www.comscore.com/layout/set/popup/content/download/26883/1364593/version/2/file/The_State_of_the_Mobile_Industry.pdf
http://www.utexas.edu/courses/kincaid/DigitalMetrics/projects/projectmobilesummerreadings/120801Google-The-new-multi-screen-world-study_research-studies.pdf

11. Ad
Reception
61% agreed that “it is easy to
ignore ads on my phone.”
29% said they are
comfortable receiving ads on
their phone, while only 17%
were last year
http://academic.mintel.com/display/708997/

12. Usage vs
Spending
Print Internet Mobile
Source: Mary Meeker
Multi $BN
Opportunity
$7 BN
5% 19% 25% 22% 20% 4%
Time Spent
Ad $ Spent
% of Time Spent in Media vs. % of
Advertising Spending, USA 2013

13. Thank You!