The State of Mobile Benchmark Report

The State of Mobile Benchmark
Adobe Digital Index

ADOBE DIGITAL INDEX
Mobile’s on the move
Mobile devices have changed the way consumers interact with
businesses. Marketers should understand the trends, strengths,
and weaknesses of both tablets and smartphones in order to
present the right experience to the different mobile customers.
Table of contents
Mobile browsing
01 Tablet versus smartphone growth
02 Traffic share by country
03 Traffic share by industry
04 Smartphone operating systems by country
05 U.S. smartphone operating system growth
06 Smartphone manufacturers by country
07 Tablet operating systems by country
Mobile reading
08 Digital magazine readership growth
09 Engagement by device type
The State of Mobile Benchmark - Q2 2013
Mobile viewing
10 Video on mobile devices
Mobile social media
11 Engagement on mobile devices
Mobile shopping
12 Conversion by mobile device type
13 Glossary
14 Methodology

ADOBE DIGITAL INDEX
Mobile browsing
Tablet versus smartphone growth
In just three years, tablets have overtaken
smartphones in the amount of traffic they drive.
The findings:
Globally, websites are getting more traffic from tablets
than smartphones.
Internet users view 70% more pages per visit when
browsing on a tablet vs. a smartphone.
The opportunity:
While tablet and smartphone consumers are both mobile
users, they behave very differently. Tablet users actually
behave more like PC users in the way they
browse and engage.
1
SHARE OF PAGE VIEWS
TABLET
PROJECTION
SMARTPHONE
PROJECTION
10%
5%
0%

ADOBE DIGITAL INDEX
Mobile browsing
Traffic share by country
Consumers all over the world are trying tablets
for the first time. Internet users in western
countries have adopted tablets rapidly, while
their counterparts in Asia prefer to browse
via smartphone.
The findings:
Smartphone traffic is similar between the U.S. and the U.K.,
but tablet traffic is much higher in the U.K.
U.K. Internet surfers are more likely to browse through both a
tablet and smartphone than their German and French counterparts.
In Japan and China, smartphones remain the browsing device of choice.
The opportunity:
Consumers use their various mobile devices differently. You need
to optimize your site for both the smartphone and tablet experiences.
TABLET SMARTPHONE
2

ADOBE DIGITAL INDEX
Mobile browsing
Traffic share by industry
Consumers’ preferences for tablets versus
smartphones vary depending on the type of site
they’re visiting. When shopping on retail and
e-commerce sites, users prefer tablets. Telecom
and media sites tend to be frequented more often
by smartphone users.
The findings:
Retail websites get the most tablet traffic followed by auto and
travel & hospitality sites.
Conversely, consumers prefer their smartphone when visiting
both telecom and media & entertainment sites.
The opportunity:
As tablets get smaller and smartphones get bigger you’ll need to
rely less on screen size and more on other cues like connection type
(Wi-Fi vs. cellular) and referral source to determine the best web
experience to offer.
3
TABLET SMARTPHONEMOBILE TRAFFIC SHARE
BY INDUSTRY
10%
5%
0%

ADOBE DIGITAL INDEX
Mobile browsing
Smartphone operating
system by country
Android and iOS are becoming more dominant
around the world. Other competing platforms
account for only a small percentage of the traffic.
The findings:
AndroidTM
and iOS account for nearly 90% of smartphone
browsing in all six of the countries we observed.
RIM and Symbian® maintain their strongest footholds in
the U.K. and China.
Android share is largest in Japan.
iOS is the leading operating system in the U.S., U.K., and France.
The opportunity:
As the market consolidates around iOS and Android, focus
your mobile experience on these two major players.
4
iOS
ANDROID
RIM
SYMBIAN
OTHER*
*SEE APPENDIX
SHARE OF VISITS BY SMARTPHONE OPERATING SYSTEM
FEBRUARY 2013

ADOBE DIGITAL INDEX
Mobile browsing
U.S. smartphone
operating system growth
Even as sales of Android devices increase, iOS
has reemerged as the operating system most
often used for browsing in the U.S.
The findings:
Today, iOS accounts for 49% of smartphone
browsing in the U.S.
Android accounts for 45% of smartphone browsing.
Over the last 12 months, RIM slid from a 5% to a 1%
share of visits in the U.S., and Windows® maintained
its 1% share.
5
U.S. SMARTPHONE SHARE OF VISITS
FEBRUARY 2013
4%
2%
0%
60%
40%
20%
0%
iOS ANDROID RIM
RIM WINDOWS SYMBIAN LINUX® BADA

ADOBE DIGITAL INDEX
Mobile browsing
Smartphone manufacturers
by country
In five of the six countries we featured, Apple
and Samsung devices accounted for the majority
of smartphone website traffic. Japan was the
only outlier.
The findings:
From February 2012 to February 2013, the share of online visits
from Samsung devices has grown at the expense of other
manufacturers who produce Android-based devices.
No manufacturer besides Samsung and Apple has gained
more than a 1% market share in the U.S. in the last year.
In Japan, its DoCoMo, not Samsung, that accounts for
significant percentage of mobile visits, closely rivaling Apple.
6
APPLE SAMSUNG HTC MOTOROLA RIM
APPLE
SAMSUNG
HTC
DOCOMO
OTHER*
*SEE APPENDIX
SHARE OF VISITS BY SMARTPHONE MANUFACTURERS
FEBRUARY 2013
40%
20%
0%

iOS ANDROID WINDOWS LINUX RIM
ADOBE DIGITAL INDEX
Mobile browsing
Tablet operating systems
by country
When it comes to browsing on tablets, Apple
has a commanding lead in all six of the
countries we featured.
The findings:
iOS dominates tablet browsing with over 77% of the share
in the six countries measured, and continues to increase its
share of tablet visits.
In the U.S., iOS grew by nearly 10% year-over-year with the
release of the iPad 3 in March 2012, and iPad 4 and Mini in
November 2012.
7
iOS
ANDROID
OTHER*
*SEE APPENDIX
SHARE OF VISITS BY TABLET OPERATING SYSTEM
FEBRUARY 2013
100%
80%
60%
40%
20%
0%

ADOBE DIGITAL INDEX
Mobile reading
Digital magazine
readership growth
Publishers of digital print content are enjoying
steady growth in readership due in part to
release of new devices and further adoption
of digital magazines.
The findings:
From August 2012 to February 2013, there was a 200% average
growth in readers of digital publishing apps.
8
SECOND QUARTILE
THIRD QUARTILE
AVERAGE PUBLICATION
AVERAGE REACH GROWTH
AUGUST 2012 - FEBRUARY 2013

ADOBE DIGITAL INDEX
Mobile reading
Engagement by device type
Most digital magazine consumers read with tablets.
Tablet use leads to more frequent, in-depth, and
longer reading sessions compared to smartphones.
The findings:
Seventy-five percent of reading sessions occur on tablets,
and 23% on smartphones. When compared to smartphone
readers, tablet readers:
_
Open their app twice as often per month
_
Read three times as many pages each time they read
9
READING SESSION USAGE
FEBRUARY 2013
FREQUENCY
READS/MONTH
ENGAGEMENT
PAGES/READ
1.7
2.9
10.0
30.3

ADOBE DIGITAL INDEX
Mobile viewing
Video on mobile devices
Mobile video consumption is on the rise. By Q4 2012,
mobile video starts—including both smartphones
and tablets—have tripled year over year and currently
account for over 10% of total digital video starts.
The findings:
Video starts on smartphones tripled year over year from 2011 to 2012.
Tablet video consumption slightly outpaced smartphones in
video starts.
The opportunity:
The growing mobile audience provides incremental engagement and
revenue opportunities for advertising. Tablet viewers, in particular, are
early adopters who typically spend more money, book more trips, and
consume more media content. Publishers can capitalize on this target
audience with high CPMs and incremental impressions.
10
ALL MEDIA VIDEO VIEW RATE
Video view rate is defined as video starts divided by visits.
SHARE OF VIDEO STARTS
Share of video starts are defined
as the device type video starts
divided by total video starts.
96.9% PC
1.8% TABLET
1.3% SMARTPHONE
89.6% PC
6.5% TABLET
3.9% SMARTPHONE

MOBILE SHARE OF NEW PAGE LIKES
JANUARY 2012 - APRIL 2013
ADOBE DIGITAL INDEX
Mobile social media
Engagement on mobile devices
Mobile accounts for a growing share of social media
engagement. Mobile consumers like the strides
Facebook is making to improve the user experience
on smartphones and tablets.
The findings:
One third of all likes on Facebook now occur via a mobile device.
After a slight dip at the end of 2012, the mobile share of Facebook
“likes” jumped 56% between December 2012 and January 2013.
The opportunity:
Mobile and social go hand in hand. Use mobile specific
offers on social media channels to reinforce this
natural affinity.
11

ADOBE DIGITAL INDEX
Mobile shopping
Conversion by mobile device type
When shopping online, consumers use tablets like
a PC to compare products and make the purchase.
They use smartphones for quick references like
price checks and finding store locations.
The findings:
Conversion rates on tablets are three times greater
than on smartphones.
Tablet conversion rates still don’t match those of PCs.
The opportunity:
Differences in conversion rates point to the use cases
shoppers have in mind when they choose to use a tablet
or a smartphone. Retailers should not treat all mobile visits
the same.
12
RETAIL CONVERSION
DECEMBER 2012

ADOBE DIGITAL INDEX
Glossary
Average Reader Growth: Unique visitors by month divided by August 2012 unique visitors.
Download Completion Rate: Download starts divided by download completes.
Consumption: Time spent divided by month.
Conversion Rate: Orders divided by visits.
Engagement (Reading): Pages divided by reading session.
Frequency (Reading): Reading sessions divided by month.
Like Share: Likes divided by total likes.
Page Views Share: Page views divided by total page views.
Video Start Share: Video starts divided by total video starts.
Video view rate: Video starts divided by visits.
Visit Share: Visits divided by total visits.
13

ADOBE DIGITAL INDEX
Methodology
The data for The State of Mobile report was pulled from:
Mobile browsing statistics were based on analysis of more than 150 billion visits to 1,500+ websites
worldwide between January 2012 to February 2013.
Mobile reading statistics were based on analysis of 223.5 million reading sessions to 100 digital
magazine apps between January 2012 to February 2013.
Mobile viewing statistics were based on analysis of 19.6 billion video starts on 50 media websites in 2012.
Mobile shopping statistics were based on analysis of 500+ retail websites in December 2012.
Visit our website:
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Read our blog:
blogs.adobe.com/digitalmarketing/?s=digital+index
Follow us:
@AdobeMktgCloud
Ask a question or make a suggestion:
digindex@adobe.com
14

ADOBE DIGITAL INDEX
Appendix
U.S. Smartphone Share of Visits by Operating System
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13
iOS 37.0% 38.5% 39.8% 40.7% 42.1% 44.1% 43.8% 44.6% 46.1% 47.3% 48.0% 48.7% 49.7%
Android 52.8% 52.2% 51.2% 50.7% 49.7% 47.8% 49.3% 48.9% 47.7% 46.9% 46.4% 45.8% 45.3%
Windows 1.3% 1.3% 1.4% 1.4% 1.3% 1.4% 1.2% 1.2% 1.2% 1.1% 1.1% 1.1% 0.9%
RIM OS 4.1% 3.9% 3.6% 3.3% 3.0% 2.9% 2.7% 2.5% 2.2% 2.1% 1.8% 1.6% 1.5%
Linux 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0%
Symbian 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%
Bada 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
U.S. Smartphone Share of Visits by Manufacturer
Apple 37.0% 38.5% 39.8% 40.7% 42.1% 44.1% 43.8% 44.6% 46.1% 47.3% 48.0% 48.7% 49.7%
Samsung 14.9% 15.3% 15.4% 15.4% 15.8% 16.4% 17.4% 18.2% 18.7% 19.2% 20.0% 20.8% 21.1%
HTC 17.3% 16.5% 15.7% 15.1% 14.0% 13.2% 12.5% 11.9% 11.0% 10.1% 9.2% 8.4% 7.8%
Motorola 11.9% 12.0% 11.8% 11.8% 11.8% 10.6% 11.1% 10.7% 10.1% 9.7% 9.2% 8.7% 8.4%
Nokia 0.7% 0.7% 0.8% 0.9% 1.0% 1.0% 0.9% 1.0% 1.0% 1.0% 1.1% 1.2% 1.3%
DoCoMo 0.0% 0.0% 0.0% 0.0% 0.0% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Sony
Ericsson
0.4% 0.4% 0.5% 0.5% 0.5% 0.4% 0.5% 0.5% 0.5% 0.4% 0.4% 0.4% 0.4%
LG 4.5% 4.3% 4.2% 4.2% 4.1% 3.7% 4.0% 3.8% 3.7% 3.6% 3.5% 3.4% 3.7%
Huawei 0.8% 0.8% 0.8% 0.8% 0.8% 0.8% 0.9% 0.9% 0.9% 0.9% 0.9% 0.8% 0.8%
ZTE 0.4% 0.4% 0.5% 0.5% 0.6% 0.5% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6% 0.6%
T-Mobile 1.9% 1.7% 1.6% 1.5% 1.4% 1.2% 1.2% 1.1% 0.9% 0.8% 0.7% 0.6% 0.5%
RIM 4.1% 3.9% 3.6% 3.3% 3.0% 2.9% 2.7% 2.5% 2.2% 2.1% 1.8% 1.6% 1.5%
Sony 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.1%
Xiaomi 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
SHARP 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Other 2.4% 2.2% 2.1% 2.0% 1.9% 1.7% 1.7% 1.7% 1.8% 2.0% 2.1% 2.3% 2.1%
U.S. Tablet Share of Visits by Operating System
iOS 68.8% 70.7% 70.4% 71.4% 72.9% 74.3% 75.8% 77.0% 78.1% 78.7% 77.6% 76.5% 77.4%
Android 27.2% 25.6% 26.3% 25.5% 24.5% 23.3% 22.1% 21.0% 20.0% 19.3% 20.4% 21.4% 21.0%
Windows 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.1% 0.2% 0.3% 0.0%
RIM OS 1.1% 1.2% 1.1% 1.0% 1.0% 0.8% 0.8% 0.7% 0.7% 0.7% 0.6% 0.5% 0.5%
Linux 1.8% 1.7% 1.5% 1.3% 1.2% 1.0% 1.0% 0.9% 0.8% 0.7% 0.6% 0.5% 0.5%
Symbian 0.4% 0.4% 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%
Bada 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
U.S. Tablet Share of Visits by Manufacturer
Apple 69.5% 71.5% 72.1% 73.0% 74.5% 73.3% 77.9% 79.2% 79.8% 80.4% 79.5% 78.6% 79.5%
Amazon 9.9% 8.6% 9.8% 9.5% 9.2% 7.6% 7.3% 6.5% 5.9% 5.5% 6.2% 6.9% 6.6%
Samsung 4.2% 4.3% 3.9% 3.9% 3.8% 3.1% 3.6% 3.6% 3.8% 3.8% 4.0% 4.2% 4.4%
Google 0.1% 0.8% 1.1% 1.3% 1.4% 1.7% 2.0% 2.0%
Acer 1.5% 1.6% 1.4% 1.4% 1.4% 1.0% 1.1% 1.0% 1.0% 0.9% 0.8% 0.8% 0.7%
RIM 1.2% 1.3% 1.1% 1.0% 1.0% 0.8% 0.8% 0.7% 0.7% 0.6% 0.6% 0.5% 0.5%
Motorola 2.2% 2.1% 1.8% 1.7% 1.5% 1.1% 1.2% 1.2% 1.1% 1.1% 0.9% 0.8% 0.7%
Barnes
and
Noble
2.0% 2.0% 2.1% 2.1% 2.0% 1.5% 1.6% 1.4% 1.3% 1.3% 1.2% 1.0% 1.0%
Asus 1.9% 1.9% 1.7% 1.5% 1.4% 1.5% 1.4% 1.3% 1.3% 1.2% 1.2% 1.1% 1.0%
Toshiba 1.6% 1.5% 1.4% 1.3% 1.2% 0.9% 1.0% 0.9% 0.9% 0.8% 0.7% 0.6% 0.6%
HP 1.7% 1.6% 1.4% 1.2% 1.1% 0.9% 0.9% 0.8% 0.7% 0.6% 0.5% 0.4% 0.4%
DoCoMo 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Sony 0.2% 0.2% 0.2% 0.3% 0.3% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2% 0.2%
Microsoft 0.0% 0.2% 0.3% 0.4% 0.4%
DELL 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.1% 0.0% 0.0%
Huawei 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Lenovo 0.2% 0.2% 0.2% 0.2% 0.1% 0.1% 0.2% 0.1% 0.1% 0.2% 0.2% 0.2% 0.2%
LG 0.1% 0.2% 0.1% 0.1% 0.1% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%

ADOBE DIGITAL INDEX
Appendix
Tablet manufacturers share of visits: February 2013
Apple Amazon Samsung Google Acer RIM Motorola Barnes & Noble Asus Toshiba HP DoCoMo Sony MS DELL Huawei Lenovo ZTE LG HTC
U.S 77.8% 7.6% 4.4% 2.0% 0.7% 0.5% 0.8% 1.1% 1.0% 0.6% 0.5% 0.0% 0.2% 0.4% 0.0% 0.0% 0.2% 0.0% 0.0% 0.0%
U.K 84.2% 3.2% 3.6% 3.1% 0.3% 1.4% 0.4% 0.0% 0.4% 0.1% 0.1% 0.0% 0.2% 0.2% 0.0% 0.0% 0.1% 0.0% 0.0% 0.1%
Germany 81.8% 0.9% 7.2% 1.6% 1.8% 0.0% 0.5% 0.0% 0.7% 0.2% 0.0% 0.0% 0.5% 0.2% 0.0% 0.1% 0.0% 0.0% 0.0% 0.0%
France 77.4% 0.3% 11.2% 1.2% 2.6% 0.2% 0.0% 0.0% 2.3% 0.3% 0.2% 0.0% 0.5% 0.3% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Japan 78.2% 1.3% 0.7% 3.9% 0.9% 0.0% 0.5% 0.0% 0.3% 0.4% 0.0% 8.2% 2.8% 0.1% 0.1% 0.0% 0.3% 0.0% 0.4% 0.0%
China 81.6% 1.4% 6.8% 1.4% 0.7% 0.5% 0.5% 0.1% 1.0% 0.2% 0.1% 0.0% 0.4% 0.5% 0.1% 0.2% 0.3% 0.0% 0.0% 0.3%
Smartphone manufacturers share of visits: February 2013
Apple Samsung HTC Motorola Nokia DoCoMo Sony Ericsson LG Huawei ZTE T-Mobile RIM Sony Xiaomi SHARP Other
U.S 49.5% 21.2% 7.8% 8.4% 1.3% 0.0% 0.4% 3.7% 0.8% 0.6% 0.5% 1.5% 0.1% 0.0% 0.0% 2.1%
U.K 53.5% 24.4% 6.9% 0.6% 2.7% 0.0% 2.6% 0.9% 0.2% 0.1% 0.1% 4.1% 0.6% 0.0% 0.0% 0.7%
Germany 44.9% 33.8% 6.7% 0.8% 1.7% 0.0% 4.7% 1.7% 0.4% 0.0% 0.0% 0.4% 0.4% 0.0% 0.0% 1.9%
France 51.0% 31.0% 2.8% 0.6% 1.7% 0.0% 3.9% 1.7% 0.0% 0.1% 0.0% 1.5% 0.4% 0.0% 0.0% 1.8%
Japan 36.3% 2.5% 1.3% 0.0% 0.0% 32.7% 6.7% 1.1% 0.0% 0.0% 0.0% 0.0% 0.2% 0.0% 5.1% 10.8%
China 32.0% 22.1% 6.5% 1.5% 7.2% 0.2% 2.0% 1.5% 2.1% 0.4% 0.1% 1.1% 0.3% 1.0% 0.1% 3.5%
Smartphone OS share of visits: February 2013
iOS Android Windows RIM Linux Symbian Bada Other
U.S 49.5% 45.5% 0.9% 1.5% 0% 0.2% 0% 2.5%
U.K 53.5% 37.2% 1.4% 4.1% 0% 0.4% 0.1% 3.3%
Germany 44.9% 48.9% 1.1% 0.4% 0% 0.4% 0% 4.2%
France 51.0% 41.2% 1.0% 1.5% 0.0% 0.3% 1.2% 3.8%
Japan 36.3% 60.9% 0.0% 0.0% 0.0% 0.1% 0.0% 2.7%
China 32.0% 49.6% 0.9% 1.1% 0.1% 3.8% 0.3% 12.2%
Tablet OS share of visits: February 2013
iOS Android Windows RIM OS Linux Other
U.S 77.8% 20.5% 0.0% 0.5% 0.5% 0.7%
U.K 84.2% 13.8% 0.0% 1.4% 0.1% 0.4%
Germany 81.8% 17.5% 0.0% 0.0% 0.0% 0.6%
France 77.4% 22.0% 0.0% 0.2% 0.2% 0.1%
Japan 77.2% 22.4% 0.0% 0.0% 0.0% 0.4%
China 81.6% 17.3% 0.0% 0.5% 0.1% 0.5%
©2013 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. Linux is the registered trademark of Linus Torvalds in the
U.S. and other countries. Symbian and all Symbian based marks and logos are trademarks of Symbian Limited. Windows is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. All other trademarks are the property of their respective owners.

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