With the meteoric rise of mobile devices and tablets, it’s no surprise that mobile is a way of life and is here to
stay. In 2012, there were 121 million smartphone users and 94 million tablet users in the United States alone,
representing a 31% and 180% increase over 2011, respectively.
Mobile devices have changed the way consumers interact with businesses, and today’s digital marketers must understand how consumers use
different devices to be able to build and optimize mobile marketing strategies that deliver the right mobile
experience to each mobile user. In addition, 2013 marked a significant shift in how mobile users are accessing websites. According to the Adobe
Digital Index,global websites are now getting more traffic from tablets than smartphones, with 8% and 7% of
monthly page views respectively. Given that tablet visitors spend more per online purchase with U.S. retailers
than visitors using smartphones, tablet traffic is proving to be more valuable in terms of e-commerce and
engagement and represents significant implications for the development and optimization of mobile strategies.
Results from the Adobe 2013 Mobile Consumer Survey show that consumers are using their smartphones and
tablet devices to connect with brands in a variety of ways, and they are increasingly moving back and forth
between different devices and form factors.
See the results
Average time spent with digital media per day will surpass TV viewing time for the first time this year, according to eMarketer’s latest estimate of media consumption among US adults.
The average adult will spend over 5 hours per day online, on nonvoice mobile activities or with other digital media this year, eMarketer estimates, compared to 4 hours and 31 minutes watching television. Daily TV time will actually be down slightly this year, while digital media consumption will be up 15.8%.
The most significant growth area is on mobile. Adults will spend an average of 2 hours and 21 minutes per day on nonvoice mobile activities, including mobile internet usage on phones and tablets—longer than they will spend online on desktop and laptop computers, and nearly an hour more than they spent on mobile last year.
For more charts and the complete article, click here
IDG Global Solutions survey finds work and personal use converge
Framingham, MA, USA, & Staines, UK—July 30, 2013 —The adoption of mobile devices for personal use is well documented but less is known about their use at work. An IDG Global Solutions (IGS) survey found a growing overlap between home and work use among participants in 43 countries. Forty-one percent use their private smartphone for business while almost as many use a tablet (37%). Private/business tablet use ran as high as 59% in Asia Pacific and Latin America to 36% in North America and 29% in Western Europe. As for smartphones supported by an organization’s IT department, Asia Pacific and Latin America led the way followed by Eastern Europe and North America.
The 25,601 respondents to an online survey fielded from March to May 2013 said they rely heavily on both devices to read email (93%-94%) and download or use mobile apps (67%-71%). They are also actively seeking industry news and conducting research about technology issues and products (insert link to Work Usage slides Q 26 and 9). The questionnaire was posted to 120 IDG tech media sites worldwide that attract both consumers and IT professionals.
When asked if a tablet is their primary computer, respondents in Middle East/Africa led the way at 43% followed by respondents in Latin America and Asia Pacific at around 30% each. Users in North America and Western Europe came in at 19% and 18%, respectively.
For the full press release click here
For infographics and charts on the mobile research click here
2013 IDG Global Solutions (IGS) research based on 25,601 worldwide technology professionals and consumers shows that across every corner of the globe the volume of people interacting with mobile is escalating. Whether on tablets or smartphones, at work or outside of it, survey participants consume all forms of content from entertainment videos, to product research, to full commercial engagement with advertising.
Click here for infographics and charts about this mobile research
I have written in previous minsider columns about the rise of social media and its impact on marketing, as programs move from carefully crafted campaigns and timelines to an era of real- time marketing and instantaneous feedback. I have also written about mobile, the rise of smartphones and tablets and the sense of frustration that the reality of massive adoption has not matched the hype about advertising on mobile devices.
In both instances, the common thread is the sense of the always on, always connected consumer and the real enabler of that is the inexorable rise of mobile device use. On July 10, our sister company at IDG, IDC, reported a continuing decline in PC shipments in the second quarter compared to the same period last year. Tablets were cited as one of the reasons for the PC decline that stretches a record five straight quarters.
Predicting Major Changes to Affect Us All
At IDC, analysts have coined a phrase which captures what is happening in the technology market. The 3rd platform is driving growth. Of course, this is upending industries as new entrants built on a 3rd platform approach quickly gain market share and profit from established organizations tied to a 2nd platform model of doing business. The 2nd platform has grown for almost 30 years based on the era of personal computing and the Internet.
Over the next six months, nearly an equivalent percentage of mobile app developers expect to build for tablets as for smartphones: 81.34 percent vs. 84 percent, respectively. Since 2010, the number of developers focusing on enterprise apps has jumped from 38 percent to 51 percent, and the figure is further expected to rise as high as 63 percent by the end of the year.
These latest numbers come from a study conducted in April 2013, in which Appcelerator and IDC surveyed 6,046 Appcelerator Titanium developers. The duo claims this is the world’s largest survey of mobile app developers to date.