2014 Mobile Behavior Report
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Transcript of 2014 Mobile Behavior Report
![Page 1: 2014 Mobile Behavior Report](https://reader038.fdocuments.us/reader038/viewer/2022110115/54c775754a7959f34f8b4597/html5/thumbnails/1.jpg)
Combining mobile device tracking and consumer survey data to build a powerful mobile strategy
2014 Mobile Behavior Report
![Page 2: 2014 Mobile Behavior Report](https://reader038.fdocuments.us/reader038/viewer/2022110115/54c775754a7959f34f8b4597/html5/thumbnails/2.jpg)
The Mobile Consumer Survey:Objectives & Methodology
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Tracked 470 peoplefrom Luth’s ZQ technology
Asked from January 6-14, 2014
Integrated data and survey responses
The Mobile Consumer Survey:Objectives & Methodology
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What is Mobile?
• Consumers most frequently associate “mobile” with a smartphone/cell phone
• 85% said mobile devices are a central part of everyday life
• Consumers spend 3.3 hoursa day on their smartphones
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The Role of Tablets
• 73% of smartphone owners also owned a tablet
• Ownership by income/age:
- 81% own tablet ($75-$100K)
- 79% own tablets ($100K+)
- 81% own tablets (aged 35-44)
• Time spent on devices increased when both were owned
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Leadership in Mobile• More than nine out of ten consumers say that access to content however
they want it is somewhat or very important; 59% say it’s very important
• 83% say a seamless experience across all devices is somewhat or very important
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Device BreakdownDevice Breakdown by Hours
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Device BreakdownDevice Breakdown by Age
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3.1 hrs3.3 hrs
Average Hours Per Day Spent on Mobile Device
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Activities on a Smartphone/Tablet: by Channel & Activity
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Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners
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Mobile Usage by Device Type:Hours in the Day
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Mobile Usage by Device Type:Day of the Week
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Device Breakdown
Access to content any way that I want it
How Consumers Rate Mobile Brand Factors
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Seamless experience across all my devices
How Consumers Rate Mobile Brand Factors
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Is a technology leader
How Consumers Rate Mobile Brand Factors
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Email from Brands
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Purchase from a Brand’s Email
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Location Sharing
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Push Notifications
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Business-Specific Apps
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Text Messages
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Social on Mobile
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Mobile Optimized Websites
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exacttarget.com/2014-mobile-behavior-report