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A Deep Dive Into The Mobile Audience

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A Deep Dive Into The Mobile Audience

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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.

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.

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A Deep Dive Into The Mobile Audience

  1. 1. A DEEP DIVE INTO THE MOBILE AUDIENCE
  2. 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. 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. 4. Who? Source: Mintel.
  5. 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. 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. 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. 8. How? What Advertisers Have Access To: Source: TechCrunch
  9. 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. 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. 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. 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. 13. Thank You!

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