Trying to maintain a firm grasp of the mobile landscape is like trying to push a shopping cart over the Sahara Desert: you’re dealing with an unwieldy vehicle on a rapidly shifting surface where the topography can change seemingly overnight. Every year, in this annual state of the union for mobile, I push the shopping cart so you don’t have to. This deck shares current stats around mobile usage, traffic, spending, performance, user expectations, and other trends.

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Mobile State of the Union
Tammy Everts • 2016 RWD Summit

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@tameverts
performancebeacon.com
WPOstats.com

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Today…
Who’s using mobile?
How are they using it?
What do they want?
How much are they spending?
What are their biggest performance issues?

4. Everyone is
a mobile user

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92% of US adults own a cellphone
Pew Research, August 2015

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166.7 million
Number of US tablet users today
185 million
Projected number of US tablet users by 2020
eMarketer, 2016

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Today, there are about 7.3 billion
mobile subscriptions worldwide
By 2021, that number is expected to hit
9.1 billion
(That’s 25% growth in six years.)
Ericsson, February 2016

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Millennials are now
the largest generation in the US
81% primarily use mobile to shop

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The fastest growing cohort
of mobile users is aged 46-54
1 out of 4 mobile shoppers is 55+

10. What do
people want
from their mobile
experiences?

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Harris/SOASTA, 2015

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Software Advice, 2015

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16. M-commerce

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Forrester, October 2015
$115 billion
Mobile commerce in 2015
$142 billion
Mobile commerce in 2016

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Forrester, October 2015

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Forrester, October 2015

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http://www.soasta.com/blog/back-to-school-website-performance-monitoring/

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Criteo, 2015
Mobile optimized Unoptimized
Percentage of total
ecommerce traffic
31% 22%
Average product views
per visit
3 2.3
Add-to-basket rate 12% 8.2%
Average conversion rate 3.4% 1.6%

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Internet Retailer Mobile 500, March 2016
2.83%Average conversion rate
for top 50 merchants
in the Mobile 500

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25. The mobile
landscape

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Mobile HTTP Archive, March 2016

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Mobile HTTP Archive, March 2016

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http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/

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http://www.soasta.com/blog/more-bandwidth-isnt-a-magic-bullet-for-web-performance/

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OpenSignal, August 2015

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OpenSignal, August 2015

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OpenSignal, August 2015

38. Mobile performance

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Only 12% of CSS developers
consider performance a top priority
Ultimate CSS Survey, Sitepoint (2016)

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http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

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http://www.soasta.com/blog/mobile-web-performance-monitoring-conversion-rate/

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Lara Hogan, Senior Engineering Manager
“We ran this experiment on mobile web
where we added 160 kilobytes of hidden images,
meaning the user saw nothing different.
We just dumped a bunch of hidden images onto the
page and increased page weight by 160 kilobytes.
It triggered a 12% increase in bounce rate. Insane.
Twelve percent is a lot of percent.”

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Takeaways
Everyone is a mobile user
Mobile drives ecommerce
Faster pages are the holy grail of mobile UX
Page bloat!
Images!!
Faster networks aren’t a cure-all!!!
Even small changes can make a big difference

46. Thanks!

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@tameverts
performancebeacon.com
WPOstats.com