Combining mobile device tracking and consumer survey data to build a powerful mobile strategy

2014 Mobile Behavior Report

The Mobile Consumer Survey:Objectives & Methodology

Tracked 470 peoplefrom Luth’s ZQ technology

Asked from January 6-14, 2014

Integrated data and survey responses

The Mobile Consumer Survey:Objectives & Methodology

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

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

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

Device BreakdownDevice Breakdown by Hours

Device BreakdownDevice Breakdown by Age

3.1 hrs3.3 hrs

Average Hours Per Day Spent on Mobile Device

Activities on a Smartphone/Tablet: by Channel & Activity

Power Mobile Users: Activities of Smartphone Owners vs. Smartphone & Tablet Owners

Mobile Usage by Device Type:Hours in the Day

Mobile Usage by Device Type:Day of the Week

Device Breakdown

Access to content any way that I want it

How Consumers Rate Mobile Brand Factors

Seamless experience across all my devices

How Consumers Rate Mobile Brand Factors

Is a technology leader

How Consumers Rate Mobile Brand Factors

Email from Brands

Purchase from a Brand’s Email

Location Sharing

Push Notifications

Business-Specific Apps

Text Messages

Social on Mobile

Mobile Optimized Websites

exacttarget.com/2014-mobile-behavior-report