Digital mobility and connectivity become more important every day. To learn more about the true current state of mobile behavior, we tracked 470 voluntary consumers for a month on their smartphones and tablets; we also asked them questions about how they use and view mobile devices in their lives. Tracking patterns combined with users’ own insights can help brands shape better experiences for all mobile users.

1. Combining mobile device tracking and consumer
survey data to build a powerful mobile strategy
2014 Mobile
Behavior Report

2. The Mobile Consumer Survey:
Objectives & Methodology

3. Tracked 470 people
from Luth’s ZQ technology
Asked from
January 6-14, 2014
Integrated data and
survey responses
The Mobile Consumer Survey:
Objectives & Methodology

4. 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 hours
a day on their smartphones

5. 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

6. 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

7. Device BreakdownDevice Breakdown by Hours

8. Device BreakdownDevice Breakdown by Age

9. 3.1 hrs3.3 hrs
Average Hours Per Day Spent
on Mobile Device

10. Activities on
a
Smartphone/Tablet:
by Channel
& Activity

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

12. Mobile Usage by Device Type:
Hours in the Day

13. Mobile Usage by Device Type:
Day of the Week

14. Device Breakdown
Access to content
any way that I want it
How Consumers
Rate Mobile
Brand Factors

15. Seamless experience
across all my devices
How Consumers
Rate Mobile
Brand Factors

16. Is a technology leader
How Consumers
Rate Mobile
Brand Factors

17. Email from Brands

18. Purchase from a Brand’s Email

19. Location Sharing

20. Push Notifications

21. Business-Specific Apps

22. Text Messages

23. Social on Mobile

24. Mobile Optimized Websites

25. exacttarget.com/2014-mobile-behavior-report