Adobe Mobile Study Reveals Consumer Preferences for Accessing Consumer Products & Shopping, Financial Services, Media & Entertainment and Travel from Mobile Devices
Many Users Say They Favor the Mobile Web When Interacting With Consumer Products & Shopping As Well As Media & Entertainment, While Mobile Apps are Favored for More Functional and Self-Contained Experiences Such as Social Media, Music, Games and Maps
SAN JOSE, Calif.,— Adobe Systems Incorporated (Nasdaq:ADBE) today published the results of its first quantitative mobile consumer study, conducted by its Omniture® Business Unit including newly integrated Adobe® Scene7®. The study of 1,200 U.S. consumers measured mobile user preferences, characteristics, satisfaction levels and other experiential factors across four key consumer categories: consumer products & shopping, financial services, media & entertainment, and travel. The study revealed that when it comes to the mobile user experience, respondents generally favor mobile browser experiences over downloadable mobile app experiences across all four categories, and prefer mobile apps when interacting with social media and music and self-contained experiences such as games and maps. Overall, consumers report equal satisfaction levels with their browser and app experiences and spend about the same amount of time interacting with each.
Within the consumer products & shopping as well as the media & entertainment categories, 66 percent of respondents cited that they prefer the mobile Web for accessing content compared to 34 percent who cited a preference for downloadable apps. The survey also demonstrated a huge opportunity for mobile commerce, with as much as 38 percent of respondents saying they had not purchased anything in the consumer products & shopping category from their devices in the last six months.
“Though mobile apps continue to be extremely popular, mobile users aren’t ignoring mobile websites,” said Brad Rencher, vice president and general manager, Omniture Business Unit, Adobe. “This and other findings make it clear that companies can significantly enhance their customers’ mobile experiences and better drive mobile e-commerce revenue. With Omniture optimization technology and Adobe Scene7’s rich media platform that delivers content across multiple devices and screens, Adobe is helping customers find the right mix of mobile website functionality and mobile applications, optimized to provide the most relevant and engaging experiences and content. Our customers are finding that an optimized mobile strategy, whether it consists of a website, an app, or a combination of both, can become a tremendous competitive advantage.”
The study also found media & entertainment to be the highest-penetrated mobile category, both by number of users and time spent, with only 3 percent of those surveyed saying they had not interacted with media content on a mobile device in the last six months. In contrast, consumer products & shopping was the least penetrated, with the fewest number of users citing that they have purchased consumer goods from their phones. Despite their differences, media & entertainment and consumer products & shopping drew the highest percentage of satisfied mobile users out of the four categories, with 89 percent and 85 percent respectively.
Other key findings include:
* Accessing maps and directions is the No. 1 mobile activity (81 percent) followed by three media-related activities: social networking (76 percent) accessing local information (73 percent) and reading news (68 percent). The top mobile finance activity is reviewing bank account information (67 percent).
* Shrink-wrapped entertainment such as CDs, games and DVDs comprise the second largest mobile purchase category, accounting for 43 percent of those surveyed.
* Males 30-49 years-old tend to be the most active content consumers and mobile purchasers; men outspend women, with 31 percent having spent $499 or more through their mobile device in the last 12 months, versus 23 percent of women who did so.
* Men also spend more time than women on financial and travel content, while more women (80 percent) engage with social media on their devices compared to men (70 percent).
Adobe Mobile Solutions
Adobe has invested in solutions to help companies take full advantage of the mobile channel to develop, deliver, analyze and optimize their mobile websites and applications. These solutions include:
* Mobile analytics (Adobe SiteCatalyst®, powered by Omniture)
* Mobile advertising optimization (Adobe SearchCenter Plus®, powered by Omniture)
* Mobile commerce optimization (Adobe Scene7®, Adobe Test&Target®, powered by Omniture)
* Mobile content creation (Adobe Creative Suite®)
* Mobile rich content delivery (Adobe Scene7, Adobe Flash® Player, Adobe AIR®)
About the Study
The Adobe Mobile Experience Survey: What Users Want from Media, Finance, Travel & Shopping was conducted by Keynote Services from Aug. 25-30, 2010, to help businesses gain actionable insights on how to improve the mobile user experience. This quantitative study measured mobile user characteristics, preferences, satisfaction levels and other experiential factors across four key consumer categories: consumer products/shopping, financial services, media & entertainment, and travel. Keynote Services surveyed 1,200 U.S. consumers across a wide range of age groups (18-29; 30-49; 50-64; and 65+) and mobile device ownership; the survey responses were analyzed across gender, device and age. A complete detailed summary of the report is available at: www.scene7.com/MobileUsers2010.
Another recent survey, the Adobe Scene7 Rich Mobile Commerce Survey was conducted from July 6-23, 2010, to identify businesses’ strategic and tactical plans for mobile commerce over the next year. This survey received 446 responses from representatives at leading enterprises worldwide across several industries such as retail, computer hardware-services-software, and media. A complete detailed summary of the report is available at: www.scene7.com/MCommerce2010.
Results from both surveys help companies better understand how to best utilize and optimize the mobile channel and to identify where new opportunities exist to increase mobile activity.
About Adobe Systems Incorporated
Adobe revolutionizes how the world engages with ideas and information – anytime, anywhere and through any medium. For more information, visit www.adobe.com.
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