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U.S. Mobile Benchmark Report 
ADOBE DIGITAL INDEX | 2014 
80% 
40%
Methodology 
Report based on aggregate and anonymous data across retail, media, entertainment, !nancial service, 
and travel websites. 
Behavioral data from Adobe Marketing Cloud solutions; website traffic trends via Adobe Analytics and 
mobile app usage pa#erns from Adobe Mobile Services. 
• 18+ billion visits to U.S. consumer facing websites in June, 2014. 
• More than 1 trillion visits since 2008. 
• 700 million mobile app use sessions. 
• 10,000+ US websites and apps under measurement. 
Survey (Sentiment) Data: 
• Over 3000 mobile users spread across US, Canada, UK, France & Germany. 
• Over 100 mobile marketers working for US companies. 
©2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. iPhone is trademarks of Apple 
Inc, registered in the US and other countries. All other trademarks are the property of their respective owners. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
Key !ndings 
1. iPhone screen size has to increase: Without the introduction of a larger phone, Apple’s browser share 
may decline further. Consumers prefer to browse on phones with 5” or larger screens. Browsing on 4” 
devices fell by 11% YoY. 
2. Pinterest is the most mobile social network: Outpacing Facebook, Pinterest is the most mobile social 
network with 64% of its referred traffic coming from mobile browsers. Tumblr referrals produce the 
highest revenue per visit (RPV) from mobile devices – well ahead of Facebook. 
3. iMessage sharing up 259%: Users of digital magazine apps use person-to-person article sharing via text 
messaging twice as o$en as sharing via Social. While iMessage sharing is up, sharing via Facebook is 
down 43%. 
4. Cellular networks on decline: For the !rst time, more than 50% of web browsing via smartphones and 
93% of browsing via tablets come from wi-!. 
5. Bounce rates high on mobile: Bounce rates for referrals from social networks are much higher on mobile 
devices than desktops – 61% vs. 53%. Marketers are cautioned to track mobile ad bounce rates. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
BROWSING SHARE BY PHONE SIZE 
(MAY 2013 - MAY 2014) 
< 4 INCHES > 4 INCHES 
BROWSING SHARE PAGE VIEWS 
(JUNE 2007 - JUNE 2014) 
PHONE 
65% 
15% 
10% 
TABLET 
MOBILE WEB 
Screen size and browsing share 
Without larger screen phone, Apple’s browser 
share may further decline. 
• Phones with larger screens (>4”) drive higher web traffic 
than ever before. 
• Browsing on smaller phones (≤4”) down over 
11% YoY. 
Tablet browsing has &a#ened. 
• A year ago, tablet browsing surpassed smartphones and 
was expected to continue to outpace smartphones. 
• Consumers choose to browse more on bigger screen 
phones now than tablets. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
MOBILE WEB 
Mobile browsers 
Chrome has grown at the expense of Safari 
and AndroidTM browser. 
• Chrome’s share up 5.7%. 
• Safari’s share fell by 2.6%. 
• Android Browser’s share fell 0.9%. 
Safari still drives more traffic than all other 
mobile browsers combined. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 
60% 
30% 
10% 
2.8% 1.8% 
20.3% 
14.3% 
(APRIL 2014) 2.6% 
MOBILE BROWSER SHARE 
MOBILE BROWSER SHARE 
(DECEMBER 2013 - MAY 2014) 
SAFARI ANDROID CHROME OPERA INTERNET EXPLORER OTHER 
SAFARI 
5.7% 
CHROME 
+ 
- 
59.1% 
1.8%
80% 
TABLET 
40% 40% 
OTHER IOS 
DEVICE USE BY OS 
3% 
7% 5% 
SMARTPHONE TABLET 
54% 80% 
DEVICE USE BY MANUFACTURER 
54% 
SMARTPHONE 
ANDROID IOS ANDROID OTHER 
APPLE SAMSUNG LG MOTOROLA 
HTC 
NOKIA ZTE 
AMAZON GOOGLE OTHER 
24% 
6% 
1% 
5% 
2% 
5% 
2% 
6% 
MOBILE WEB 
Browsing share by device manufacturer 
Apple still drives the majority of mobile visits to 
U.S. websites. 
• iPhone© drives 54% of smartphone traffic. 
• iPad drives 80% of tablet traffic. 
Samsung is #2 for both smartphone and tablets. 
• Besides Apple, Samsung users browse more than all other 
smartphone users combined. 
3rd place is up for grabs. 
• Amazon tablets are the third most popular with 5% of visits. 
• For Smartphones, LG follows Apple and Samsung. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
MOBILE WEB 
Mobile and social networks 
• 64% of Pinterest’s referred traffic comes from 
mobile browsers, ahead of Facebook. 
• 62% of Twi#er referrals are from tablets 
and smartphones. 
• 36% of all social referred visits to retailers 
come from a tablet or smartphone. 
Tumblr referrals produce highest revenue per 
visit (RPV) from mobile devices. 
Bounce rates for referrals from social networks 
are higher on mobile devices than desktops 
(61% vs. 53%). 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 
PINTEREST 
50% 
25% 
$2.00 
$1.00 
78% 
PC 
TUMBLR FACEBOOK TWITTE 
SHARE OF VISITS REFERRED TO WEBSITES BY DEVICE TYPE 
2.57 
TABLET 
TUMBLR FACEBOOK TWITTER PINTEREST 
REVENUE PER VISIT (RPV) REFERRED TO RETAIL WEBSITES BY DEVICE TYPE 
SMARTPHONE TABLET PC 
$ 
R
MOBILE APPS 
Content sharing 
Personalized content sharing (text messaging, 
email) is more popular than group sharing via 
Social – 70% vs. 30%. 
• iMessage sharing up 259%. 
• Pinterest sharing up 131%. 
• Email sharing up 5.2%. 
• Facebook sharing down 42.6%. 
• URL link sharing down 26.8%. 
• Twi#er sharing down 22.6%. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 
70% 
30% 
50% 
25% 
Q3 201 4 2013 Q1 201 2 2014 
PERSONALIZED MESSAGE GROUP MESSAGE 
Q3 201 4 2013 Q1 201 2 2014 
DIGITAL MAGAZINE SOCIAL SHARING ME THODS 
EMAIL iMESSAGE LINK (URL) FACEBOOK PINTEREST TWITTER 
+259% 
iMESSAGE 
Sharing behavior is 
progress towards a 
more personalized 
experience. 
Q Q 
Q Q 
3 
3 
4 
4
MOBILE WEB 
Cellular vs. wi-! 
As cell data charges increase, more consumers 
choose to browse via wi-!. 
• Over 50% of smartphone browsing now comes from wi-!. 
• 93% of tablet browsing uses wi-! rather than cellular data. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 
43% 7% 
SMARTPHONE TABLET 
93% 
50% 
40% 
JANUARY 2013 
JUNE 2014 
PHONE BROWSING BY CONNECTION TYPE 
(JANUARY 2013 - JUNE 2014) 
CELL WIFI 
57%
MOBILE SURVEY 
Mobile geo targeting trends 
iBeacons and Geo targeting are becoming 
mainstream. 
• iBeacons: 18% of mobile marketers already use Apple 
iBeacons (Expected to double in ’15 to 36%). 
• Geo targeting (GPS): 49% of marketers already use device 
position to deliver content (37% plan to add it over next 
12 months). 
“Mobile Elite” user trends. 
• 22% used mobile wallets in last 3 months (14% of average 
mobile users). 
• 13% used apps with augmented reality in last 3 months 
(9% of average mobile users). 
• 36% used mobile assisted in-store shopping (33% of 
average mobile users). 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 
49% 
of marketers already 
use device position to 
deliver content. 
17% 
18% 
28% 
36% 
37% 
49% 
8% 
7% 
REQUEST GPS LOCATION DATA USE OF iBEACON TECHNOLOGY 
CURRENTLY USING NO, BUT PLAN TO USE IN NEXT 12 MONTHS 
NO, AND NO PLANS TO USE IN NEXT 12 MONTHS NOT SURE
10% 
53% 
1-10 APPS 
NONE 1-10 APPS 11-20 APPS 21-40 APPS 41-60 APPS >60 APPS 
CURRENTLY AVAILABLE FOR DOWNLOAD PER ORGANIZATION 
(n=103, mean:*19) 
MOBILE SURVEY 
Mobile app publishing trends 
• 53% of companies have 1-10 mobile apps (17% have 40+ 
mobile apps for download). 
• iOS apps lead with 67% of respondents publishing to the 
Apple App Store (Google Play 61%). 
• Only 3% of companies admit to only refreshing mobile 
apps annually or less o$en. 
On average, mobile marketers spend: 
• $5.5 million/year on mobile app. 
• $4.9 million/year on mobile websites. 
ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014

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2014 U.S. Mobile Benchmark Report

  • 1. U.S. Mobile Benchmark Report ADOBE DIGITAL INDEX | 2014 80% 40%
  • 2. Methodology Report based on aggregate and anonymous data across retail, media, entertainment, !nancial service, and travel websites. Behavioral data from Adobe Marketing Cloud solutions; website traffic trends via Adobe Analytics and mobile app usage pa#erns from Adobe Mobile Services. • 18+ billion visits to U.S. consumer facing websites in June, 2014. • More than 1 trillion visits since 2008. • 700 million mobile app use sessions. • 10,000+ US websites and apps under measurement. Survey (Sentiment) Data: • Over 3000 mobile users spread across US, Canada, UK, France & Germany. • Over 100 mobile marketers working for US companies. ©2014 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. Android is a trademark of Google Inc. iPhone is trademarks of Apple Inc, registered in the US and other countries. All other trademarks are the property of their respective owners. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
  • 3. Key !ndings 1. iPhone screen size has to increase: Without the introduction of a larger phone, Apple’s browser share may decline further. Consumers prefer to browse on phones with 5” or larger screens. Browsing on 4” devices fell by 11% YoY. 2. Pinterest is the most mobile social network: Outpacing Facebook, Pinterest is the most mobile social network with 64% of its referred traffic coming from mobile browsers. Tumblr referrals produce the highest revenue per visit (RPV) from mobile devices – well ahead of Facebook. 3. iMessage sharing up 259%: Users of digital magazine apps use person-to-person article sharing via text messaging twice as o$en as sharing via Social. While iMessage sharing is up, sharing via Facebook is down 43%. 4. Cellular networks on decline: For the !rst time, more than 50% of web browsing via smartphones and 93% of browsing via tablets come from wi-!. 5. Bounce rates high on mobile: Bounce rates for referrals from social networks are much higher on mobile devices than desktops – 61% vs. 53%. Marketers are cautioned to track mobile ad bounce rates. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
  • 4. BROWSING SHARE BY PHONE SIZE (MAY 2013 - MAY 2014) < 4 INCHES > 4 INCHES BROWSING SHARE PAGE VIEWS (JUNE 2007 - JUNE 2014) PHONE 65% 15% 10% TABLET MOBILE WEB Screen size and browsing share Without larger screen phone, Apple’s browser share may further decline. • Phones with larger screens (>4”) drive higher web traffic than ever before. • Browsing on smaller phones (≤4”) down over 11% YoY. Tablet browsing has &a#ened. • A year ago, tablet browsing surpassed smartphones and was expected to continue to outpace smartphones. • Consumers choose to browse more on bigger screen phones now than tablets. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
  • 5. MOBILE WEB Mobile browsers Chrome has grown at the expense of Safari and AndroidTM browser. • Chrome’s share up 5.7%. • Safari’s share fell by 2.6%. • Android Browser’s share fell 0.9%. Safari still drives more traffic than all other mobile browsers combined. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 60% 30% 10% 2.8% 1.8% 20.3% 14.3% (APRIL 2014) 2.6% MOBILE BROWSER SHARE MOBILE BROWSER SHARE (DECEMBER 2013 - MAY 2014) SAFARI ANDROID CHROME OPERA INTERNET EXPLORER OTHER SAFARI 5.7% CHROME + - 59.1% 1.8%
  • 6. 80% TABLET 40% 40% OTHER IOS DEVICE USE BY OS 3% 7% 5% SMARTPHONE TABLET 54% 80% DEVICE USE BY MANUFACTURER 54% SMARTPHONE ANDROID IOS ANDROID OTHER APPLE SAMSUNG LG MOTOROLA HTC NOKIA ZTE AMAZON GOOGLE OTHER 24% 6% 1% 5% 2% 5% 2% 6% MOBILE WEB Browsing share by device manufacturer Apple still drives the majority of mobile visits to U.S. websites. • iPhone© drives 54% of smartphone traffic. • iPad drives 80% of tablet traffic. Samsung is #2 for both smartphone and tablets. • Besides Apple, Samsung users browse more than all other smartphone users combined. 3rd place is up for grabs. • Amazon tablets are the third most popular with 5% of visits. • For Smartphones, LG follows Apple and Samsung. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014
  • 7. MOBILE WEB Mobile and social networks • 64% of Pinterest’s referred traffic comes from mobile browsers, ahead of Facebook. • 62% of Twi#er referrals are from tablets and smartphones. • 36% of all social referred visits to retailers come from a tablet or smartphone. Tumblr referrals produce highest revenue per visit (RPV) from mobile devices. Bounce rates for referrals from social networks are higher on mobile devices than desktops (61% vs. 53%). ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 PINTEREST 50% 25% $2.00 $1.00 78% PC TUMBLR FACEBOOK TWITTE SHARE OF VISITS REFERRED TO WEBSITES BY DEVICE TYPE 2.57 TABLET TUMBLR FACEBOOK TWITTER PINTEREST REVENUE PER VISIT (RPV) REFERRED TO RETAIL WEBSITES BY DEVICE TYPE SMARTPHONE TABLET PC $ R
  • 8. MOBILE APPS Content sharing Personalized content sharing (text messaging, email) is more popular than group sharing via Social – 70% vs. 30%. • iMessage sharing up 259%. • Pinterest sharing up 131%. • Email sharing up 5.2%. • Facebook sharing down 42.6%. • URL link sharing down 26.8%. • Twi#er sharing down 22.6%. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 70% 30% 50% 25% Q3 201 4 2013 Q1 201 2 2014 PERSONALIZED MESSAGE GROUP MESSAGE Q3 201 4 2013 Q1 201 2 2014 DIGITAL MAGAZINE SOCIAL SHARING ME THODS EMAIL iMESSAGE LINK (URL) FACEBOOK PINTEREST TWITTER +259% iMESSAGE Sharing behavior is progress towards a more personalized experience. Q Q Q Q 3 3 4 4
  • 9. MOBILE WEB Cellular vs. wi-! As cell data charges increase, more consumers choose to browse via wi-!. • Over 50% of smartphone browsing now comes from wi-!. • 93% of tablet browsing uses wi-! rather than cellular data. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 43% 7% SMARTPHONE TABLET 93% 50% 40% JANUARY 2013 JUNE 2014 PHONE BROWSING BY CONNECTION TYPE (JANUARY 2013 - JUNE 2014) CELL WIFI 57%
  • 10. MOBILE SURVEY Mobile geo targeting trends iBeacons and Geo targeting are becoming mainstream. • iBeacons: 18% of mobile marketers already use Apple iBeacons (Expected to double in ’15 to 36%). • Geo targeting (GPS): 49% of marketers already use device position to deliver content (37% plan to add it over next 12 months). “Mobile Elite” user trends. • 22% used mobile wallets in last 3 months (14% of average mobile users). • 13% used apps with augmented reality in last 3 months (9% of average mobile users). • 36% used mobile assisted in-store shopping (33% of average mobile users). ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014 49% of marketers already use device position to deliver content. 17% 18% 28% 36% 37% 49% 8% 7% REQUEST GPS LOCATION DATA USE OF iBEACON TECHNOLOGY CURRENTLY USING NO, BUT PLAN TO USE IN NEXT 12 MONTHS NO, AND NO PLANS TO USE IN NEXT 12 MONTHS NOT SURE
  • 11. 10% 53% 1-10 APPS NONE 1-10 APPS 11-20 APPS 21-40 APPS 41-60 APPS >60 APPS CURRENTLY AVAILABLE FOR DOWNLOAD PER ORGANIZATION (n=103, mean:*19) MOBILE SURVEY Mobile app publishing trends • 53% of companies have 1-10 mobile apps (17% have 40+ mobile apps for download). • iOS apps lead with 67% of respondents publishing to the Apple App Store (Google Play 61%). • Only 3% of companies admit to only refreshing mobile apps annually or less o$en. On average, mobile marketers spend: • $5.5 million/year on mobile app. • $4.9 million/year on mobile websites. ADOBE DIGITAL INDEX | U.S. Mobile Benchmark Report - 2014