10. App launches indicate two segments. 11. Total app usage erodes over repeated use. 12. .... A potential reason is that Apple® phones cost twice Android.
MOBILE BENCHMARK REPORT ADOBE DIGITAL INDEX AUGUST 2015
Table of contents Appendix
Charts 3. Introduction 4. Mobile moments create a sizeable slice of the total touchpoint pie
12. Growth in app usage and mobile browsing varies by sector
22. Methodology
13. Regions exhibit different growth patterns
24. Data tables
5. Both browsing and app usage grows YoY 6. Majority of both launches and browsing come from smartphones
14. Over half of all mobile activity occurs via Wi-Fi connections
7. Tablet and smartphone usage for apps and browsing
16. Mobile traffic relates to digital health and growth
8. Acquisition of app users 9. First use and acquisition of users
17. Operating system share: Launches, mobile browsing 18. Smartphone browser shares
10. App launches indicate two segments 11. Total app usage erodes over repeated use
23. Glossary
15. Device, connection, industry dynamics of app usage
19. Smartphone referring traffic 20. Conversion and Revenue-per-Visit 21. Revenue contribution by smartphones and tablets
ADOBE DIGITAL INDEX | U.S. Digital Video Benchmark Q2 2015
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Introduction Consumers turn to apps and mobile browsing for different tasks in their daily lives. For instance, when consumers are researching financial topics or products, they tend to browse. However, when they are checking their own account information or actually buying, they tend to turn to apps. As a result, it is not an ‘either/or’ scenario—marketers need to provide what their customers want for a range of tasks.
ADOBE DIGITAL INDEX | Mobile Benchmark Report August 2015
3
Mobile browsing and app usage create a sizeable slice of the total touchpoint pie Finance: almost 1 in 5 contacts is via apps. Half are still desktop visits. Shopping: Apps play a small role;
