The State of Smartphones, Tablets and Mobile Web Sites

11/08/2013

The Adobe 2013 Mobile Consumer Survey has just been released and it is worth a read if you are going to use mobile Web sites for your marketing campaign.

What did they find out?

Android smartphones and tablets are ruling the world. Apple's iPhone and iPad used to be the gadgets of choice. Before that, it was Nokia's Symbian OS devices. But now, around 55% of people are using Android-powered mobile devices. That means Android devices are more favored now, especially by the middle-aged segments.

Around three out of every 10 mobile users are staying loyal to iOS.

mobile Web sites

What does this mean for your mobile Web sites?

Marketers have always been employing some sort of technique in order to make their mobile Web sites display properly on mobile devices. Sometimes, they served different sets of pages for different devices: desktop, mobile and other channels.

Before, marketers often just used iOS dimensions for their mobile Web sites. But with Android now dominating the market, this thinking has to stop. Android devices have very disparate screen sizes and resolutions. There is simply no single screen size that would be optimum for Android smartphones and tablets.

On top of that, you cannot neglect the other operating systems as well, such as Kindle, RIM or Blackberry, Windows Mobile, and devices running other proprietary operating systems.

In effect, you have to make sure that your design is truly responsive so that your mobile Web sites will display perfectly no matter what kind of phone and what screen size is used to view them.

It might be helpful to brush up on the principles of HTML5 and responsive Web design.

Or you could always use AzonMobile to help you build really responsive mobile Web sites!

Smartphones vs. Tablets

Mobile consumers are also very devoted to their smartphones. Adobe asked its respondents what their primary device was and more than three quarters responded that it was their smartphones.

However, the number of people who consider their tablets as their primary device is increasing, too. The people who said that they like their tablets better than their smartphones constituted 23% of all respondents, up from only 12% the previous year.

Plus, Adobe found that people usually spend more time with their tablets. Additionally, tablet users are usually more engaged users compared to smartphone users. In fact, the study found that a third of tablet users often spend an hour or more with their tablets.

Overall, tablet users spend more, with 7 out of 10 iPad users and 65% of Android tablet users reporting that they have spent more than $250 using their tablets in the past year. Only about half of smartphone users have reported the same.

And get this: Tablet users are using their devices at home. Around 8 out of every 10 tablet users are saying that they use their mobile tablets most frequently at home.

So if you are planning for a mobile Web site, you should ensure that every visitor would have a good experience with it, regardless of whether he or she is using a tablet or a smartphone.

A Matter of Content

Adobe also looked into the activities that people did on their mobile devices. A great majority checked their e-mails on their smartphones and tablets. Others read the news, played games, watched videos, checked the weather and read books.

So if you are looking for content for your mobile Web sites, it would be good to have something that touches on these subjects. Of course, you would need to find something that is relevant to your business, or else it would be useless to the visitors of your mobile Web sites.