Adobe has published some interesting findings from the company’s first quantitative mobile consumer study, conducted by its Omniture Business Unit.
Based on the data collected, mobile subscribers still prefer the mobile browser over downloadable applications when it comes to accessing services and information across a wide array of categories.
The study of 1,200 U.S. consumers “measured mobile user preferences, characteristics, satisfaction levels and other experiential factors” across four distinct categories: consumer products & shopping, financial services, media & entertainment, and travel.
In most cases, in fact, the mobile browser experience tops downloadable apps in a landslide.
“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.”
Some other noteworthy 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).
“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.”