Wednesday, March 15, 2017

2017 Adobe "Touching the Infinite" Mobile Survey Takeaways

Just finished reading Adobe's 43 page "Touching the Infinite" 2017 mobile survey and wanted to share a few key takeaways with implications for businesses across multiple sectors and industries.

Adobe surveyed more than 4,000 consumers in the United States and Europe and discovered that 92 percent of the respondents now consider their smartphone as their "primary device". Not hard to believe considering the average user reported checking their smartphone 85 times a day. Other points of note:

Mobile is replacing desktop as the primary means of online access in the home. Mobile represents almost two of every three digital media minutes. And mobile accounts for more than 50% of search activity. But while mobile is taking share from desktop in terms of traffic, it's lagging on revenue.

Adobe's conclusion is that this is due to the difference in customer experience on mobile. Frankly, designing a truly great customer experience isn't easy on a desktop website; getting it right on a mobile device is even more difficult, (by an order of magnitude).

But, this is a problem rich with opportunity. Getting your online customer experience right on all screens, devices and platforms is a source of competitive advantage now and an important catalyst for future growth and profitability. Why?

Because we agree with the central premise of Touching the Infinite, that "mobile technology has reached a point where the possibilities seem endless. As capabilities and business models evolve, they enable us to access limitless goods and services, connected devices, and digital experiences at any point and time."

Working with clients in multiple industries we can attest to the high level of interest and investment being made in mobile strategy, responsive design, and targeted marketing campaigns. These forward-looking executives and business owners are positioning their companies for success in this emerging, mobile based, world of opportunity. (And we're having a blast working with them!)

If you'd like to read the entire 43 page report, you can download it at Adobe's website, or just drop us a note and we'll send you the PDF.  

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