Adobe released results of their 2012 Mobile Consumer Survey this week. It shows smartphone adoption alone reached 38% in the U.S. and is projected to grow to 48% before the end of this year.
As the penetration of mobile devices continues to rise, smartphones are becoming the preferred form of web access for consumers. However, the study points out that the overall mobile landscape is extrememly fragmented when it comes to how, when and where consumers are using their mobile devices.
Other key findings include:
- 42% of respondents reported clicking through ads on mobile websites and 37% clicking through ads on mobile apps
- Android is favored over iPhones 51% to 38% in spite of experts advising that the best app experiences are on iOS
- Of consumers who own both a smartphone and a tablet, 88% consider the smartphone their primary device
- Tablets are being used primarily at home (70%) while 24% use tablets on the go
- 31% of consumers who own a tablet use them daily between 1 to 4 hours
- Consumers reported having the most negative-to-neutral experiences for both mobile websites and applications in the areas of speed and performance, ability to load website on phone, and ability to enter data
- Facebook is the dominant social network accessed by mobile (85%), followed by Twitter (35%)