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Other findings of the report show that the screen size of the next generation iPhone must increase to reverse the decline in mobile browser market share. Pinterest emerged as the most mobile social network. Mobile referral visits from Tumblr produce the highest revenue per visit and the use of iBeacons is becoming mainstream.
“The mobile landscape is constantly evolving and mobile needs to be front and center of any digital marketing strategy to keep up with technology innovations and consumer expectations,” said John Mellor, vice president of strategy and business development, Adobe Marketing Cloud.
Key findings include
Mobile browsers: Market share for Chrome Mobile increased by 5.7 percent to 34.6 percent while Safari Mobile fell by 2.6 percent to 59.1 percent. Apple iPhone and iPad still drive the most mobile Web visits with 54 percent and 80 percent market share respectively. Samsung placed second for both browsing on smartphones (24 percent) and tablets (seven percent).
Screen size and mobile browsing: Without a larger screen phone, Apple’s mobile browser share is expected to further decline. Phones with larger screens drive more Web traffic than ever before. Web browsing on four-inch or larger phones grew by 132 percent year-over-year (YoY) while browsing on smaller phones (four-inch or less) decreased by 11 percent YoY.
Social networks across devices: Thirty-six percent of all referral visits from social networks to retail sites come from tablets and smartphones. Pinterest is the most mobile social network with 64 percent of its referrals triggered via mobile browsers. Tumblr referrals drive the highest revenue per visit from mobile devices, 39 percent more than Facebook. In addition, bounce rates for referrals from social networks are higher on mobile devices than desktops.
Access and sharing of content across screens: More consumers choose to access the Web via Wi-Fi. Over 50 percent of smartphone browsing and 93 percent of tablet browsing now come from Wi-Fi rather than cellular networks.
iBeacons and geo targeting: Adobe found that iBeacons and geo targeting are becoming mainstream. Eighteen percent of mobile marketers already use iBeacons and the number is expected to double in 2015. Almost half of marketers (49 percent) use GPS positioning to reach mobile users with their brands. Thirty-three percent of mobile users take advantage of mobile assisted in-store shopping.
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