Content Strategy, Mobile

State of the mobile web — sources

These are my favorite data points about how we’re using the mobile web today. I get asked for these sources a lot, so I’ve aggregated them all here.

91% of American adults own a mobile phone.
http://www.pewinternet.org/Reports/2013/Cell-Activities/Main-Findings.aspx

56% of American adults are now smartphone owners—79% of Americans 18-24, 81% aged 25-34, and 69% aged 35-44 own a smartphone.
http://pewinternet.org/Reports/2013/Smartphone-Ownership-2013/Findings.aspx

63% of mobile phone owners say they use their phone to access the internet—74% of Black Americans, 68% of Hispanic Americans, and 85% of young adults aged 18-29 say they use the internet on a smartphone:
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

34% of current mobile internet users mostly go online using their phone. That’s 21% of all mobile phone owners. 11% of mobile internet users say they use their phone and other devices equally.
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

Blacks, Hispanics, low-income Americans, less-educated Americans, and young adults are more likely to be mobile-only users.
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

50% of teen smartphone owners aged 12-17 and 50% of young adults aged 18-29 say they use the internet mostly on their mobile phone.
http://www.pewinternet.org/Reports/2013/Teens-and-Tech.aspx
http://www.pewinternet.org/Reports/2013/Cell-Internet/Main-Findings/Cell-Internet.aspx

Amazon, Wikipedia, and Facebook all see about 20% of their traffic from mobile-only users, according to comScore.
http://allthingsd.com/20130325/among-big-properties-apple-and-amazon-have-greatest-portions-of-mobile-only-users/

46% of shoppers reported they exclusively use their mobile device to conduct pre-purchase research for local products and services.
http://www.mobilepathtopurchase.com/wp-content/uploads/2013/04/xAd_Telmetrics_Mobile_Path_to_Purchase_Press_Release_2013_US_General.pdf

77% of mobile searches take place at home or work, only 17% on-the-go, according to Google.
http://www.google.com/think/research-studies/creating-moments-that-matter.html

90% of people start a task on one device, then complete it on another, according to Google. It’s especially high in  categories like retail (67%), financial services (46%), and travel (43%).
http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

86% of mobile internet users (and 92% of mobile internet users aged 13-24) say they use their mobile devices while watching television.
http://advertising.yahoo.com/article/the-role-of-mobile-devices-in-shopping-process.html

44 of the Fortune 100 don’t have a mobile website AT ALL. Only 6 comply with Google’s mobile SEO requirements.
http://searchengineland.com/only-6-of-top-100-fortune-500-companies-have-sites-that-comply-with-googles-mobile-requirements-164748

Google reports that only 21% of large advertisers have a mobile-optimized website.
http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/events/thinkmobile2011/pdfs/time-for-mobile-is-now.pdf

Only 16% of consumer brands have a mobile strategy, so it’s no surprise that only 14% are happy with the results.
http://www.digiday.com/brands/brands-struggle-in-mobile/

80% of B2B media companies take an ad hoc approach to mobile, only 33% have a mobile-optimized site.
http://printinthemix.com/Fastfacts/Show/622

McKinsey estimates that 2 to 3 billion people will come online globally through the mobile internet over the next decade, generating annual economic impact of $3.7 trillion to $10.8 trillion globally by 2025.
http://www.mckinsey.com/insights/business_technology/disruptive_technologies

More from me

Don’t just take my word for it, take my word for it in these publications:

Don’t Let Paper Paradigms Drive Your Digital Strategy, Harvard Business Review
http://blogs.hbr.org/cs/2013/06/dont_let_paper_paradigms_drive.html

The rise of the mobile only user, Harvard Business Review
http://blogs.hbr.org/cs/2013/05/the_rise_of_the_mobile-only_us.html

The alternative is nothing, A List Apart
http://alistapart.com/column/the-alternative-is-nothing

Windows on the web, A List Apart
http://alistapart.com/column/windows-on-the-web

Your content, now mobile, A List Apart
http://alistapart.com/article/your-content-now-mobile

Uncle Sam wants you (to optimize your content for mobile), A List Apart
http://alistapart.com/article/uncle-sam-wants-you-to-optimize-your-content-for-mobile

Buy my book! Content Strategy for Mobile
abookapart.com/products/content-strategy-for-mobile

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