Getting to know your mobile users’ habits allows you to put your mobile strategy on the right track. In this section we provide you with some selected statistics covering numerous habits of mobile users, from device use patterns, to mobile search, to mobile experience expectations.
20. Mobile device use patterns
80% of tablet use happens at home and 84% of smartphone and tablet owners use those gadgets when they’re watching TV, according to Nielsen.
Tablet, or smartphone was the most important device for internet access for 52% of users in the UK surveyed by Ofcom Research. 46% chose either a laptop, or a desktop computer.
21. Mobile search
Mobile search is now increasingly important.
✔ 25% of overall search queries are now on mobile devices
✔ 58.7% of smartphone users and 73.9% of tablet users access search
✔ 42% of calls to businesses are driven by mobile search
✔ 80% of local searches on mobile devices turn into purchases
22. Mobile experience
Mobile users expect mobile experience to be on par with desktop.
✔ 85% of users expect pages to load on mobile devices as fast, or faster than they load on desktops.
✔ 46% of mobile web users are unlikely to return to a website they had trouble accessing in the past.
✔ 33% of tablet users are less likely to purchase online from a company if they experience poor website performance.