Table of Contents
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 20172
U.S. Mobile Insights
03The U.S. is no longer bringing new users to the Internet
04Industry apps morph into loyalty play
05Google AMP catches on with U.S. consumers
06The January Effect
13Tablets failed to make a comeback in the U.S. and around
the world
Appendix
15 Methodology
16 Glossary
17 DataTables
Global Mobile Insights
07App usage spikes around the globe each new year
08Regardless of economy, January Effect occurs
09Developing nations rapidly adopt smartphones
10 Smartphones drive global growth of 500M new users
11China & Brazil will lead global smartphone charge
12Tablets historically see usage from affluent countries
TRENDS AT HOME
The U.S. no longer brings new users to the Internet
Website traffic in the United States
stays flat
Internet (Source: Internet Live Stats)
Smartphone visits continue to grow at
the expense of other devices
since 2014
(down 23% and 19% since 2014,
respectively)
The January Effect
app installs (8%) each new year provide
an opportunity for brands
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
APPS AS A RETENTION STRATEGY
Industry Apps Morph Into Loyalty Play
5/10 apps are used more than ten times (ADI
Mobile Benchmark Report 2016)
not useful, there are better apps, or never
used (ADI Mobile Survey 2016)
New and repeat use of apps proves difficult to
capture
last two years
past two years
The United States sets model for the future
countries will soon follow
have reached a plateau with app usage and
are poised to decline in the coming years
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
FIRST LOOKS
Google AMP catching on with US consumers
Consumers have welcomed this
technology as a quick and efficient
way to access content on mobile
devices
their traffic (across devices) through
Google AMP
picking up, Google AMP has seen 405%
growth through Dec 2016
season, traffic showed an 896% spike
ADOBE DIGITAL INSIGHTS | MOBILE WORLD CONGRESS 2017
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