76% use search and 75% use social on smartphones daily, but 54% say mobile sites don’t give enough content

By Ishbel Macleod | PR and social media consultant

February 25, 2014 | 2 min read

It is, yet again, the year of mobile. A massive 91 per cent of smartphone users say they check email at least once a day, 90 per cent text, 76 per cent use search and 75 per cent use social on their mobiles, research from Salesforce ExactTarget Marketing Cloud has found.

The company’s 2014 Mobile Behaviour Report discovered that 54 per cent of the 470 US consumers surveyed relate the word ‘mobile’ to smartphones, with only 14 per cent using the work to describe tablets or e-readers.

It was discovered that almost half (41 per cent) say they use their smartphone and tablet simultaneously at least once a day.

The news was good for retailers, Salesforce found, with 84 per cent of consumers that have signed up for emails from a brand over the past six months report making a purchase based on what they received, while 46 per cent made a purchase through a mobile device.

Despite this, there is still some way to go, as the report discovered that although 54 per cent say it’s easier to find information on mobile websites, the same amount of respondents suggested that mobile websites don’t provide enough content.


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