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Adobe调查:手机浏览器用户超应用服务使用者

发布时间:2010-10-28 14:45:27 Tags:,,,

尽管市场调研公司comScore曾发布的报告表明,今年8月约三分之一的美国手机用户至少下载过一款应用产品,手机应用下载量的增势强劲,但Adobe公司通过Keynote Systems执行的一项民意调查却显示:不少手机用户更习惯通过浏览器获取手机内容,不过在获取游戏、音乐和社交媒体这几种内容时,手机应用的使用者更占优势。

Adobe Mobile Experience Survey 1

Adobe Mobile Experience Survey 1

从上述图表中可以看出,通过下载应用体验手机游戏的用户占61%,在这一操作中使用浏览器的用户仅39%;通过手机应用进行Facebook、Twitter等社交活动的用户占54%,浏览器用户占46%;而针对博客、体育资讯、新闻、视频等多项内容的调查中,浏览器使用者均超过手机应用。

Adobe Mobile Experience Survey 2

Adobe Mobile Experience Survey 2

另外,从上图可以看出,在手机消费活动的调查中,用户获取购物信息,搜索产品价格、特征描述以及与友人分享信息时,首选渠道也往往是浏览器,比如说搜索指定产品及其价格信息,浏览器使用者足足占了81%,而使用手机应用的人仅19%。

这一调查结果可能让多数手机行业专家大为意外,因为在此之前,不少人还一度认为应用产品可以提供更好的手机内容和消费体验;应用开发商也可能颇为沮丧,一款应用下载到了用户的主界面,也是一种很好的品牌宣传,但假如用户根本就没有这一需求,这种努力也不过是白忙一场。(本文为游戏邦/gamerboom.com编译)

Mobile Users Prefer Browsers over Apps

For a variety of functions, users would rather browse

 Although about a third of US mobile phone subscribers used a downloaded application in August, according to comScore, and app downloads have shown impressive growth, many mobile device users appear to think browsers offer the better user experience.

Mobile users polled by Keynote Systems for Adobe reported a preference for mobile browsers to access virtually all mobile content. Games, music and social media were the only categories in which users would rather use a downloaded app than browse the mobile web.

Their preference for mobile browsers extended to the retail category, with users showing a strong bias toward mobile browsers for accomplishing every mobile shopping task mentioned. Whether it was researching product and price info or sharing that information socially, mobile users would rather fire up a browser than a dedicated app.

These preferences may surprise mobile experts who consider apps to offer the best content and shopping experiences. And marketers may be frustrated as well; getting an app on a user’s home screen is a constant reminder of the brand, but it doesn’t make sense to offer an app users don’t want.(source:emarketer)


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