

In building a better experience, there are many questions about mobile device usage and how designers can best meet users’ needs with apps and responsive designs. We’ve conducted a lot of mobile usability studies and in the process have encountered many common questions.

Here are 15 data points to help in answering some common questions about mobile usage and behavior. I’ve included as many sources as possible so you can double check our conclusions.

  1. Around half the US’s and 62% of the UK’s mobile phones are “smartphones.” The percentages are similar across Europe. Fortunately for us researchers, most consumers actually know what a “smartphone” is and whether they own one with around 8% not knowing what “smartphone” means[pdf].

  2. Around 20% of the US population over the age of 18 owns a tablet.   It’s about evenly split between Android and iPad platforms.
  3. Tablets have a similar profile as desktops. While tablets get lumped together with smartphones, some data suggest that they are more similar to desktop computers.  Tablet users are more engaged and view about the same number of pages as desktop users. That’s about four times more than smartphone pageviews.
  6. Most people forget what apps they even downloaded.
  9. Most tablet owners still have another desktop or laptop, and despite high usage, it’s still not considered the primary computer.
  10. Most smartphone users haven’t scanned a QR Code. But if they do it’s usually for finding more product information or obtaining discounts.
  11. Portrait vs. Landscape?  For viewing content it’s about evenly split with 54% preferring portrait mode.   However, landscape might be more popular for using certain apps.
  14. Security is a still a major reason why mobile users don’t make purchases. In our 1:1 lab interviews, we consistently hear fear of stolen data as often as usability and screen size as reasons why users don’t like to use credit card or bank information on mobile phones and tablets.


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