Dig­i­tal mar­keters need to under­stand how mobile has changed the way con­sumers inter­act with infor­ma­tion and businesses.

Think about this for a moment: how has mobile tech­nol­ogy changed the way you live your life and con­sume information?

There are reports every week telling us how impor­tant mobile is, and will be, to the future suc­cess of almost every type of busi­ness. We need to do more than read these reports, we need to under­stand them and act on the information.

We should be ready to wel­come mobile users of every size and know the dif­fer­ences between how they inter­act with our brand on smart­phones vs tablets (and future devices like Google Glass).  And it doesn’t stop there – soon we’ll rely less on screen size and more on other cues like con­nec­tion type (Wi-Fi vs. cel­lu­lar) to deter­mine the best web expe­ri­ence to offer.

Let’s look at the numbers.

We’re get­ting more vis­its from tablets than smart­phones, and even more page vis­its from tablet users.  In fact, tablet users view 70% more pages than smart­phone users.

UK inter­net surfers are more likely to browse on both a tablet and smart­phone than their Ger­man and French coun­ter­parts. The UK is also most likely to browse via tablets than the US, Japan and China, where smart­phones are still the pri­mary brows­ing device.

Adobe Digital Index: The State of Mobile Benchmark. April 2013

Adobe Dig­i­tal Index: The State of Mobile Bench­mark. Q2 2013

The lat­est Adobe Dig­i­tal Index report, The State of Mobile Bench­mark, found that mobile accounts for a grow­ing share of social media engage­ment. Face­book is see­ing a mas­sive increase of mobile user engage­ment. The recent launch of their new Android launcher, Face­book Home, makes it obvi­ous: Face­book is more than ready for the mobile revolution.

Mobile share of new page likes, January 2012 – April 2013. Adobe Digital Index: The State of Mobile Benchmark

Mobile share of new page likes, Jan­u­ary 2012 – April 2013. Adobe Dig­i­tal Index: The State of Mobile Benchmark

But are you ready? Do you know who vis­its, from what device, and how they inter­act with your con­tent from each device? There are lots of pos­si­bil­i­ties, so it’s time to throw out your blan­ket “mobile” opti­mi­sa­tion and embrace the revolution

Down­load the State of Mobile Benchmark