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Mobile audiences now use apps, not browsers mostly, says Adobe executive

Zafar Anjum | Nov. 10, 2014
Mobile app usage has surged by 52%

Mobile audiences now use apps mostly, not browsers and marketing  as well as media practitioners must deliver content to them in a highly interactive and engaging manner

Adobe Systems Inc. global head of digital publishing Nick Bogaty gave this remark as he spoke at the recently-held Adobe Digital Publishing Summit at the St. Regis Hotel in Singapore.

A press statement by the San Jose, California-based vendor of rich Internet software said Bogaty spoke before 120 marketing and media leaders at the summit, telling them consumer behavior had evolved the past 12 months.

comScore Report

He cited the 2014 US Mobile App report by comScore Inc., a Virginia-based company specializing in marketing data and analytics saying that 86% of mobile Web interactions in the US now take place through apps.

At the same time, app usage  has surged by 52%.

He pointed out that because of these developments, mobile devices are now the cornerstone of the screen ecosystem and the backbone of daily media interactions.

He advised his audience that in the wake of this development, they must deliver content to their mobile audiences in a highly engaging and interactive manner.

This way they would be able to keep consumers and employees connected with their respective brands and  messages.

 

 

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