The screen size of the next generation iPhone can impact the mobile browser market share, according to 2014 Mobile Benchmark Report from Adobe.

Apple's mobile browser share is expected to further decline if the device does not include a larger screen.

Customers prefer to use larger mobile screens for browsing and this is evident from findings that indicate web browsing on four-inch or larger phones grew by 132 percent year-over-year (YoY).

Browsing on smaller phones (four-inch or less) decreased by 11 percent YoY in contrast.

Market share for Chrome Mobile increased by 5.7 percent to 34.6 percent while Safari Mobile decreased by 2.6 percent to 59.1 percent.

"The mobile landscape is constantly evolving and mobile needs to be front and center of any digital marketing strategy to keep up with technology innovations and consumer expectations," said John Mellor, vice president of strategy and business development, Adobe Marketing Cloud. "Major brands face tremendous competition in the battle for reaching mobile consumers. 2015 will be a game changing year for marketers who must deliver highly personalized content across screens."

Tablet browsing flattened

No significant increase in tablet browsing was recorded and this area only saw a minor increase of 1.8 percent YoY.

Apple iPhone holds 54 percent and iPad holds 80 percent market share related to mobile web visits.

Adobe's report places Samsung at the second position for both browsing on smartphones (24 percent) and tablets (seven percent).

More than 50 percent of smartphone browsing and 93 percent of tablet browsing now comes from Wi-Fi instead of cellular networks.

Eighteen percent of mobile marketers are using iBeacons and the number is expected to double in 2015.

49 percent of marketers use GPS positioning to reach mobile users with their brands and 33 percent of mobile users leverage mobile assisted in-store shopping.

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