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47 Mobile Marketing Statistics to Transform Your Business

by Julia A

According to our stats, there’s a high chance you’re reading this article on your phone. 

That small gadget we keep in our purse or pocket has a profound impact on how we spend our day. From taking photos and sharing our thoughts on social media to managing work and shopping, our whole life is in the palm of our hands. It makes sense that this magic box remains with us at all times. 

Several years ago, phones started overtaking desktop computers as the browsing tool of choice. Our mobile marketing statistics show that this trend will continue to grow. There are new ways to market goods and services to customers, and any business that wants to take advantage of this shift needs to have a good advertising strategy ready. 

We’ve compiled a list of useful stats that marketers and businesspeople can use to learn about the latest trends in mobile advertising. If you’re ready to learn more, just keep reading. 

Top Mobile Marketing Statistics

  • Google drives 96% of mobile search traffic.
  • The average smartphone user checks their smartphone more than 50 times a day.
  • 80% of B2B buyers use mobile devices at work.
  • 80% of media time is spent in apps.
  • Mobile devices are used for over 40% of online transactions.
  • 78% of shoppers who are on holiday use smartphones to research physical shops before they visit.
  • People are 60% less likely to purchase from a brand after a negative mobile experience.
  • 52.2% of all website traffic worldwide was generated through mobile phones in 2018.
  • A delay of one second in page response can reduce conversions by 7%.

General Mobile Marketing Stats

1) Today, there are 5.11 billion unique mobile users on the planet.

(DataReportal)

The number has grown by 100 million since last year – a little over 2% – and it isn’t showing any signs of slowing down. Bear in mind that there are 7.53 billion people in the world. With such a large number of them going mobile, businesses will have a lot of opportunities to reach consumers through clever marketing strategies.

2) 85% of internet users owned a smartphone in 2017.

(Smart Insights)

Smartphone ownership statistics show us that most people who regularly access the internet own a smartphone. While smartphones are considered advanced technology, it’s easy to find fairly inexpensive devices or even get one for free when signing a contract with a mobile provider. The latest mobile phones are a pricey investment, but almost anyone can get a basic model with ease.

3) U.S. adults spent an average of three hours and 23 minutes per day on mobile devices in 2018.

(Statista)

The average time spent on the phone every day just six years ago was an hour and 22 minutes. Since then, it has more than doubled. Nowadays, many of us spend our work breaks checking emails and social media, and we also like to keep in constant touch with our friends and family when they’re away. As such, consumers and marketers are both becoming dependent on their favorite handheld devices.

4) Americans check their phones 14 billion times a day.

(Deloitte)

If you were wondering just how many times American users pick up their phone during the day, you might be shocked to learn that this number is 14 billion, and rising. Mobile usage statistics show that we’re becoming increasingly dependent on our mobiles and that they’re now an integral part of our lives. Try to remember when last turned your phone off or spent a whole day without checking it. To a lot of people, the very idea is becoming unthinkable.

5) Mobile data traffic around the world was projected to increase seven-fold between 2017 and 2022.

(Cisco)

When WiFi is unavailable, most people rely on their mobile data to access the internet. The compound annual growth rate (CAGR) of mobile traffic is expected to reach 46%, according to Cisco’s Global Mobile Data Traffic Forecast, and connection speeds will be three times faster by 2022.

6) Cellular phone user penetration worldwide is expected to reach 63.4% in 2019.

(Statista)

This is yet another statistic that confirms the whole world is going mobile. According to Statista, almost two-thirds of the world’s population will have a phone by the end of 2019, and that number will keep rising each year. But how many people have smartphones in the U.S.A.? Statista says 265.9 million, and that number is expected to rise to 285.3 million by 2023.

7) Google drives 96% of mobile search traffic.

(SEO Leads)

This is followed by Yahoo at 2% and Bing at 1%. Of course, Google is the number one search engine all over the world, and both desktop and mobile users rely on it for almost all their inquiries.

8) 80% of Alexa Top Sites were mobile-adaptive in 2017.

(Mobiforge)

Alexa Tops Sites is an Amazon mobile site that ranks high-performing websites according to the Alexa Traffic Algorithm. These figures show that in 2017, 80% of the top 100 sites had been optimized for mobile, as were 90% of the top 10 sites.

9) Mobile accounts for 69% of digital media time.

(comScore)

According to mobile marketing statistics, most users now prefer consuming digital media through their phones. Desktop has fallen from favor and accounts for merely one-third of total digital media time. If you want to stay on track and offer the best experience possible to consumers, you have to take this stat into consideration and optimize your website.

10) More than 80% of time using mobile devices is spent in apps.

(SmartInsights)

Given the quality of content and easy-to-navigate interface apps provide, it’s no wonder users spend the majority of their mobile time using their favorite apps. They spend the other 20% on their mobile web browser.

11) Mobile accounts for 72% of U.S. digital ad spending.

(eMarketer)

Mobile marketing stats show us that marketers are fully aware that the majority of consumers now spend most of their internet time on their phone. Ads that target mobile users are becoming more effective, so companies need to start investing in this approach if they want to stay at the top of their industry.

Mobile vs Desktop

12) Mobile devices accounted for 73% of web traffic in 2018.

(Zenith Media)

According to Zenith’s Mobile Advertising Forecast, tablets and phones are the primary means of accessing the internet right now. This number has more than doubled from 2011, when mobile internet usage was around 35%.

13) Google is introducing mobile-first indexing in 2019.

(Marie Haynes)

This is happening as we speak. Since most users are switching to phones instead of using desktop devices to surf the net, Google has decided to introduce mobile-first indexing to its search function. This means mobile sites will soon be more important than desktop sites in Google’s algorithm. Optimizing your site accordingly is very important if you want to rank highly on search engines.

14) 60% of respondents check their work email on a smartphone and 14% on a tablet.

(Fluent)

People aged between 18–24 are particularly reliant on their handheld devices—81% of them use their phones to check their work email. Phones are generally a lot easier to use on the go, so a high proportion of consumers use them to stay organized even when they aren’t home.

15) Mobile devices are used for over 40% of online transactions.

(Think With Google)

Checking emails isn’t the only thing people like doing on the go. Mobile marketing statistics show that many people now use their phones to shop online, too. Consumers like having all their favorite online stores within reach at all times. As more and more businesses optimize their websites for mobile, transactions are becoming more frequent.

16) Desktop has a 3.9% conversion rate compared to mobile’s 1.4%.

(Smart Insights)

While people love using their phones to shop, stores don’t always make it easy for them. Most online retailers still don’t have fully-optimized sites, and it’s turning a lot of customers away. If a consumer can’t view a site on mobile, then they’re bound to get frustrated and bounce before making any purchases.

17) 52.2% of all website traffic worldwide came via mobile phones in 2018.

(Statista)

In 2017, this number was 50.3%. For people in many countries, mobile phones are more accessible than desktop devices, so these stats aren’t surprising. The number of mobile web users is on the rise because phones offer us a cheap, easy way to access the web, no matter where we are.

18) 96% of Facebook users access their social media through mobile.

(Statista)

Social media mobile stats indicate that users prefer accessing their Facebook accounts via their mobile phone. U.S. users seem to be abandoning their trusty old desktops, and the change is particularly obvious when it comes to social media usage. Our social life is inextricably connected to our phone, so most users prefer to keep all their contacts and social interaction completely mobile. As such, it’s never been more important to be present on social media with a Facebook mobile site.

19) 92% of millennials own a smartphone, compared to 85% of Gen X and 65% of baby boomers.

(Pew Research)

The younger the person, the more likely they are to rely on smartphone technology. But what about the tablet vs smartphone debate? This is where the stats might surprise you. About 64% of Gen X owns a tablet, compared to only 54% of millennials and 52% of baby boomers. In general, people seem to see a phone as a versatile communication device, whereas most people use tablets purely for entertainment purposes.

20) More than 50% of YouTube video views come from mobile.

(Google Support)

What percentage of video views on YouTube come from mobile devices? Apparently, more than half. More than a billion people watch YouTube every month. This is a huge potential audience for marketers who optimize their ads for mobile devices.

User Habits

21) 74% of smartphone users look for the most relevant information without considering which company provides that information.

(Think With Google)

According to Think With Google, most users will simply click on the most relevant link after conducting a mobile search. It’s more important for them to find out what they need to know than to show any sort of brand loyalty. Companies that want to get the clicks have to provide the most relevant, up-to-date information in order to get consumers to visit their site. Once those customers arrive, the website must provide an easy, seamless experience.

22) According to Google data, 70% of mobile searchers who’ve recently made a purchase have clicked to call a business from the search results page.

(Google Blog)

The presence of a phone number in search results (regardless of whether they’re paid or organic) lends extra credibility to a brand. Mobile marketing stats indicate that this makes the shopping process easier and more pleasurable, and consumers are more likely to trust the company and get in touch with it. If you want your audience to perceive you as a reliable business, make sure all your contact info is easy for them to find.

23) People are more than 60% less likely to purchase from a brand after a negative mobile experience.

(Think With Google)

Even if your product is great and most of your customers have a smooth online experience when using a desktop device, you can turn people away if you don’t have a user-friendly site on handheld devices. You have to optimize mobile for your business and create a great site that consumers won’t have trouble navigating. Bad web design can put users off, and your conversion could suffer dramatically if you aren’t careful.

24) Watch time of “does it work” videos has grown more than 11-fold as consumers seek out visual proof that the items they’re considering are worth it.

(Think With Google)

People want to be well-informed. They very rarely purchase products without checking them out online first, and as such seem to focus on YouTube reviews to figure out whether an item is worth their money. Consumer mobile trends show that users watch “does it work” videos to see what others have to say, so it’s not a bad idea to invest in PR packages and send your product to a few famous influencers. Allowing them to test it out in front of their camera will help your advertising efforts significantly.

25) According to Google data, after seeing an ad on their smartphone, more than half of people do a mobile search.

(Google Partners Certification Exam)

According to Google, phone users are very responsive to ads. Mobile phone advertising influences consumers to do product research and make purchases, as long as the ads are relevant to their interests. Targeting the right demographics and reaching the specific people who will be genuinely interested in what you have to offer is a surefire way to increase conversions through Google ads.

26) 70% of travellers who own smartphones use them to research travel.

(Think With Google)

What’s the best way to kill time when you’re bored at work? Plan your next vacation, of course. Most users rely on their smartphones to research destinations and travel deals, and if they need a good hotel mobile marketing can point them in the right direction. If your strategy is on point, it could be your business they reach.

27) 78% of shoppers who are on holiday use smartphones to research physical shops before they visit.

(Think With Google)

Roughly 61% of shoppers would rather purchase things from brands that have both a physical store and an online store. What’s even more surprising is that nearly 80% will use their smartphone for physical shopping as well—from researching the product they want to buy to comparing prices and finding the best deals. That’s why it’s so important for retail brands to enable customers to view their website on mobile phones.

28) 45% of people would rather stop seeing their friends in person than give up their phones.

(Boston Consulting Group)

This study by Boston Consulting Group shows just how entrenched our dependence on our phones has become. Among other surprising stats, it turns out that 64% of people would give up dining out, 36% would give up electricity in their home for 12 hours a day, and 51% would give up one day off every week.

29) A positive brand experience on mobile will make 89% of people more likely to recommend a brand.

(Think With Google)

Positive consumer experiences are the key to success. Mobile trends show us that customers always favor the brand that has already shown itself as dependable, and they’re eager to recommend it to their friends and family. Invest time in your customers to create a loyal mobile user who will want to promote your business and help you grow.

What is Mobile Marketing and How Does it Affect Your Company?

30) Marketers and advertisers put 51% of their budget into mobile ads.

(HubSpot)

Mobile marketing has become an incredibly effective way to gain customers and drive conversions. Most marketers now invest in it heavily, and the majority of the budget goes into creating eye-catching, interesting ads.

31) In 2018, the Apple App Store registered a revenue of $46.6 billion.

(Statista)

App development has become one of the most profitable jobs in the digital industry. Making sure your business has an app to accompany your products and services is an important part of any mobile marketing strategy, especially if you want to increase customer engagement. Phone usage is growing, and people are spending most of their time interacting with various apps. You need to be present here to make the most of the opportunity.

32) 70% of smartphone users have bought something in a store after using their phone to discover more information.

(Think With Google)

Smartphones give us quick access to any kind of information we might need. If you provide your users with an easy way to get details about your product, they’re a lot more likely to make a purchase after seeing your online ad.

33) 69% of smartphone users would buy from stores that have mobile sites that cover their questions or concerns.

(BrightEdge)

Mobile marketing statistics show that users are quick to trust companies that go out of their way to provide answers to their questions. Showing consumers that their concerns are important to your business can help you gain their loyalty.

34) Two-thirds of smartphone users are more likely to buy products or services from brands with location-customized apps.

(Think With Google)

Localized ads are a great way to anticipate your customers’ needs and show them relevant content. People are more likely to click on an ad if it shows them a boutique in their neighborhood than if it suggests something that’s miles away.

35) 51% of customers say they use mobile devices to discover new brands and products.

(BrightEdge)

Smartphone statistics present us with another interesting fact: Users actively seek to improve their own shopping experience. They are willing to engage with new brands and will search for products that interest them.

36) 93% of businesses with an advanced personalization strategy experienced revenue growth in 2018.

(Monetate)

Localization isn’t the only trick you can use to get people to click on an ad. Personalized ads according to age, gender, and interests can be extremely effective and increase conversion rates for any kind of business.

37) M-commerce is yet to boom and is predicted to account for 53.9% of all eCommerce sales by the end of 2021.

(Statista)

Consumers want to shop from their phones. It’s easy, it’s quick, and mobile marketing companies are cashing in on this by providing users with faster checkout processes when making a purchase. Brands that want to increase their sales should jump on the train and make it’s easy for phone users to do their shopping.

38) A delay of just one second in page response can reduce conversions by 7%.

(Neil Patel)

Mobile users are becoming impatient—a delay of just a single second makes it more likely they’ll bounce off the page. According to Neil Patel, this means an eCommerce site that makes $100,000 per day could potentially lose $2.5 million in sales in a year.

39) Android accounts for 68% of the global mobile advertising market.

(Smaato)

Android holds a particularly large advertising mobile phone market share, especially in emerging economies such as India, Argentina, and Indonesia. However, while it might look like Android is dominating the market, iOS has much higher eCPM (ad revenue generated per 1,000 impressions).

Business and Mobile Marketing

40) 70% of B2B buyers increased mobile usage significantly over the past few years, and 60% expect this usage to continue to increase.

(Boston Consulting Group)

B2B purchases are now taking place online, with a significant portion of B2B owners using phones to do their shopping. With this mobile market growth overtaking the business sphere, companies must now invest in advertising if they want to reach their audiences.

41) 80% of B2B buyers now use mobile at work.

(Boston Consulting Group)

You probably already suspected it. Now Boston Consulting Group has the evidence to show that most of us are using our phones at work. With the number of devices growing, a lot of companies are allowing, or even incorporating mobile usage at the workplace, and B2B buyers are mostly using this technology for business purposes. That’s why providing a smooth digital experience is so important. Mobile media can influence purchase intent, and companies who want to attract user attention need to develop a marketing strategy to suit the shifting trends.

42) 47% of businesses with over 50 employees brought an app to the market before 2017.

(The Manifest)

Apps are time-intensive and expensive to create, but building one can benefit small businesses who are looking to cater to their audience and present themselves as a modern company. If your firm wants an app to accompany the product you offer, then investing in good mobile marketing services and app development could make a huge difference. It will give consumers a new way to interact with your business and build loyalty to your brand.

43) 57% of users say they won’t recommend a business with a poorly-designed mobile site.

(Formstack)

A well-designed website is already a prerequisite for success, but nowadays you need to worry about more than just the desktop version. If your customers encounter a problem like poor user interface, slow loading times, or bad design on your mobile site, they’re unlikely to have a pleasant experience, and they’re even less likely to recommend the brand to their friends. That’s why mobile website optimization is important for absolutely every business that wants to increase its online presence. By providing enjoyable user experience across all platforms and devices, you’ll increase your conversion rate and satisfy your customers.

44) According to 61% of users, if they don’t find what they want immediately on a mobile site, they’ll just head to another site straight away.

(Think With Google)

If you don’t provide the information or the product the customer wants and needs, or if your site isn’t mobile-optimized, people will move on to your competitor’s site without pause. The best mobile website is the kind that includes less text, has a vertical format, and puts emphasis on videos, infographics, and other media that’s easy to consume on a phone.

45) Mobile influences 40% of revenue in leading B2B organizations.

(Boston Consulting Group)

B2B industries traditionally depend more on sales than marketing to drive revenue, and mobile sales are becoming more frequent. Given that 50% of B2B search queries today are made on phones, marketers need to start investing more in responsive web design.

46) Mobile use at work will increase to three hours a day by 2020.

(Think With Google)

Mobile marketing stats show that B2B workers are becoming shrewder when it comes to technology. Driven by the overall increase in phone usage over the years, it would seem mobile for business is now part of the everyday routine for many employees.

47) 91% of mobile users consider access to quality content to be a high priority.

(CardTapp)

Content is one of the best ways for consumers to get to know a brand. Companies should create high-quality content and make it available across all platforms if they want to increase their lead generation.

To Summarize

These mobile marketing statistics give us an insight into how digital technologies are shaping the market. Current leaders in revenue growth are all optimizing their businesses for mobile use, and those who don’t want to lag behind need to invest resources into doing the same thing.

To thrive, you must build strong, mobile-friendly websites and focus your attention on consumer trends and preferences. The sooner you do this, the less chance there is you’ll be left behind in the race.

Sources:

  1. DataReportal
  2. Smart Insights
  3. Statista
  4. Qualtrics
  5. Cisco
  6. Statista
  7. NetMarketShare
  8. Mobiforge
  9. comScore
  10. SmartInsights
  11. eMarketer
  12. Zenith Media
  13. Marie Haynes
  14. Fluent
  15. Think With Google
  16. Smart Insights
  17. Statista
  18. Statista
  19. Pew Research
  20. Google Support
  21. Think With Google
  22. Google Blog
  23. Think With Google
  24. Think With Google
  25. Google Partners Certification Exam
  26. Think With Google
  27. Think With Google
  28. SmartInsights
  29. Think With Google
  30. HubSpot
  31. SmartInsights
  32. Think With Google
  33. BrightEdge
  34. Think With Google
  35. BrightEdge
  36. Monetate
  37. Freedough
  38. Neil Patel
  39. Smaato
  40. Boston Consulting Group
  41. Boston Consulting Group
  42. The Manifest
  43. Formstack
  44. Think With Google
  45. Think With Google
  46. Adestra
  47. CardTapp

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