Mobile marketing dates back to 1992, when the first text message was sent from computer to mobile phone. Some four years later, the first mobile phone with internet connectivity was introduced to the market, changing the game completely. Today, mobile sits at the core of digital marketing advertising, covering a wide range of formats and types. If you want to tap into the mobile potential, you need to learn the most important mobile marketing statistics that can help you create a killer strategy.
Key Mobile Marketing Numbers (Editor’s Choice)
- 92.6% of people are using mobile devices to access the internet.
- 84% of smartphone users check their device as soon as they wake up.
- 91% of consumers who see a relevant mobile ad purchase or plan to make a purchase.
- Over the past few years, 70% of B2B buyers increased mobile usage.
- Mobile ad market size will surpass $240 billion by 2022.
- Location-targeted mobile advertising ad spending will reach $32.4 billion by 2022-end.
- Push notifications have a 90% deliverability rate.
- In-app messages can boost retention rates by 4 times.
Mobile Marketing Growth & Usage
1. Globally, there are 5.22 billion unique mobile users.
The number of mobile users jumped by 1.8% YoY, adding nearly 93 million new mobile users between January 2020 and January 2021. Future forecasts indicate that there will be 7.41 billion mobile users by 2024. In other words, the majority of the world’s population will be using mobile devices.
2. Google drives over 95% of mobile traffic.
As per mobile search statistics, 2020 cemented Google’s reign on mobile. The tech giant currently accounts for 95.03% of global mobile search traffic. Baidu comes in second with 1.81%, followed by Yahoo (0.79%), Yandex (0.73%), DuckDuckGo (0.48%), and Bing (0.42%).
3. 92.6% of people are using mobile devices to access the internet.
(DataReportal, CNBC)
According to recent data, 92.6 % of internet users are using mobile devices to go online. By 2025, estimations are that three-fourths of people will be accessing the World Wide Web solely via mobile devices.
4. Chrome has a 62.57% mobile browsing market share.
The global mobile market is mainly driven by Chrome. The Google-developed web browser currently holds a 62.57% market share. Safari is the far-second mobile browser with a 24.79% market share, followed by Samsung Internet (6.09%), UC Browser (2.7%), Opera (1.89%), and Firefox (0.51%).
5. In the US, the percentage of consumers using mobile devices is 81%.
(Emarketer, Pew Research, Statista)
A whopping 96% of the American population owns a hand-held device. Approximately 81% of those are smartphones. The estimated number of smartphone users in the US is 275.66 million. The number is expected to jump to 290.64 million people by 2024.
Considering mobile vs. desktop internet usage statistics, 2020 continued the increasing trend of using the internet on smartphones. According to Emarketer’s latest estimations, the average US adult is spending approximately two hours and 51 minutes on their smartphone every day.
6. In the UK, people spend over 80% of their online time on mobile devices.
(Ofcom)
According to the latest mobile marketing statistics, UK young adults drive a steady increase in smartphone time. As Ofcom research shows, 81% of time spent online was on a smartphone or tablet. Data from the same study shows that over a third of the total time online is spent on Google- or Facebook-owned websites.
7. 70% of global internet users were using their smartphones more in March 2020 as a result of the global pandemic.
The global pandemic changed the way people communicate. Mobile devices have become an even more important part of our daily lives. Mobile usage data statistics for 2020 indicate a 37% increase in texting and a 32% jump in video calling after the outbreak.
According to Statista, on average, 70% of internet users started using their mobile devices more in March 2020. This number varies by country. In China, 86% of people started using their mobile devices more compared to the UK where this percentage stood at 40%.
8. 84% of smartphone users check their device as soon as they wake up.
In the light of social distancing and the lockdown due to the coronavirus pandemic, smartphones have become the main tool for keeping in touch with friends and family. Results from a recent study indicate that smartphones are at the center of people’s everyday life.
As per the latest mobile marketing statistics, 84% of users are checking their smartphones within the first 15 minutes of waking up. Another 79% of respondents feel smartphones help them feel connected with their friends and families, whereas 66% agree they improve the quality of life.
9. Over the past few years, 70% of B2B buyers increased mobile usage.
(AppTech)
Over 70% of B2B buyers have increased mobile usage, and 60% think this practice will continue. Around 80% of consumers said they are using mobile at work, and an estimated 70% start B2B queries on smartphones. Another 60% of B2B buyers said mobile has played an important role in their recent purchase.
Consumer Behavior And Mobile Marketing Facts
10. Over 51% use mobile devices to identify new brands and products.
(Statista, Statista, Lauro Media)
Mobile is the main platform for getting information about a brand, product, or service. Moreover, consumers looking up a specific type of product are likely to come back for related products as well.
According to marketing statistics for 2021, three out of four consumers are using their smartphones to research while shopping in-store. In the US, this percentage is 74%. Globally, Turkey has the highest rate of shoppers (97.6%) using smartphones to research products while in-store, followed by Colombia (93.6%), Mexico (93.4%), and South Africa (90.8%).
11. 79% of smartphone owners have used their mobile devices to buy something online.
With the number of mobile users steadily rising over the years, your potential customer would likely interact with your ecommerce site via smartphone or tablet.
Such mobile shopping statistics are important to have in mind when creating a shopping experience that will appeal to our audience. A single bad mobile experience will push 40% of shoppers to the competitor. Another 43% won’t return to a site with slow loading speed on mobile.
12. 91% of consumers seeing relevant mobile advertising either make a purchase or plan to make a purchase.
Mobile ads have a higher conversion rate compared to desktop ads and traditional marketing media. The latest retail mobile marketing data from Google indicate that the majority of consumers who see a relevant ad on their mobile devices would proceed to purchase the product/service or will plan to purchase.
Additionally, 63% of smartphone users feel more inclined to shop at companies with mobile sites/apps that offer them relevant product recommendations.
13. 76% of people who search on their smartphone for a product or service nearby pay a visit to the brick-and-mortar business shop within 24 hours.
Over half of product searches start on smartphones, making mobile the crucial platform for product discovery. Advertising on mobile devices can drive 76% of consumers searching for something nearby to pay a visit to the businesses within a day. Prioritizing location-based personalization will pay off, as nearly a third of those consumers will result in a purchase.
14. 81% of email opens are on mobile.
Following recent mobile marketing trends, marketers can’t afford to ignore mobile optimization for emails. Email open rates from mobile have skyrocketed since 2011, growing by over 100%. Newest email marketing stats show that 81% of email recipients use a smartphone to open emails, whereas 21% use tablets. What’s more, 40% of email recipients have reported their smartphone as the primary device for checking email.
Mobile Marketing Trends
15. By 2022, 51% of ad spending will go to mobile.
(Statista)
With the mobile evolution, marketers started shifting priorities. More and more companies are already investing in more exciting marketing forms that offer new possibilities and greater reach than traditional channels.
Newest data on mobile advertising market size indicates that mobile will surpass desktop by 2022, accounting for 51% of the total advertising spend.
16. 89% of shoppers with a positive experience on mobile are more likely to recommend a brand.
(Think With Google, Smart Insights)
According to the latest data, almost 90% of shoppers feel more inclined to make a brand recommendation after a positive mobile experience. This is also the reason why 90% of consumers would return and shop again. On the other hand, Smart Insights mobile marketing statistics show that 60% are less likely to revisit and shop from a brand that doesn’t offer a positive mobile experience.
A well-optimized website for mobile brings in additional benefits too. More precisely, 67% of consumers are more inclined to purchase from businesses that offer location-based personalization of the mobile website and app content.
17. The global mobile advertising market size will surpass $240 billion by 2022.
(Statista)
Mobile devices are the fastest-growing advertising platforms. Consumers are spending more time on mobile and, as a result, companies are increasingly investing in mobile advertising. Mobile ad market size in the US was estimated at $189 billion in 2019. The worldwide mobile advertising market is expected to surpass $247.5 billion by 2022.
18. Location-targeted mobile advertising ad spend will reach $32.4 billion by the end of 2022.
Location-targeted ad spending will continue to be an important part of businesses’ marketing strategies. Estimates are that location-targeted mobile ads market share will reach $32.4 billion by the end of 2022, up from $12.4 billion in 2016. This would mark a 160% increase in ad spend over five years, highlighting just how rapidly mobile ad spending is increasing.
19. 84% of marketers are using location-based mobile marketing strategies.
Personalized mobile content marketing is a surefire way to build relationships and create better experiences for consumers. In fact, 80% of consumers are likely to shop something from a brand that offers a personalized experience.
Businesses have started realizing the potential personalization has for improving their bottom line. Personalization techniques are increasingly used in mobile advertising for small business organizations and corporations alike. Nearly 90% of marketers using personalization techniques say increased sales are the main advantage. Another 94% are planning to implement this tactic in the future.
20. Video drives 63% of mobile traffic.
(Ericsson)
Users are more likely to consume video compared to other content types. Consumers spend on average 84 minutes every day watching online videos. Videos are engaging and a great source of information and entertainment. Currently, 63% of mobile traffic comes from video, and it’s projected to jump to 76% by 2025.
21. 90% of people are reading text messages within three minutes of receiving them.
Despite the new methods of reaching out to the target audience, SMS is still relevant. Statistics on mobile messaging marketing suggest that 90% of consumers open the messages within three minutes of receiving them.
According to the latest SMS marketing statistics, 75% of people have no problem receiving SMS messages for brands they love. As of 2020, nearly 48.7 million people have opted-in to business SMS messaging services. What’s more, SMS has a high open rate of 98%. Compare this to the email open rate (22%), and you’ll become confident that SMS is one of the fastest ways to reach the audience.
22. Nine in ten users who enroll in SMS loyalty programs believe they’ve gained some form of value.
If you’re looking to build customer loyalty, implementing SMS rewards is a way to go. As SMS mobile marketing statistics show, nine in ten customers who enroll in loyalty programs will love the personalized approach and have a sense that they are gaining value from a brand.
23. 73% of consumers consider pop-up ads to be annoying.
(Hubspot)
People are increasingly using ad blockers. The majority of them (73%) are disliking pop-up ads, whereas 65% don’t like ads that track the browsing. Another 49% are annoyed by video ads in games. To curate a working mobile marketing strategy, you need to hear your audience’s needs.
Mobile marketing statistics from a Hubspot study show that 57% of people are finding value in search ads, as they are more relevant to their needs. Moreover, 47% value social media ads, and 40% think videos are useful. Only 37% find value in-display ads.
Mobile App Usage Statistics
24. People in the US spend 88% of their mobile time on apps.
As per mobile app vs. website statistics, 2020 saw a surge in app use since COVID-19. Apps now account for 88% of time spent on mobile in the US. Some app categories are almost fully accessed via mobile. Coupon apps see 88% of the audience coming via mobile. Similarly, people access dating (85%), instant messengers (83%), and weather (82%) apps via mobile only.
25. Mobile apps will be generating $935.2 billion by 2023.
(Statista)
The coronavirus undoubtedly changed consumer behavior. Many businesses adapted and created business apps to offer consumers greater convenience and stay ahead of the competition.
According to the newest mobile marketing statistics, app development is a growing industry. Estimates are that it’ll hit $935.2 billion by 2023, up from $693 billion in 2021. Mobile app revenue is primarily driven by subscriptions, in-app purchases, and premium apps.
26. By the end of 2021, 38 billion apps will be downloaded on the App Store and 109 billion on Google Play.
(Statista, Statista, 42Matters)
Approximately 107,200 mobile apps are released to Google Play Store every month. Apple App Store sees on average 30,000 new apps a month. Users are quickly adapting, driving an upward trend in app downloads.
Annual projections for 2021 are that 38 billion apps will be downloaded on the App Store and 109 billion on Google Play. By 2024, these numbers will increase to 45 billion and 139 billion, respectively.
27. At 39%, social media apps are the most used app type.
(Axios, The Manifest, Lyfe Marketing)
Such data is crucial for the top mobile marketing companies looking to leverage the best channels for product or service promotion. Nearly 40% of consumers are using social media apps. At the same time, 80% of the time users spend on social media happens on mobile.
Additionally, social media usage accounts for 25% of total app usage, up from 20% in 2019. Between January and March 2020, the number of Instagram daily active users increased to 127 million. Facebook’s daily active user base also increased in the said period, reaching 195 million.
App Mobile Marketing Stats
28. In-app advertising is poised to reach $201 billion by the end of 2021.
Mobile is already driving a huge portion of the ad spend, and in-app advertising is growing along. Consumers are spending the largest chunk of their online time on apps, giving businesses an excellent opportunity to reach their target audience.
According to recent mobile marketing statistics and projections, the in-app spending will hit $201 billion by the end of 2021, noting a significant growth from $72 billion in 2016.
29. Push notifications have a 90% deliverability rate.
Push notifications can be very effective. Not only do they have a high deliverability rate of 90%, but 66% of app users that enable push notification are likely to return within the first 30 days.
Push notifications have seven times higher click rate and a 50% higher open rate compared to email. They can boost the engagement by 88% and increase the app retention rate by 3-10 times.
30. 70% of app users believe push notifications are useful.
Two-thirds of app users consider push notifications to be effective. Additionally, 38.66% prefer receiving push notifications in the morning. Mobile marketing stats further show that 38.38% of consumers would want to receive notifications on the weekends, and 36.69% prefer getting them in the evening.
31. In-app messages can boost retention rates by four times.
Businesses planning to increase retention can benefit from in-app messaging. Mobile marketing stats show that, by doing so, they can see a four times higher retention rate.
Data further indicate that, when combined with push notifications, in-app messaging notes a 26% engagement rate for medium-performing and a 44% rate for high-performing apps.
Why Are These Mobile Marketing Statistics Important for Your Business?
Mobile marketing is reshaping the market, allowing you to reach your target audience quicker and more efficiently. It’s a great tool in your marketing arsenal that can boost brand awareness, increase engagement, generate sales, and transform your business’ bottom line. There’s a range of formats you can use, so you can always find creative ways to promote your business.
These mobile advertising statistics shed light on the most important facts and figures, thus facilitating your mobile strategy design.
FAQ
What percentage of internet traffic was mobile in 2020?
Ever since 2017, mobile has consistently generated around 50% of the global internet traffic. In 2020, mobile accounts for 54.33% of the global internet traffic compared to desktop (42.77%) and tablet (2.9%). In the US, 43.89% of total Internet traffic comes from mobile. Globally, the percentage is the highest in Nigeria where mobile accounts for 75.1% of the internet traffic. The situation is similar in Turkey (77.32%), South Africa (70.21%), and India (64.37%).
Why you need a mobile-friendly website?
People are spending over five hours on their mobile devices. Beyond entertainment, mobile can provide real value to consumers. Over 50% are using smartphones for product discovery. Therefore, if you want to meet your potential consumers, having a mobile-friendly website is paramount. Additionally, a mobile-friendly site will help you stay relevant and competitive, as well as increase customer loyalty.
How effective is mobile marketing?
When done right, mobile marketing can drastically improve your bottom line. Mobile marketing allows you to reach your audience anywhere, anytime. This is the most important strategy for reaching a global and local audience. Mobile advertising is more personal and has excellent viral potential.
What are the disadvantages of mobile marketing?
Mobile marketing can be disruptive. Around 70% of people using mobile devices say they dislike seeing mobile ads. That said, you need to get creative and improve your targeting techniques. Another potential disadvantage is that mobile ads attract almost instantaneous reactions, so you can’t afford to leave a bad first impression. Last but not least, there are multiple generations of smartphones, but there isn’t a standard display option. This leaves room for doubt whether your target audience will see the ad as intended.
Is mobile marketing the future?
The average person spends almost three hours a day using smartphones, and this number is poised to grow soon. Predictions are that by 2025, 73% of users will be accessing the internet via mobile only. What’s more, according to mobile marketing statistics, the global mobile ad market size will skyrocket, and it’s expected to reach $240 billion by 2022. These are just a few facts that stand to prove that mobile marketing is here to stay.