Mobile Marketing Statistics

135+ Important Mobile Marketing Statistics & Facts

Mobile marketing is a big deal. Mobile marketing statistics are staggering.

Obviously, there is no way to ignore mobile in today’s world.

Everything is going towards mobile now. So is the marketing.

Below are the most important mobile marketing statistics that shape the face of digital marketing today and will be doing so tomorrow.

Well, let’s dive straight in and see what the stats tell us about mobile marketing in 2022…

General Mobile Marketing Statistics

1. According to Statista, there are currently 7.1 billion mobile phone users in the world and this number will overpass 7.4 billion by 2025. 

Forecast number of mobile users worldwide from 2020 to 2025

Forecast number of mobile users worldwide from 2020 to 2025 in billions
Source: Statista

2. Today, over 5.2 billion people subscribe to mobile services. The number of unique mobile subscribers worldwide is expected to reach nearly 5.8 billion by 2025. 

Global unique mobile subscribers by region

Global unique mobile subscribers from 2010 to 2025, by region in millions
Source: Statista

3. China has the highest active mobile phone users (1.6 billion) in the world, followed by: 

  • India (1.28 billion)
  • Indonesia (386 million)
  • United States (327 million)
  • Brazil (284 million)
  • Russia (256 million)

4. Percentage of single-screen users per country – PC, smartphone, or tablet:

Percentage of single screen users per country

5. Percentage of people using all three screens – PC, smartphone, and tablet:

Percentage of people using all three screens

6. By 2025, the number of global mobile devices will reach about 18 billion, up from 15 billion in 2021.

7. According to a report by IDC, global mobile phone shipments will grow to about 1.7 billion units by 2025, compared to 1.6 billion units in 2021.

8. In 2020, the mobile industry contributed up to $4.4 tn (Trillion) to the GDP (Gross Domestic Product) and it is projected that by 2025, this figure will rise to 4.8 tn (Trillion).

Global economic contribution of mobile industry from 2020 to 2025

Global contribution of mobile industry 2020-2025
Source: GSMA

9. In 2020 that about 25 million jobs were directly or indirectly supported by the mobile ecosystem.

10. The global mobile education market volume has increased from $3.4 billion in 2011 to $37.8 billion in 2020 and it’s projected to decrease to $21.4 billion by 2028

Global education market value from 2011 to 2028

Global education market value from 2011 to 2028
Source: Statista

11. In 2020, about 68% of all website visits came from mobile devices (28.9% from desktops and 3.1% from tablets), and visits to US websites have increased to 61%, up from 57% in 2019.

12. One of the most outstanding mobile marketing statistics is that in 2017 about 79% of mobile travelers have done their travel reservations after doing some research on their mobile devices.

13. Up to 45% of travelers have made calls to get more information about a particular service after engaging in mobile research on the mobile device and this figure is significantly higher than the 37% recorded the year before.

14. 58% of calls to book or get more information have been made by mobile travelers after doing research on their mobile devices. This is a significant increase from the 45% recorded in 2016.

15. About 89% of people who recommend a brand do so after having a positive mobile experience with it.

16. Research published by Google suggests that up to 61% of people are unlikely to come back to a mobile site they had difficulties using.

17. Nearly 58% of mobile phone users expect mobile sites to load as quickly as or faster than desktop sites.

18. 86% of marketers believe an improvement in the speed of a mobile website can enhance customer satisfaction.

19. Every 1-second mobile page load delay may result in conversions drop by up to 20%.

Google mobile page speed benchmarks

20. Mobile advertising growth is becoming an essential step for the customer’s journey. Recent studies show that 91% of mobile device users plan to buy or have bought commodities after seeing a relevant ad (as described by them).

21. There is a 62% less chance of people buying a product from a brand after having a negative experience on their mobile sites.

22. 46% of those who have bad experiences with a mobile site state that they do not intend to revisit the same site to purchase anything from them in the future.

23. Overall 78% of mobile brand experiences are described as positive.

24. On average, 200% more brand experiences happen via mobile than every other means combined and that includes computers, stores, TV, etc.

25. There is 2.3 times more likely that a person that is actively searching for an item via mobile would make an in-store purchase.

26. Over half ( 54%) of all mobile brand experiences are image- or video-based.

Image video brand experiences chart by think with Google

27. As of January 2021, over 92% of people accessed the internet via their mobile devices.

28. There are new audiences preferring mobile internet access only, the largest single group being women 18–24 years old.

29. The most popular mobile-first activities according to internet users worldwide as of 1st quarter 2019 are messaging, online video, maps, news, and checking the weather.

Most popular mobile online activities, as of 1st quarter 2019

Most popular mobile online activities, as of 1st quarte
Source: Statista

30. We are now as likely to watch online videos or look at photos on our phones as on our desktop computers. Today, U.S adults spend about 50 minutes viewing video via their mobile devices, compared to 24 minutes via desktop/laptop.

Average time spent viewing videos in the U.S. by device 2018-2022
Source: eMarketer

31. As of April 2021, Americans spend around 4 hours and 23 minutes on their mobile device every single day, and this figure will reach about 4 hours and 35 minutes by 2023.

32. On average mobile users in the U.S. check their mobile phones 256 times a day.

33. Today adults spend more media time on mobile than on newspapers and magazines combined.

34. As of May 2021, nearly 50% of emails are opened on a mobile device (compared to 21,2% on desktop) and this is about an 8% increase from 2019.

Email opens by environment (as of May 2021)

Email opens by environment in May 2021
Source: Litmus

35. 70% of mobile users delete emails that are not displayed correctly on their devices.

36. We cannot talk about mobile marketing statistics without showing social media data. Pinterest is the most visited social network on mobile. 64% of its referred traffic comes from tablets or smartphones.

37. Twitter is at 61%.

38. and Facebook at 41%.

39. 7 out of 10 minutes spent on YouTube videos come from mobile devices.

40. The share of mobile transactions grew 15% in the 3rd quarter of 2015 and the global mobile payment transaction market is expected to grow at a CAGR of 31% by 2031.

41. In the US at least 10% of all payments at Starbucks come exclusively from mobile devices.

Global Smartphone Statistics

42. The most recent mobile usage statistics show that there are over 6.3 billion smartphone users in the world and this figure is predicted to reach about 7.5 billion by 2026

Number of smartphone users worldwide from 2016 to 2026

Number of smartphone users worldwide from 2016 to 2026
Source: Statista

43. According to a report by Canalys, global smartphone shipment reached almost 347 million units in the 1st quarter of 2021. That’s a 27% increase from 2020.

Worldwide smartphone shipments from Q1 2018 to Q1 2021
Source: Canalys

44. In September 2021, Android was the most popular smartphone platform, with a 72.44% share.

45. As of September 2021, Samsung has the highest smartphone vendor market share at 27.55%, followed by Apple at 26.75%, Xiaomi at 11.51%, Huawei at 7.88%, and Oppo at 5.65%.

Mobile vendor market share worldwide in September 2021
Source: Statcounter

46. Percentage of smartphone users per country:

Smartphone users per country chart
Source: Statista

47. Percentage of users browsing the internet at least as often via smartphone as a computer:

Percentage of users browsing the internet via smartphone chart

48. Internet users are 36% more likely to check the availability of an item in a local store on their smartphones now than two years ago.

49. 68% of smartphone users use the “get directions” or “call” button.

50. 73% of smartphone users think getting directions is important.

51. 70% of smartphone users think that the call button is important.

52. Average time spent browsing on a smartphone per month (as of August 2016):

Average time spent browsing on a smartphone per month chart

53. As of April 2021, U.S. adults spend on average 3 hours and 10 minutes on their smartphones per day and this figure will grow to 3 hours and 25 minutes by 2023. 

Average time spent on smartphones in the U.S. from 2018 to 2023
Source: eMarketer

54. In 2017, millennials all over the World spent on average 223 minutes (almost 4 hours) every day on their smartphones compared to 107 minutes in 2012:

Daily mobile time in minutes chart from 2012 to 2017
Source: Statista

55. Approximately 43% more research is done on smartphones than computers by millennials who intend to buy an item.

56. In 2016, mobile retailers saw 50% of their sales from mobile, and today, 42% of retailers make their online sales through smartphones.

57. Today about half of all business-to-business queries come from smartphones.

58. More than 40% of all transactions are carried out on smartphones.

59. 83% of mobile business travelers have booked travel after doing research on their smartphones in 2017.

RELATED: Video Marketing Statistics

Mobile Search Statistics

60. Almost half of all consumers (48%) begin their research with search engines on mobile devices.

61. Mobile share of organic search engine visits in the U.S. has increased from 53% up to 61% over the last 5 years.

62. There is a 31.35% CTR on the first position on Google search results.

63. The mobile searches for product reviews have grown over 35% in the last 3 years.

64. 35% of those who conducted a search on their smartphones, in the end, spent more in the store than they initially planned.

65. 42% of all mobile brand experiences involve search.

66. 65% of users look for the relevancy of information when searching on their smartphones and ignore the company providing the information.

67. 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone.

68. 26% of consumers start mobile research with a branded app.

69. 75% of Gmail users access their accounts on mobile devices.

70. 8 in 10 marketers worldwide use location targeting for mobile advertising.

71. 50% of smartphone users visit a store within a day of their local search compared to 34% on computer/tablet.

72. They search for: product availability, address, working hours, and directions.

73. Local searches tend to bring in more sales compared to non-local searches. 18% of local smartphone searches resulted in a sale the same day compared to just 7% of non-local searches achieving the same result.

74. Location part of ads has been used by more than 60% of consumers. They pointed out the importance of these features in ads, particularly directions and the call button on smartphones.

75. 18% of local phone searches triggered a sale within a day vs. 7% of non-local searches.

76. 70% of Computer/Tablet and 61% of Smartphone users want ads customized to their immediate surroundings.

77. 20% of all telecom;

78. 30% of all restaurants;

79. and 23% of all movie searches are mobile.

80. Mobile devices serve as the source of over 50% of all searches related to maintenance, services, and parts.

81. 80% of mobile searches resulted in actual store visits within just 5 hours.

82. 85% of them lead to a call to the store within the same 5 hours.

83. Cross-device purchasers are 38% more likely to use their mobile to complete a transaction than the average. Also, at least half of all transactions are now cross-device.

84. The smartphone’s share of website visits has increased year on year across the whole of Europe, with the highest growth being experienced by the top 20% of German businesses, who saw a 51% increase in traffic from mobile devices.

85. In the U.K, the top 20% of performers are getting half of their browser visits from smartphones, compared to just under 38% for businesses that haven’t invested heavily in optimizing their mobile customer experience.

86. The top 20% of performers in each business sector outperformed their peers when it came to smartphone visits.

RELATED: How Many Websites Are There?

Mobile Web and Mobile Apps Statistics

87. App usage dominates browsers in mobile usage and accounts for 90% of mobile phone time:

Time spent distribution in mobile devices chart
Source: Flurry

88. In 2023, mobile app revenues are estimated to amount to about 935 billion U.S. dollars, up from 693 billion U.S. dollars in 2021.

Worldwide mobile app revenues from 2014 to 2023
Source: Statista

89. The total number of mobile apps on the planet has increased from 470,000 in 2011 to 8.9 million in 2020.

90. The number of mobile web users has increased from 1.2 billion in 2012 to 6.95 billion in 2020.

91. In 2012, there were 216 million mobile app users in the U.S., which has increased to 3.5 billion in 2020.

92. In 2016, the conversion rate on a mobile app was 120% higher than on the mobile web and this figure has increased to 157% in 2019.

93. In 2020, the average order value of online shopping made from mobile phones has declined to about $84 from $116 in 2016, while the value of online purchases made from desktops has increased to $120, up from $100 in 2016.

94. 18-24 years olds spend 2/3rd of their digital media time on smartphone apps (compared to just 7% on mobile web).

Share of platform time spent by age graph
Source: MarketingLand

95. In the US mobile apps constitute 57% of all digital media usage.

96. Smartphone apps alone on average get 50% of all digital media time.

97. Apps convert three times more product viewers than mobile web.

98. In 2016, mobile apps delivered 2x new user retention rate than mobile web, and the user’s retention rate of mobile apps was about 38%, but this figure has declined to 32% in 2019.

99. Mobile apps have been downloaded over 250 billion times in 2021 and this number is predicted to reach nearly 300 billion by 2023.

Number of mobile apps downloads worldwide from 2014 to 2023, by region

Number of mobile apps downloads worldwide from 2014 to 2023, by region
Source: Statista

100. Mobile app usage is globally dominated by Facebook and Google.

Top 20 mobile apps by unique visitors
Source: MarketingLand

101. Accordingly, Apple App Store and Google Play account for over 90 percent of worldwide app revenues.

102. By 2025, consumers are predicted to download over 180 billion mobile apps from Google Play (compared to 109 billion apps in 2020) and 43 billion apps from Apple Store (compared to 34 billion apps in 2020).

103. There are over 70 mobile app marketplaces and the most popular app store is Google Play with 2.87 million apps.

104. Over 70% of consumers use the “shop and purchase product” feature on mobile apps.

105. 81% of users prefer mobile sites to apps for price research;

106. 79% for product reviews;

107. 63% for purchasing.

Mobile Commerce and Mobile Shopping Statistics

108. Mobile commerce makes up over 70% of all e-commerce sales. That’s over a 10% increase from 2017.

109. 79% of smartphone users use their smartphones to help with shopping. But 79% of large online advertisers still do not have a mobile-optimized site.

110. Japan and South Korea are the leading mobile commerce markets in the world.

111. In 2020, 1.81% of e-commerce website visits via mobile devices were converted into purchases and tablet conversion rates were at 3.41%.

112. First-time mobile devices generated a billion dollars in online sales on Black Friday 2016. The exact amount spent via mobile devices was $1.2 billion, which means a 33% increase compared to the preceding year.

113. No doubt it was a great day for mobile. However, desktop sales with 64% of revenue still constituted the majority of online sales in the US.

114. Around 70% of 2016 Thanksgiving Day traffic came from mobile, with tablets contributing another 8%.

115. Mobile devices accounted for 53% of all orders on Thanksgiving Day. This was the first time when mobile e-commerce surpassed desktop in total order quantity.

116. While in-store shopping for merchandise back-to-school shoppers uses their mobile devices. Of the 81% who do so,

117. 58% compare prices;

118. 39% download digital coupons;

119. 38% check availability/inventory;

120. and 30% take photos of things that might be purchased.

121. 39% of store walkouts were influenced by smartphones. In all those cases consumers left stores without buying.

122. 67% of US consumers choose the shopping store based on digital discounts received on mobile.

123. Email inspired more than half (56%) of mobile purchases.

124. 16% of smartphone/tablet users made a purchase decision as a result of a marketing offer.

125. 51% of shoppers make a purchase based on a mobile notification in the store.

126. However, while at the store, 69% of the brand’s loyal customers (compared to 58% of all consumers) will actually change their purchase decision in favor of the brand after receiving mobile notifications to their smartphones/tablets.

127. 55% of shoppers search for discounts on their smartphone or mobile device in the store.

128. 79% of mobile coupon users in the US say that they share brand reviews, along with information about how much they saved on a product with family and friends following a purchase.

129. 1/3 of travelers said that they do not find researching and booking comfortable on their smartphones. This opinion remained unchanged from 2015.

Mobile Advertising Statistics

130. The mobile advertising growth is faster each year. Businesses using mobile ads are receiving more revenue and this kind of advertising is expected to grow into a billion-dollar business in the next few years.

131. In 2020, mobile accounted for 48% (desktop 52%) of ad spending, and it’s expected to surpass desktop ad spending in the coming years.

Mobile and desktop ad spending from 2018 to 2023
Source: Statista

132. Global mobile ad spending is expected to amount to over $339 billion by 2023.  That’s over a $116 billion increase from 2020.

133. 63% of digital travel ad spend goes to mobile.

134. 70% of people do not like mobile ads.

135. This was the main reason behind mobile ad blocking gaining popularity and increasing 90% YoY.

136. The average click-through rate (CTR) of the 1st position ad on mobile Google search is 27.7%.

137. This figure is 9.2% for the second position.

138. 95% of all paid Google search ad clicks come from mobile.

139. 2018 mobile marketing growth statistics show that mobile Ads alone will take up 22.3% of the global Ad budget.

140. In 2019, mobile ad spending in the US amounted to approximately 87 billion U.S. dollars and it’s projected to surpass 160 billion U.S. dollars by 2024. 

Mobile ad spending in the U.S. from 2019 to 2024
Source: eMarketer

141. As of the 3rd quarter of 2019, about 94% of Facebook’s advertising revenues came from mobile devices.

142. In-app ads (average CTR 0.56%) globally perform better compared to web ads on mobile (average CTR 0.23%).

143. 53% of paid search clicks come from mobile.

144. Google’s mobile advertising stats show that 75% of their ad revenue from mobile search came from Apple devices.

Tablet Usage Statistics

145. Percentage of tablet users per country:

Percentage of tablet users per country chart

146. Tablet users are more likely to buy after seeing online ads than smartphone users.

147. They are also more likely to ask for coupons from a merchant.

148. By 2020 tablets with small screens (7 to 9 inches) are forecast to account for 40% of all tablet shipments worldwide, while almost 60% of all tablets shipped are projected to be tablets with medium screens (9 to 13 inches).

149. As of September 2021, Apple has the highest global tablet market share at 54.55%, followed by Samsung at 27.03% and Amazon at 5.4%

150. About 40 percent of consumers in the U.S. check social media on their tablets on a weekly or daily basis.

151. Besides social media, some of the most popular activities among tablet users in the U.S. include using their emails, using search engines, and watching online videos.

152. The number of tablet video viewers in the United States is forecast to increase in the next few years, going from an estimate of 107.2 million in 2016 to just over 124 million by 2020.

153. Half of the 35-44s say that they own tablets, putting them significantly ahead of the youngest group (on 36%).

154. 16-24s are in fact the least likely to own a tablet, with even 55-64s having a 4 point lead over the youngest group.

155. Tablets are likely to decline in the coming years. In the US tablet, sales have dropped 30% since their peak in 2013 and declined a full 15% between 2015 and 2016.

Further Reading:

  • Statista
  • TechCrunch
  • KPCB
  • Consumer Barometer with Google
  • Think With Google
  • Litmus
  • Comscore
  • HubSpot
  • Adobe Mobile Experience Survey & eMarketer 2011

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NJ is all about websites and AI. With years of experience building cool sites, he's also got a knack for diving into AI's exciting possibilities. Always on the hunt for the next big thing, NJ loves to share his discoveries with the world. Whether it's a groundbreaking tool or a fresh concept, if NJ's talking about it, you know it's worth a look.
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2 years ago

This was interesting. I don’t use tablets often. i mainly use a pc and sometimes a phone.

Fransic Verso
Fransic Verso
2 years ago

Interesting facts about marketing, so much to learn from this post. Thank you for sharing!

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