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 2019 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 2021…
General Mobile Marketing Statistics
1. Global mobile penetration has increased from 6.5% in 2010 to 103.4% in 2017.
2. According to Statistia, there were over 5 billion unique mobile subscribers in the world as of 2017…
Global unique mobile subscribers by region
3. This figure is expected to rise to 5.7 billion by the end of this decade.
4. China has the highest active mobile phone users at 27% (851M) in the world, followed by:
- 11% (346M) in India
- 15% (472M) in Asia Pacific
- 13% (403M) in Middle East and Africa
- 7% (220M) in Eastern Europe
- 10% (313M) in Western Europe
- 9% (288M) in Latin America
- 9% (288M) in North America
5. Percentage of single screen users per country – PC, smartphone or tablet:
6. Percentage of people using all three screens – PC, smartphone, and tablet:
7. In 2017, the mobile industry contributed up to $3.6tn to the GDP.
8. It is projected that by 2022, this figure will reach $4.6tn.
9. In 2017 that about 29 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.
11. In 2017 about 79% of mobile travelers have done their travel reservation after doing some research on their mobile device.
12. 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.
13. 58% 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.
14. About 89% of people who recommend a brand do so after having positive mobile experience with it.
15. Research published by Google suggests that up to 61% of people are unlikely to come back to a mobile site they had difficulties using.
16. 58% of mobile users expect mobile sites to load as quickly as or faster than desktop sites.
17. 86% of marketers believe an improvement in the speed of mobile site can enhance customer satisfaction.
18. Every 1 second mobile page load delay may result in conversions drop by up to 20%.
19. 91% of mobile device users plan to buy or have bought commodities after seeing a relevant ad (as described by them).
20. There is a 62% less chance of people buying a product from a brand after having a negative experience on their mobile sites.
21. 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.
22. Overall 78% of mobile brand experiences are described as positive.
23. On the average, 200% more brand experiences happen via mobile than every other means combined and that includes computers, stores, TV etc.
24. There is a 2.3 times more likelihood that a person that is actively searching for an item via mobile would make an in-store purchase.
25. Over half (54%) of all mobile brand experiences are image- or video-based.
26. Number of mobile-only internet users exceeds desktop in the U.S. 55% of Americans (17% of US adult cell phone owners) accessed the internet mostly via their phones in 2012. This figure has increased to 83% in 2020 and it’s predicted to grow to 86.7% in 2023.
27. Most popular mobile internet activities according to internet users worldwide as of 1st half 2017 are email, social media, online video, news and downloading software/applications.
List of most popular mobile internet activities (1st half 2017)
28. We are now as likely to watch online videos or look at photos on our phones as on our desktop computers. Today, mobile digital media time in the US is the highest among all types of devices (including Desktops and Laptops):
29. On average, mobile users check their mobile phones 150 times a day.
30. Today adults spend more media time on mobile than on newspapers and magazines combined.
31. 54% of emails are opened on a mobile device.
32. 70% of mobile users delete emails that are not displayed correctly on their devices.
33. Pinterest is the most visited social network on mobile. 64% of its referred traffic comes from tablets or smartphones.
34. Twitter is at 62%.
35. and Facebook at 41%.
36. 7 out of 10 minutes spent on YouTube videos come from mobile devices.
37. In the US at least 10% of all payments at Starbucks comes exclusively from mobile devices.
Global Smartphone Statistics
38. More than 87% of internet users are now smartphone users.
39. Global smartphone shipments has increased from 40 million (per quarter) in 2009 to 350 million (per quarter) in 2019.
40. Smartphone penetration of mobile phone market has increased from 2% in December 2005 to 81% in December 2016.
41. Android is the most popular smartphone platform, with an 87.7% share (2017Q2):
Smartphone OS Global Market Share
42. In 2015, Samsung had the highest global smartphone market share at 20%, followed by Apple at 15%, other brands at 65%, and Nokia and BlackBerry at almost 0%.
43. Percentage of smartphone users per country:
44. Percentage of users browsing the internet at least as often via smartphone as computer:
45. 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.
46. 68% smartphone users use “get directions” or “call” button.
47. 73% of smartphone users think get directions is important.
48. 70% of smartphone users think that call button is important.
49. Average time spent browsing on a smartphone per month (as of August 2016):
50. Average adult (18+) in the US spends two hours, 51 minutes on smartphone every single day.
51. Generally, smartphone visits to US websites drastically raised since January 2015, while tablet and desktop visits declined:
Source: CMO by Adobe
52. Millennials all over the World spent on average 223 minutes (almost 4 hours) every day on their smartphones compared to 107 minutes in 2012:
53. Approximately 43% more research is done on smartphones than computers by millennials who intend to buy an item.
54. In 2016, mobile retailers saw 50% of their sales from mobile, and today, 42% of retailers make their online sales through smartphones.
55. Today about half of all business-to-business queries come from smartphones.
56. More than 40% of all transactions are carried out on smartphones.
57. 83% of mobile business travelers have booked travel after doing research on their smartphone in 2017.
RELATED: Video Marketing Statistics
Mobile Search Statistics
58. Almost half of all consumers (48%) begin their research with search engines on mobile devices.
59. There is a 31.35% CTR on the first position on Google search results.
60. The mobile searches for product reviews have grown over 35% in the last 3 years.
61. 35% of those who conducted a search on their smartphones, in the end, spent more in the store than they initially planned.
62. 42% of all mobile brand experiences involve search.
63. 65% of users look for the relevancy of information when searching on their smartphones and ignore the company providing the information.
64. 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone.
65. 26% of consumers start mobile research with a branded app.
66. 75% of Gmail users access their accounts on mobile devices.
67. 8 in 10 marketers worldwide use location targeting for mobile advertising.
68. 50% of smartphone users visit a store within a day of their local search compared to 34% on computer/tablet.
69. They search for: product availability, address, working hours, and directions.
70. 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.
71. Location part of ads has been used by more than 60% of consumers. They pointed out the importance of this features in ads, particularly directions and the call button on smartphone.
72. 18% of local phone searches triggered a sale within a day vs. 7% of non-local searches.
73. 70% of Computer/Tablet and 61% of Smartphone users want ads customized to their immediate surroundings.
74. 20% of all telecom;
75. 30% of all restaurant;
76. and 25% of all movie searches are mobile.
77. Mobile devices serve as the source of over 50% of all searches related to maintenance, services, and parts.
78. 80% of mobile search resulted in actual store visits within just 5 hours.
79. 85% of them lead to a call to the store within the same 5 hours.
80. 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.
81. 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.
82. 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 which haven’t invested heavily in optimizing their mobile customer experience.
83. 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
84. App usage dominates browsers in mobile usage and accounts for 90% of mobile phone time:
85. The total number of mobile apps on the planet has increased from 470,000 in 2011 to 8.9 million in 2020.
86. In 2012, there were 216 million mobile app users in U.S., which has increased to 3.5 billion in 2020.
87. The number of mobile web users has increased from 1.2 billion in 2012 to 6.95 billion in 2020.
88. In US, mobile apps constitute 57% of all digital media usage.
89. 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.
90. Conversion rates on retail apps are twice as high as on desktop, and average order value is US$116, compared with desktop’s US$100 .
91. 18-24 years olds spend 2/3rd of their digital media time on smartphone apps (compared to just 7% on mobile web).
92. In US mobile apps constitute 57% of all digital media usage.
93. Smartphone apps alone on average get 50% of all digital media time.
94. Apps convert three times more product viewers than mobile web.
95. Mobile apps have been downloaded 10.9 billion times in 2010 and 204 billion times in 2019.
Here is how mobile app downloads have been growing globally over time:
96. Mobile app usage is globally dominated by Facebook and Google.
97. Accordingly, Apple App Store and Google Play account for over 90 percent of worldwide app revenues.
98. There are over 70 mobile app marketplaces and the most popular app store is Google Play with 2.87 million apps.
99. There are new audiences preferring mobile internet access only, the largest single group being women 18–24 years old.
100. 81% of users prefer mobile sites to apps for price research;
101. 79% for product reviews;
102. 63% for purchasing.
Mobile Commerce and Mobile Shopping Statistics
103. 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.
104. In 2020, 1.81% of e-commerce website visits via mobile devices were converted into purchases and tablet conversion rates were at 3.41%.
105. 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.
106. No doubts it was a great day for mobile. However, desktop sales with 64% of revenue still constituted the majority online sales in the US.
107. Around 70% of 2016 Thanksgiving Day traffic came from mobile, with tablets contributing another 8%.
108. 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.
109. While in-store shopping for merchandise back-to-school shoppers use their mobile devices. Of the 81% who do so,
110. 58% compare prices;
111. 39% download digital coupons;
112. 38% check availability/inventory;
113. and 30% take photos of things that might be purchased.
114. 39% of store walkouts were influenced by smartphones. In all those cases consumers left stores without buying.
115. 67% of US consumers choose the shopping store based on digital discounts received on mobile.
116. Email inspired more than half (56%) of mobile purchases.
117. 16% of smartphone/tablet users made a purchase decision as a result of marketing offer.
118. 51% of shoppers make a purchase based on a mobile notification in the store.
119. However, while at the store, 69% of brand’s loyal customers (compared to 58% of all consumers) will actually change their purchase decision in favor of the brand after receiving mobile notification to their smartphones/tablets.
120. 55% of shoppers search for discounts on their smartphone or mobile device in the store.
121. 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.
122. 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
123. Mobile advertising revenues are growing quickly and mobile advertising is expected to grow into a billion-dollar business in the next few years.
124. 63% of digital travel ad spend goes to mobile.
125. 70% of people do not like mobile ads.
126. This was the main reason behind mobile ad blocking gaining popularity and increasing 90% YoY.
127. The average click through rate (CTR) of the 1st position ad on mobile Google search is 27.7%.
128. This figure is 9.2% for the second position.
129. 95% of all paid Google search ad clicks come from mobile.
130. In 2018, mobile Ads alone will take up 22.3% of the global Ad budget.
131. By 2019, mobile advertising will represent 72% of all US digital ad spending.
132. Around 53% of Facebook’s Ad revenue comes from mobile devices.
133. In-app ads (average CTR 0.56%) globally perform better compared to web ads on mobile (average CTR 0.23%).
134. 53% of paid search clicks come from mobile.
135. 75% of Google ad revenue from mobile search came from Apple devices.
Tablet Usage Statistics
136. Percentage of tablet users per country:
137. Tablet users are more likely to buy after seeing online ads than smartphone users.
138. They are also more likely to ask for coupons from a merchant.
139. By 2020 tablets with small screens (7 to 9 inches) are forecast to account for 40 percent of all tablet shipments worldwide, while almost 60 percent of all tablets shipped are projected to be tablets with medium screens (9 to 13 inches).
140. About 40 percent of consumers in the U.S. checks social media on their tablets on a weekly or daily basis.
141. 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.
142. 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.
143. Half of the 35-44s say that they own tablets, putting them significantly ahead of the youngest group (on 36%).
144. 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.
140. 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.
- Consumer Barometer with Google
- Think With Google
- Adobe Mobile Experience Survey & eMarketer 2011