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 2018 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 the mobile marketing in 2018:
Mobile Marketing Statistics 2018 Outline:
1. General Mobile Marketing Statistics
2. Mobile Search
3. Mobile Web and Mobile Apps Statistics
4. Mobile Commerce and Mobile Shopping Statistics
5. Mobile Advertising Statistics
6. Mobile Marketing Statistics: Tablets
General Mobile Marketing Statistics
1. More than 87% of internet users are now smartphone users.
2. Percentage of smartphone users per country:
- US 78%
- UK 77%
- Australia 87%
- Canada 76%
- Germany 75%
- Netherlands 87%
- France 71%
- Japan 64%
3. Percentage of tablet users per country:
- US 46%
- UK 53%
- Australia 56%
- Canada 47%
- Germany 38%
- Netherlands 61%
- France 41%
- Japan 30%
4. Percentage of single screen users – PC, smartphone or tablet:
- US (compared to 34% in 2012) 18%
- UK (compared to 32% in 2012) 14%
- Australia 12%
- Canada (compared to 48% in 2012) 15%
- Germany (compared to 51% in 2012) 18%
- Netherlands 11%
- France 17%
- Japan 26%
5. Percentage of people using all three screens – PC, smartphone, and tablet:
- US 38%
- UK 41%
- Australia 49%
- Canada 36%
- Germany 32%
- Netherlands 51%
- France 33%
- Japan 25%
6. Percentage of users browsing the internet at least as often via smartphone as computer:
- US (compared to 33% in 2012) 69%
- UK 66%
- Australia (compared to 27% in 2012) 72%
- Canada 60%
- Germany 65%
- Netherlands 70%
- France 61%
- Japan 71%
7. Average time spent browsing on a smartphone per month (as of August 2016):
hours in the US
hours in the UK
hours in Italy
hours in Spain
8. Average adult (18+) in the US spends two hours, 51 minutes on smartphone every single day.
9. 7 out of 10 minutes spent on YouTube videos come from mobile devices.
10. Generally, smartphone visits to US websites drastically raised since January 2015, while tablet and desktop visits declined:
Source: CMO by Adobe
11. Approximately 43% more research is done on smartphones than computers by millennials who intend to buy an item.
12. Today about half of all business-to-business queries come from smartphones.
13. More than 40% of all transactions are carried out on smartphones.
14. In 2017 about 79% of mobile travelers have done their travel reservation after doing some research on their mobile device.
15. 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.
16. 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.
17. 83% of mobile business travelers have booked travel after doing research on their smartphone in 2017.
18. About 89% of people who recommend a brand do so after having positive mobile experience with it.
19. Research published by Google suggests that up to 61% of people are unlikely to come back to a mobile site they had difficulties using.
20. 58% of mobile users expect mobile sites to load as quickly as or faster than desktop sites.
21. 86% of marketers believe an improvement in the speed of mobile site can enhance customer satisfaction.
22. Every 1 second mobile page load delay may result in conversions drop by up to 20%.
23. 91% of mobile device users plan to buy or have bought commodities after seeing a relevant ad (as described by them).
24. There is a 62% less chance of people buying a product from a brand after having a negative experience on their mobile sites.
25. 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.
26. Nearly 9 out of 10 times, people who end up buying from a particular brand state that they had good mobile experience with the brand’s website.
27. Overall 78% of mobile brand experiences are described as positive.
28. On the average, 200% more brand experiences happen via mobile than every other means combined and that includes computers, stores, TV etc.
29. 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.
30. Over half (54%) of all mobile brand experiences are image- or video-based.
31. 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.
32. 68% smartphone users use “get directions” or “call” button.
33. 73% of smartphone users thing get directions is important.
34. 70% of smartphone users think that call button is important.
35. 43% of millennials research potential purchases on their smartphone at least as much as on their computer.
36. 54% of emails are opened on a mobile device.
37. Pinterest is the most visited social network on mobile. 64% of its referred traffic comes from tablets or smartphones.
38. Twitter is at 62%.
39. and Facebook at 41%.
40. According to GSMA study, there were over 5 billion unique mobile subscribers in the world as of 2017.
41. This figure is expected to rise to 5.7 billion by the end of this decade.
42. In 2017, the mobile industry contributed up to $3.6tn to the GDP.
43. it is projected that by 2022, this figure will reach $4.6tn.
44. In 2017 that about 29 million jobs were directly or indirectly supported by the mobile ecosystem
45. The proportion of 4G connections is expected to increase from 23% to 41% that by the end of the decade.
46. Android is the most popular smartphone platform, with an 87.7% share (2017Q2):
Smartphone OS Global Market Share
47. Millennials all over the World spent on average 223 minutes every day on their smartphones compared to 107 minutes in 2012:
48. Number of mobile-only internet users exceeds desktop in the U.S.
49. 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)
50. We are now as likely to watch online videos or look at photos on our phones as on our desktop computers.
51. Today adults spend more media time on mobile than on newspapers and magazines combined.
51-2. 70% of mobile users delete simply delete emails that are not displayed correctly on their devices.
51-3. In the US at least 10% of all payments at Starbucks comes exclusively from mobile devices.
Mobile Marketing Statistics: Mobile Search
52. Almost half of all consumers (48%) begin their research with search engines on mobile devices.
53. There is a 31.35% CTR on the first position on Google search results.
54. The mobile searches for product reviews have grown over 35% in the last 3 years.
55. 35% of those who conducted a search on their smartphones, in the end, spent more in the store than they initially planned.
56. 42% of all mobile brand experiences involve search.
57. 65% of users look for the relevancy of information when searching on their smartphones and ignore the company providing the information.
58. 51% of smartphone users have discovered a new company or product when conducting a search on their smartphone.
59. 26% of consumers start mobile research with a branded app.
60. 75% of Gmail users access their accounts on mobile devices.
61. 8 in 10 marketers worldwide use location targeting for mobile advertising.
62. 50% of smartphone users visit a store within a day of their local search compared to 34% on computer/tablet.
63. They search for: product availability, address, working hours, and directions.
64. 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.
65. 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.
66. 18% of local phone searches triggered a sale within a day vs. 7% of non-local searches.
67. 70% of Computer/Tablet and 61% of Smartphone users want ads customized to their immediate surroundings.
68. 20% of all telecom;
69. 30% of all restaurant;
70. and 25% of all movie searches are mobile.
71. Mobile devices serve as the source of over 50% of all searches related to maintenance, services, and parts.
72. 80% of mobile search resulted in actual store visits within just 5 hours.
73. 85% of them lead to a call to the store within the same 5 hours.
74. 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.
75. 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.
76. The top 20% of performers in each business sector outperformed their peers when it came to smartphone visits.
Mobile Marketing Statistics: Mobile Web and Mobile Apps
77. App usage dominates browsers in mobile usage and accounts for 90% of mobile phone time:
78. 18-24 years olds spend 2/3rd of their digital media time on smartphone apps (compared to just 7% on mobile web).
79. In US mobile apps constitute 57% of all digital media usage.
80. Smartphone apps alone on average get 50% of all digital media time.
81. Mobile app usage is globally dominated by Facebook and Google.
82. Accordingly, Apple App Store and Google Play account for over 90 percent of worldwide app revenues.
83. There are new audiences preferring mobile internet access only, the largest single group being women 18–24 years old.
84. 81% of users prefer mobile sites to apps for price research;
85. 79% for product reviews;
86. 63% for purchasing.
Mobile Marketing Statistics: Mobile Commerce and Mobile Shopping
87. 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.
88. 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.
89. Around 70% of 2016 Thanksgiving Day traffic came from mobile, with tablets contributing another 8%.
90. 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.
91. While in-store shopping for merchandise back-to-school shoppers use their mobile devices. Of the 81% who do so,
92. 58% compare prices;
93. 39% download digital coupons;
94. 38% check availability/inventory;
95. and 30% take photos of things that might be purchased.
96. 39% of store walkouts were influenced by smartphones. In all those cases consumers left stores without buying.
97. 67% of US consumers choose the shopping store based on digital discounts received on mobile.
98. Email inspired more than half (56%) of mobile purchases.
99. 16% of smartphone/tablet users made a purchase decision as a result of marketing offer.
100. 51% of shoppers make a purchase based on a mobile notification in the store.
101. 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.
102. 55% of shoppers search for discounts on their smartphone or mobile device in the store.
103. 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.
104. 1/3 of travelers said that they do not find researching and booking comfortable on their smartphones. This opinion remained unchanged from 2015.
Mobile Marketing Statistics: Mobile Advertising
105. Mobile advertising revenues are growing quickly and mobile advertising is expected to grow into a billion-dollar business in the next few years.
106. 63% of digital travel ad spend goes to mobile.
107. 70% of people do not like mobile ads.
108. This was the main reason behind mobile ad blocking gaining popularity and increasing 90% YoY.
109. The average click through rate (CTR) of the 1st position ad on mobile Google search is 27.7%.
110. This figure is 9.2% for the second position.
111. 95% of all paid Google search ad clicks come from mobile.
112. In 2018, mobile Ads alone will take up 22.3% of the global Ad budget.
113. By 2019, mobile advertising will represent 72% of all US digital ad spending.
114. Around 53% of Facebook’s Ad revenue comes from mobile devices.
115. In-app ads (average CTR 0.56%) globally perform better compared to web ads on mobile (average CTR 0.23%).
116. Best performing mobile ad categories by CTR are:
- Travel 2.61%
- Entertainment 1.97%
- Automotive 1.07%
- Games 0.88%
- Beauty & Health 0.81%
- Mobile Phone (Services) 0.70%
- Food 0.49%
- Apparel & Accessories 0.22%
- Sports 0.21%
- Personal Finance 0.19%
117. 53% of paid search clicks come from mobile.
118. 75% of Google ad revenue from mobile search came from Apple devices.
Mobile Marketing Statistics: Tablet Usage
119. Tablet users are more likely to buy after seeing online ads than smartphone users.
120. They are also more likely to ask for coupons from a merchant.
121. 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).
122. About 40 percent of consumers in the U.S. checks social media on their tablets on a weekly or daily basis.
124. 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.
125. Half of 35-44s say that they own tablet, putting them significantly ahead of the youngest group (on 36%).
126. 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.
127. Tablets are likely to decline in coming years. In US tablet, sales have dropped 30% since their peak in 2013 and declined a full 15% between 2015 and 2016.
Mobile Marketing Statistics 2018 - Sources
Adobe Mobile Experience Survey & eMarketer 2011