Mobile Marketing Statistics compilation

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
10 min read

Statistics on consumer mobile usage and adoption to see your mobile online marketing strategy mobile site design and app development

Mobile to overtake fixed Access to the internet by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in-may. Eric Schmidt of Google exhorted businesses to have a ‘Mobile First’ method of designing web experiences.

Today, based on the latest Digital Future in Focus report from comScore, we’re long past this tipping point in a few countries with India, Mexico and Indonesia having a lot more than around 4 times higher smartphone vs desktop audience.

The mobile statistics that the team at Smart Insights curate in the standard updates to the article are grouped under these headings for key questions marketers have to answer about mobile to greatly help them compete:

  • Q1. Time spent using mobile media
  • Q2. Percentage of consumers using mobile devices
  • Q3. Just how many website visits are on mobile vs desktop devices?
  • Q4. Mobile conversions vs desktop and visit share for Ecommerce sites?
  • Q5. Mobile app vs mobile site usage?
  • Q6. How important are mobile ads
  • Q7. What percentage of Google Searches are on mobile?

Countries covered in this compilation?

The USA and UK will be the main countries covered that there are several reports. In the Ofcom international benchmark we also cover the primary European markets, i.e. France, Germany, Italy, Spain and Sweden. Australia and Japan may also be covered.

A great source for understanding mobile usage may be the Digital Future in Focus report comScore Digital Future in Focus report covering 9 global markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia). It clearly shows how mobile dominates in minutes spent across countries.

So that is the intro showing the significance of mobile, let’s dig in to the details to prove it.

Q1. Just how much time do consumers spend using mobile media?

Mobile media use varies during the day. This is vital that you understand for dayparting, i.e. buying AdWords and display media. This daypart media use from comScore Global Digital Future in Focus shows how desktop continues to be very important to daytime at the job audiences, but Tablet and smartphone dominate at night.

The implications are obvious – if you are unable to achieve your audience through mobile search or display, or you are not providing a reasonable mobile experience you’ll miss out in comparison to competitors that are. Mobile only

Mobile-only social Networks like Snapchat may also be growing rapidly in popularity, which is driving increases with time spent on cellular devices. To learn more, see our article on Snapchat Marketing Statistics.

Q2. Percentage of consumers using cellular devices?

This end 2017 Ofcom international benchmark shows the global popularity of using different digital devices in representative countries.

This interesting visual from comScore also section of their digital future in focus shows the picture that marketers have to build-up. This panel data demonstrates nearly all individuals are multiplatform and can often be multi-screening, accessing sites on mobile or desktop, so consistent experiences across device have to be deployed.

We recommend you realize this multichannel switching behaviour on your own brand. As Rob Thurner explained in his post on KPIs to review m-commerce effectiveness, it is important to keep an eye on the split between users of mobile and desktop devices visiting your website(s). Using  segments in Google Analytics is the greatest solution to do that.

Q3. Just how many website visits are on mobile vs desktop devices?

However, we have to be cautious with interpreting data on hours spent, since we spend the majority of our time on smartphones checking email and using social media. It has led to the normal mantra of ‘Mobile-First’ design that i think is dangerous, or at the very least oversimplistic! Eric Schmidt, then Chairman of Google discussed a Mobile-First approach. The truth is that while smartphone use is overwhelmingly popular for a few activities such as for example social media, messaging and catching up with news and gossip, nearly all consumers in western markets likewise have desktop (and tablet) devices that they have a tendency to use for more descriptive review and purchasing. So we have to think about ways of engage what comScore call the Multichannel Majority not only ‘mobile first’ or ‘smartphone adoption’.  This explains why mobile conversion rates are lower in retail and just why the breakdown between traffic for retail sites is broadly equal between smartphone and desktop. Audience measurement platform comScore has talked for quite a while about ways of engage and gauge the multiplatform majority across devices and I believe there will, or ought to be more concentrate on that in the years ahead.

This UK data also shows the significance of the multichannel majority in sectors like Retail also to a smaller extent banking, but that for a few niches like weather ‘mobile first’ is more accurate.

Their latest data for the united states is striking in shows the way the multi-device majority dominate, particularly amongst millenials.

Although mobile keeps growing in importance, this older data from Adobe’s latest Digital Index (not updated yet) implies that in every industries nearly all visits remain on desktop.

Percentage of desktop vs mobile visits 2016 data

So with so many site visits still on desktop, it is important when designing utilizing a responsive web design that the desktop experience isn’t degraded which has resulted in many larger businesses utilizing an adaptive web design where layout and content are tailored for desktop, tablet and smartphone screen dimensions.

Q4. Mobile device conversions and visit share for Ecommerce sites?

We have another compilation of Ecommerce conversion stats if you are developing a business case for mobile optimised sites as explained inside our mobile online marketing strategy guide, this data can be valuable because it shows the variation in conversion rate by mobile type. This is actually the latest data from Monetate because of their retail clients showing conversions. It shows this guideline:

Smartphone conversion is just about one-half of desktop conversions.

Their latest quarterly update from 2017 shows conversion rates to add-to-basket or cart and below sale over the last 4 quarters, around the Q3 2016:

The data clearly demonstrates Smartphone conversions are lower than for desktop – important if you are making the business enterprise case for a mobile responsive site.

This report from the Adobe Digital Index retail report includes a simple table comparing cart and visit (overall) conversion on smartphone vs tablet vs desktop. It implies that visit conversion ‘s almost three times higher on desktop vs smartphone.

Here will be the tablulated figures:

  • Location: US Retail
  • Date: Published Autumn 2017 (2016 data)
  • Sample: Top 250 US retailers (so representative of common consumer behaviour)
  • Source: Adobe Retail Industry report

Q5. Mobile media time – app vs mobile site usage? App usage (90% of time) dominates browsers in mobile usage

Consumer preference for mobile apps vs mobile sites also needs to be thought through within mobile strategy.

We have observed in the beginning of the article that mobile dominates, digital minutes, but where are these mobile minutes happening. In every these countries the percentage of mobile minutes allocated to apps is 80-90%:

More than 80% of mobile minutes in every markets are spent in apps.

The latest comScore global mobile report 2018 shows how important apps are across different countries.

Flurry is a good source for information on app usage. Its 2018  State of app usage report demonstrates mobile app usage keeps growing 6% Year-on-year and shows the growth of apps in a few categories like ecommerce that is useful insight for retailers.

Today, the most recent data from Yahoo’s Flurry analytics implies that in the US 90 percent of consumer’s mobile time is spent in apps. Because they put it: It’s an App World. THE NET Just Lives in It. It is a key insight as companies decide whether to build up mobile apps or create mobile device specific apps.

This 80%+ figure is really a key insight as companies decide whether to build up mobile apps or restrict themselves to mobile optimised sites.  You do need to be careful about interpreting this since, because the chart below shows, Facebook, messaging, games and utility apps will naturally have the best time spent and browser use continues to be significant by volume or even proportion. But it has implications to promote on mobile to attain consumers using apps like Facebook and Gmail.

Q6. Mobile Ad Spend still lags behind Mobile Media Consumption

So, how have advertisers taken care of immediately the change in mobile media time? Another chart from the last full year report from comScore reported on MarketingLand demonstrates regardless of the growth in media time above, some advertisers are missing out because the right-most bar implies that there exists a huge missing opportunity on mobile advertising

This research sourced from the 2015 study by eMarketer into mobile ad budgets shows another view. In 2015 mobile ad spending makes up about 49% of digital ad spending, that is only slightly behind the trends of how folks are utilizing their devices. These stats also show projections for future growth, that is important since it shows where in fact the market is certainly going. It really is clear that mobile may be the future, and within three years it will arrived at dominate digital ad spending.

  2015 2016 2017 2018 2019
Mobile Ad spending- Billions $ 28.7 40.5 49.8 57.7 65.8
Percentage change 50% 41% 23% 16% 14%
Percentage of digital ad spending 49% 60.4% 66.6% 69.7% 72.2%

Q7. How consumers research products using mobile search and review sites

The Hitwise Mobile Search: Topics and Themes reports shows just how much mobile search depends upon product sector and the group of device:

In many categories, including retail and Automotive, it really is now above 50%, however, many higher  involvement purchase decisions such as for example banking and property are lower.

Google’s mobile way to purchase report surveyed 950 US consumers across 9 different verticals (Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition) to assess how they researched purchases via mobile. An integral finding may be the starting place for mobile research. As may be expected search was the most frequent starting place, but it’s less than desktop showing the significance of branded apps and mobile sites.

Mobile commerce statistics 2014 research

The 5 best sources for reviewing mobile marketing statistics in 2018?

This update to the post features a few of the latest updates on mobile statistics and we’ll continue steadily to update them through the entire year. But newer data could be sourced. To summarize we highlight among the best sources to help make the business case for investment in mobile marketing in your presentations and business cases to colleagues or clients.

  • 1. Google Consumer Barometer. A normal survey for different countries starting in 2011, this enabled one to ready your own reports. Google’s Consumer barometer  allows you to create similar reports.
  • 2. ITU. The International Telecoms Union data reports mobile usage including mobile broadband subscriptions showing growth used of mobile. This reported at country, continent and overall levels, so is the better overall source for mobile penetration worldwide. A lot of the info is free – see their free mobile statistics section.
  • 3. Flurry Mobile Analytics. It is a great source for showing the entire degree of app usage over the four major mobile app platforms by country and drilling into the popularity of individual apps for different sectors like retail, banking and travel. For instance, the latest mobile app growth figures from Flurry show growth of category use by a lot more than 50% in lots of categories.
  • 4. Comscore Digital Future Series. Comscore is among the key worldwide sources ideal for marketers to greatly help us learn about the changes used of mobile media by consumers. You will notice we’ve referenced this a whole lot. This graph shows the pattern across Europe – follow the hyperlink above for all of us along with other country breakdowns.
  • 5. Ofcom Internet usage report. Ofcom’s latest International Communications Market Report was published last December, this examines take-up, availability, price and usage of broadband, landlines, mobiles, TV, radio and post across 17 major countries.

We hope this compilation of statistics about mobile usage and effectiveness is still useful – please share if it’s and we’ll continue steadily to update it in 2017.

If you will want single way to obtain the most recent stats over the whole of digital marketing, for Expert members, we compile a regularly updated group of usage statistics to utilize in presentations – it’s updated each quarter so all of the latest stats are categorised within a place for including in presentations. Our Expert member resources likewise incorporate templates and guides to greatly help create digital strategy and plans.

International mobile used in Europe

This Nielsen Online media usage research report covers audience use (and for the united kingdom)

France mobile vs desktop usage

Germany mobile vs desktop usage


David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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