You’ll probably have had enough of the constant stream articles entitled “Is this year for mobile marketing?” if you were involved with digital marketing around 10-15 years ago.
We all knew that mobile would be a major channel. Now, we just needed the “killer app” to make it happen.
As you can see, however, the interest in mobile marketing has declined significantly since those ebullient days.
Why is mobile so irrelevant and uninteresting for marketers? It’s actually quite the opposite. Mobile is so essential that it’s impossible to see it as a separate channel.
Mobile devices account for more than half of all web traffic and nearly two-fifths (or more) of email openings. This means that your search and email marketing strategies should be mobile-friendly.
It pays to stay on top of the latest mobile trends. This is why I have compiled this list of 13 important mobile marketing statistics.
13 Key Mobile Marketing Statistics
1. We spend over 3 hours a day on our phones
2. We Check Our Phones 30 Times During Working Hours
3. The younger generation of Zers uses their phones “just to pass the time”
4. In 2022, Mobile Ad Spend will surpass Desktop
5. One in Five Consumers Enjoy Seeing Mobile Ads
6. Gamers are most likely to see mobile ads in gaming apps.
7. The vast majority of Facebook’s Ad Revenues come from mobile devices
8. Two-Thirds E-Commerce Traffic is attributable to Mobile Accounts
9. Mobile Lags Desktop On Conversion Rates
10. By 2025, mobile commerce will account for one in ten retail sales
11. Nearly half of consumers shop more on mobile than in-store.
12. When shopping in-store, consumers prefer to use mobile devices over talking to employees
13. Three-Fifths (53%) of shoppers prefer brands that allow them to shop on mobile devices.
1. We spend over 3 hours a day on our phones (Rescue Time).
Nokia 1011 was the first mass-produced phone in the world, and it was released in November 1992, just five months after Denmark had won the European Football Championship.
Mustaraamattu, CC BY-SA 3.0, via Wikimedia Commons
The functionality of the device was very basic according to modern standards. You could use it for SMS messages and calls. It was not useful unless you were going to send a message or make a call.
Since then, things have changed slightly. Rescue Time research shows that the average smartphone owner spends 3 hours and 15 minutes per day on their phone.
This is more than 71,000 hours per year.
There’s more: While 3 hours and 15 mins is the average, if we focus on the top 20% of smartphone users, it’s clear that they are racking up more hours than 4.5 hours per day.
This is to put it in perspective: the average American sleeps for 15.2 hours per day.
These “super users” spend almost a third of their day glued to their smartphones. Mobile is a very attractive channel for marketers.
2. We Check Our Phones 30 Times During Working Hours (Rescue Time)
Although it seems that we are addicted to our smartphones, how often do we actually pick them up? Are we addicted to our phones? Or do we prefer to use them less often and have a three-hour screen addiction every day?
Rescue Time says it’s more often the former.
People check their phones an average of 58 times per day. More than half of these instances occur during work hours.
Each session lasts approximately 1 minute and 15 second. This is enough time to check a few TikToks or send a couple of WhatsApp messages.
This means that we lose approximately 37 minutes each day to our smartphones.
3. Pew Research Center: Younger Generation Zers Use Their Smartphones “Just to Pass The Time”
Talk about more screen time is often linked to mental health.
There is a lot of evidence that suggests that the more time we spend on our phones, the more likely it is for us to have negative mental health outcomes such as psychological problems, low emotional balance, depression, anxiety, and other issues.
This is despite or perhaps because a large proportion of Gen Zs younger than 25 describe their smartphones as “a way of passing the time”.
A Pew Research Center survey of phone users 13-17 years old found that nine out ten said they used their phones in this manner at least occasionally.
Cellphones aren’t just for those who use them as a distraction or hobby.
According to the same survey, 84 percent of teens use their smartphones at least occasionally to communicate with others and 83 percent to learn new information.
4. Mobile Ad Spend will surpass desktop in 2022 (Statista).
As I have already mentioned, more than half of all internet traffic comes from mobile phones. It’s not surprising that mobile is the focus of increasing ad spending.
Mobile has taken up increasing amounts of advertising dollars that were previously directed at desktop users for years.
Statista says that mobile advertising will take over the top spot in 2022 with a 51% share.
Mobile will gain more ground as 5G is being rolled out at a rapid pace in the next few years.
5. One in Five Consumers Enjoy Seeing Mobile Ads (InMobi)
What does the increase in mobile advertising spend translate into for consumers? Surprised to find that only one fifth of people enjoy being served with mobile ads?
It is worth noting that the survey was conducted by InMobi, an advertising technology company for mobile devices. Therefore, you should take these findings with a grain of salt.
It’s still interesting to see that mobile ads are enjoyed by 29 percent of 18- to 34-year olds.
What ads are most popular with consumers? When asked about their preference, 18% favored banner ads while the same percentage preferred video ads.
However, the effectiveness of these ad types is not comparable. Only 36% of respondents said they see video ads and only 25% said they see banners.
Surprisingly, only 25% said they noticed interstitials. These annoying ads take up most of the screen. I wish they could be stopped.
A survey was also conducted to find out what actions people take when they see a mobile advertisement for a product they are interested in. An impressive one-third of respondents chose to visit the retailer’s website.
6. InMobi: Mobile ads in gaming apps are most popular with consumers (InMobi).
InMobi also examines the digital “locations”, where consumers are most likely see mobile ads.
Gaming apps (25%) Social apps (23%) Streaming apps (15%) Mobile web pages (15%) News apps (14%)
According to 55 percent, consumers are aware of the need for ads in gaming apps.
7. The vast majority of Facebook’s Ad Revenues come from mobile (Facebook).
Without a quick look at where Facebook’s advertising revenue comes, I cannot talk about mobile ad spend growth.
According to the social media giant, mobile accounts accounted for 94% of all Facebook advertising revenues in the third quarter 2019, up from 92 per cent a year ago.
There is a good chance that the ratio is higher than it is today. However, Facebook seems to have stopped disclosing what percentage of its ad revenue comes from mobile.
8. Mobile accounts for two-thirds of E-Commerce traffic (SaleCycle).
Mobile now draws the largest share of ad spending. It is also responsible for more than half of all web traffic. What percentage of mobile visitors are visiting e-commerce sites?
SaleCycle claims that this figure is impressively 65 percent.
Conversion rate optimization experts will be shocked to discover that only 53 percent of e-commerce sales are generated by this traffic. This is a significant drop-off that suggests consumers are still skeptical about buying on mobile.
Customers who make the purchase on mobile spend an average of $73 less than customers who shop on desktop.
9. Mobile Lags Desktop On Conversion Rates (Monetate)
The whole issue of mobile conversion rates is worth further investigation, which leads me to my next mobile marketing statistic.
Monetate reports that mobile shoppers are less likely to convert to desktop customers than desktop shoppers. However, the gap is smaller than you might think.
Monetate’s data show that mobile conversion rates average at 1.81 percent worldwide and 1.72 percent in America.
Desktop: It climbs to 1.98 percent worldwide and 1.96 percent in America, but only slightly.
But that is only part of the story. It is interesting to note that mobile users are more likely to add items into their carts than desktop.
Mobile add-to-cart rates average 8.96 percent, more than twice the rate for desktop (4.35%). The contrast is even more stark in the USA (7.88 percent mobile vs. 3.99 percent desktop).
What is the problem? Perhaps consumers prefer to do their transactions on mobile, and then finish them on desktop.
Perhaps they are more inclined to abandon their mobile shopping carts.
10. One in Ten Retail Sales Will Be Reported by Mobile Commerce By 2025 (Statista).
Mobile commerce converts at a lower rate than desktop and shoppers spend less per transaction. However, mobile commerce will account for over 10 percent of all retail sales in the US by 2025. This is almost seven percentage points more than 2018 levels.
E-commerce is predicted to account for nearly one quarter of all retail sales by 2025.
11. Nearly half of consumers shop more on mobile than in-store (Ibotta).
I don’t think anyone will be surprised when I say that e-commerce has grown in popularity in recent years.
Did you know that 47% of consumers shop online more than they do in brick-and mortar stores?
According to Ibotta, this proportion is even higher among younger generations, reaching as high as 61% in Gen Z.
Contrary to this, only 32 percent of Baby Boomers prefer mobile shopping over in-store shopping.
12. Mobile devices are preferred by consumers to talking to employees when shopping in-store (RetailMeNot).
Mobile shopping is not only increasing in popularity, but also consumers are using their smartphones more when they visit brick-and mortar stores.
RetailMeNot research shows that 69 percent of in-store customers would rather search for product reviews online than speak with an associate.
It’s not surprising, I suppose. Consumers love to read reviews. 89 percent of them do so before purchasing. If they need impartial advice, it stands to reason they would rather go to the internet than to someone on the store’s staff.
Surprisingly, 53% of shoppers prefer to search for discounts and promotions on products they are planning to buy than ask an associate in-store.
13. Three-Fifths (or more) of shoppers prefer brands that allow them to shop on mobile (Think with Google).
Evidently, many people use their smartphones to search, buy, and find reviews, even when they are in physical stores.
It’s not surprising that smartphone purchase options play a significant role in consumer purchasing decisions.
Think With Google found that 59 percent of consumers consider mobile shopping essential when choosing a retailer or brand to purchase from.
Consumers spend an incredible amount of time using their smartphones. They use their phones to shop, find deals and promotions, and to read product reviews.
We’ve found that they are more happy to convert via mobile than you might think.
Mobile marketing has never been more essential to e-commerce brands, regardless of whether it is considered a separate “thing” or a distinct digital channel.
It’s going to get more important.
Sleeknote’s first post, 13 Key Mobile Marketing Statistics to Know by 2022, appeared first on Sleeknote.
By: Emil Kristensen
Title: 13 Key Mobile Marketing Statistics You Need to Know in 2022
Sourced From: sleeknote.com/blog/13-key-mobile-marketing-statistics-you-need-to-know-in-2022
Published Date: Wed, 02 Feb 2022 10:23:13 +0000
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