Ideally, you should have some sort of mobile marketing strategy in place already to tap into this critical consumer segment. To help you with the most comprehensive set of insights you will need to shape your action plans, we have put together the most relevant mobile marketing statistics.
Mobile Marketing Statistics (Editor’s Choice)
- There are over 5.20 billion unique mobile internet users globally.
- Nearly 50% of buyers start product searches from their smartphones.
- More than 46% of emails are opened on smartphones.
- By 2022, 51% of ad spending will go to mobile.
- 84% of marketers are using location-based mobile marketing techniques.
- Consumers spend 85% of the time on smartphones in apps.
- In-app messages increase retention by 4x.
- 90% of SMS messages received are opened within 3 minutes.
Mobile Usage Statistics
1. There are over 5.20 billion unique mobile internet users globally.
According to recent data, unique mobile users are growing at a near 2% annual rate. Only between 2020 and 2021, the number of unique mobile users grew by over 90 million which is pretty astonishing.
2. A whopping 91% of Internet users are using their mobile devices to gain online access.
Although desktop computers aren’t completely out of use, mobile devices are unprecedented when it comes to usage. Over 90% of internet users globally are using mobile devices to go online at least some of the time. Mobile users statistics for 2025 predict that 3 out of 4 people will be accessing the Internet using only a mobile device.
3. As a result of the coronavirus pandemic, 70% of internet users globally were using their mobile phones more.
During the coronavirus outbreak, a whopping 70% of users reported using their mobile phones more. This number, however, varies by country. The most notable growth of mobile device usage was noted in China (86%) and Italy (72%).
4. Mobile data traffic around the world is projected to increase by 700% between 2016 and 2021.
This figure is even more impressive when we consider the volume of mobile data traffic in 2016 was nothing to sneeze at. According to Cisco’s mobile data usage statistics, this striking growth will be spread uniformly across the world. As expected, a little over half of this will be driven by video content.
5. 87% is the percentage of consumers using mobile devices in the US.
The widespread use of mobile devices is not limited to essential functions, of course. With feature-rich mobile devices available at affordable prices and users’ increasing comfort in spending online, more and more consumers are opting to buy a smartphone.
(Global Web Index)
6. In the US, 84.2% of US-based adults access the internet using their mobile phones.
Generally speaking, 84.2% of US-based adults access the internet using their mobile phones at least some of the time. Mobile internet usage statistics predict an increase to 86.7% by 2025. What’s interesting is that 52.3 million US internet users are going online using exclusively a mobile device.
7. 91% of people use mobile devices at home and 72% at work.
People are using mobile devices everywhere. A whopping 79% of smartphone owners are using their devices when with their family or friends, 73% while having dinner, 71% while waiting in lines, 63% while shopping, 78% while watching TV, 62% during a commute, and 74% during miscellaneous downtime.
8. 63% of mobile traffic comes from video.
Video is driving a huge portion of mobile traffic. As per mobile traffic stats, 63% of mobile traffic comes from video and this number is predicted to grow to 76% by 2025. From a marketing point of view, you need to work on capturing the attention of your consumers. Finding the top video marketing experts will help you create a coherent strategy to beat the competition.
9. Mobile is responsible for 40% of revenue in leading B2B organizations.
Data shows mobile trends aren’t limited to B2C commerce. B2B marketing leaders are using mobile to engage customers as often as in any other situation and are being rewarded with faster decision making and higher customer loyalty, as per mobile usage stats.
The Importance of Mobile Marketing
10. Nearly 50% of buyers start product searches from their smartphones.
Mobile is an increasingly dominant platform for information gathering and product discovery. Moreover, a consumer looking up one product of a certain type is likely to come back for related products as well.
11. The average smartphone user checks their smartphone 150 times a day.
Smartphone usage statistics reveal interesting data about users’ behavior which is familiar to many of us. This includes times when we are not actually using an app or function on the phone, but we keep checking for messages, emails or social media account updates.
(The Economic Times)
12. 91% of users make a purchase or plan to do so after seeing an ad on their smartphone.
Smartphone ads also have a higher conversion rate than online ads experienced on desktops, and much higher when compared to traditional advertising media. What is needed is an ad that gets its message and target audience right, as well as a smooth sale process.
(Think With Google)
13. 69% of smartphone users would buy from stores that have mobile sites that cover their questions or concerns.
Understandably, an equal number of consumers would trust a company with their money if their queries are satisfied. All of these smartphone users stats essentially reinforce the need for a business to have a relevant mobile presence.
14. 76% of people who search on their phones for something nearby visit a business within one day.
Customizing information according to the user’s location makes it much more relevant. A large portion of people who see something relevant nearby will visit the brand within one day. Nearly a third of those visits end up with a purchase.
(Think With Google)
15. Access problems are the main reason for 40% of users to visit a competitor’s website.
It’s not just speed, of course, that can make access difficult. Mobile search statistics show that common problems encountered by users can include frequent crashing or freezing of a webpage, formatting that makes text difficult to read, links leading to wrong pages, or simply a website experiencing downtime.
16. More than 46% of emails are opened on smartphones.
Email—the most basic of communication forms today—is already being accessed on mobile devices more often than on desktops. The exact figures vary, depending on the survey sample, but this much is clear – the mobile vs. desktop content has been leaning in favor of the former for some time now.
17. 83% of mobile users say that a seamless experience across all devices is very important.
As per mobile device usage statistics, mobile users do not exist in isolation and often access the same content through different channels. One way to ensure they remain engaged is to provide them equally good experiences no matter what device they reach you from.
18. 70% of mobile searches will take action within an hour.
Searching on mobile is not an idle pastime, but a reflection of immediate purchase intent. If you can impress the user with relevant, smartly packed information, you can be assured of a sale 7 out of 10 times — a number confirmed by recent mobile advertising statistics.
19. 89% of people are more likely to recommend a brand after a positive experience on mobile.
Providing a positive brand experience to consumers is extremely important. When there is so much information vying for a mobile user’s intention, your message needs to stand out. A positive experience doesn’t only ensure a strong relationship with one consumer, but it can also result in an exponential effect through recommendations to other consumers.
(Think With Google)
20. 60% of people would not purchase from a brand again if they had an interruptive mobile experience.
Mobile marketing statistics confirm that a negative experience can cause long-term harm to your brand and erode the customer base if not corrected urgently. Interestingly, this negative experience reflects badly not just on the online presence of the business, but on the entire brand.
(Think With Google)
21. 57% of users wouldn’t recommend a business with a poorly-designed mobile site.
Your mobile presence is very often the first port of call for a potential customer, and if this experience is not memorable, you don’t just lose that particular customer but many others who would have heard of you through them.
22. If the mobile page takes longer than 3 seconds to load, 53% of people will leave it.
Consumers find slow loading times stressful. Mobile marketing facts reveal 53% of them would abandon the site if it takes more than 3 seconds to load.
23. Nearly 67% of users are more likely to purchase something from a business that customizes mobile website and app content according to their location.
Taking advantage of the built-in GPS capabilities in most phones today is a very smart way to anticipate your customers’ needs. Presenting a customer with personalized options, again, requires little actual effort from your side, but can go a long way in impressing them.
(Think With Google)
24. 80% of consumers are more likely to purchase something from a brand that offers personalized experiences.
Personalization is not just a “feel good” factor. Mobile marketing stats prove that such efforts have objective, measurable benefits as people are more inclined to buy after being offered a personalized experience. As per mcommerce statistics, in nearly 60% of the cases, personalization ends up with a purchase.
25. Nearly 25.5% of US shoppers said they use adblocker.
Google’s introduction of a built-in ad blocker for Chrome raised concerns about a fall in online advertising. This feature made particular sense for touch screen mobile devices, where closing ads is more difficult than on a laptop.
(10 Ecommerce Trends)
26. 77% of American ad block users are willing to view some ad formats.
To some advertisers’ surprise, mobile advertising stats reveal users don’t have an issue with all ads, only the obnoxious and irrelevant ones.
27. 80% of B2B buyers are using mobile at work.
The increased use of mobile devices is reflected in the workplace as well. For B2B buyers, the digital experience plays a particularly important role in the early stages of formulating purchase intent.
28. 70% of B2B buyers increased mobile usage significantly over the past few years, and 60% expect this usage to continue to grow.
Driven by careful planning and investment on the part of sales and marketing teams, B2B ecommerce is moving online. Mobile advertising trends prove the time to purchase has fallen significantly, particularly in more complex transactions. The positive mobile user experience improves repurchase rates as well. Therefore a business must strive to engage potential customers on their smartphones, or they risk losing sales and market share.
29. 60% of B2B buyers say mobile has played a significant role in a recent purchase.
If the trend towards mobile transactions is encouraging for general consumers, it is even more eye-catching in the case of B2B commerce. In recent times, mobile content (either directly or indirectly) has influenced over 60% of B2B buyers to make a purchase.
Mobile Marketing Trends
30. 71% of marketers believe mobile marketing is the foundation of their business.
Marketers are waking up to the potential of mobile and planning their marketing accordingly. They are starting to realize marketing needs to be more customer-centric, customer-controlled, and up-to-date with the advancements in mobile marketing technology.
31. By 2022, 51% of ad spending will go to mobile.
With consumer habits changing fast, businesses are adapting their marketing strategies to keep up with the mobile marketing trends and stay relevant. Advertising experts are investing more of their budget in mobile marketing. In 2019, the total mobile advertising spending amounted to $189 billion. By 2022, mobile ad spending will outpace desktop; projections are that 51% of total ad spending will go to mobile, reaching $240 billion.
32. 84% of marketers are already using location-based mobile marketing techniques.
A large portion of marketers is engaging with their audience by leveraging location data. According to mobile advertising facts from Statista, 89% of marketers agree sales is the main advantage of using location-based mobile marketing. 94% of marketers said they are planning to implement this tactic in the next campaign.
33. Location-targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4billion by the end of 2021.
No wonder then that location-targeted ad spending is getting a big chunk of the total ad spend pie. An estimated growth rate of over 160% in 5 years is as clear a sign as any of how mobile spending is changing. Such mobile marketing industry statistics are crucial for businesses to stay relevant and get great results.
34. 66% of marketers say they use mobile-optimized templates.
First of all, email marketers need to understand the issues that customers face. One basic step to ensure mobile-friendliness is to have a website design that works across all devices. This saves you a lot of trouble later on and keeps your customers happy too.
Mobile App Usage Statistics
35. Consumers spend 85% of the time on smartphones in apps.
85% of the time consumers spend on their smartphones is devoted to apps. However, the majority of that time (84%) is spent on only 5 non-native apps they’ve installed from the App Store.
36. 39 billion apps are downloaded on the App Store and 102 billion on Google Play.
New apps are flooding the market rapidly and consumers respond to this trend by downloading more. At the moment, the App Store has approximately 39 billion downloads, whereas Google Play has 102 billion. By 2024, numbers will jump to 45 billion and 139 billion, respectively.
37. Social media apps (39%) are the most-used apps.
At 39%, social media apps are the most frequently used app type. What’s important for social media marketing experts is that 80% of the time users spend on social media sites occurs on mobile, giving a great opportunity to leverage these channels to promote products and services.
(The Manifest, Lyfe Marketing)
38. WhatsApp is the most popular messenger app with 2 billion users.
When it comes to the most popular messenger apps, WhatsApp takes the reign with 2 billion active users. Facebook Messenger (1.3 billion) and WeChat (1.2 billion) also rank among the top in terms of monthly active users.
39. Social media usage jumped from 20% of total app usage to 25% after the COVID-19 outbreak.
In mid-March 2020, the overall social media usage jumped by 5%, making 25% of the overall app usage. For instance, the number of Facebook daily active users reached 1.84 billion by December 2020.
40. In the first quarter of 2020, people spent 20% more time using apps compared to 2019.
Recent mobile marketing statistics indicate that in the first quarter of 2020 people were spending more time using apps. The total app spending time noted a 20% YoY growth. During the same period, global app spending also increased. People spend over $23 billion on apps, making the largest spend per quarter ever.
(App Anie, TechCrunch)
Mobile App Marketing Statistics
41. Push notifications have a delivery rate of 90%.
Push notifications are reliable marketing channels that have a high open rate. Additionally, they have a 7x higher click rate and a 50% higher opening rate compared to email. 70% of users also consider push notifications to be useful and 34% of users want to receive promotions this way.
42. 38.66% of consumers prefer to receive push notifications in the morning.
When sent at the right time, push notifications can have great responses. Users prefer to see notifications in the morning and catch up with the news or discover a good deal. Mobile marketing statistics show that 38.38% of users prefer getting notifications during the weekends, whereas 36.69% of users would want to receive notifications in the evenings.
43. Global in-app advertising will reach $201 billion in 2021.
With mobile driving a huge portion of the digital ad spend, businesses are embracing new ways of advertising. Given that consumers are spending over four hours on their smartphones, app marketers are presented with excellent opportunities to reach their target audience.
44. In-app notifications of high-performing apps are reaching 45% of users.
In-app notifications are considered to be one of the most efficient mobile marketing methods, especially for high-performing apps. Other app marketing statistics show that in-app messaging has a 75% open rate, higher than both email and push notifications.
45. In-app messages increase retention by 4x.
If the goal is to boost retention, in-app messaging is the way to go. Statistics show that this method boosts retention by up to four times.
(Mobile Marketing Magazine)
SMS Marketing Statistics
46. 90% of SMS messages received are opened within 3 minutes.
Despite the advanced technologies mobile marketers can use, SMS isn’t obsolete. It remains one of the most efficient channels. Nearly all SMS messages consumers receive are opened within 3 minutes, making SMS the fastest way to reach the audience.
47. SMS has an open rate of 98%.
Text messages allow you to reach your audience even when they are offline. At 98%, the open rate of SMS is astonishing. Email, for example, has an open rate of just 20%.
48. 48.7 million people have opted-in to business text-messaging services.
As of 2020, nearly 50 million people have agreed to receive text messages for marketing purposes, up from 37.2 million in 2016. This makes SMS one of the fastest-growing marketing channels.
49. 77% of consumers positively perceive the companies that are leveraging text messaging.
Mobile marketing statistics indicate that the majority of consumers appreciate companies that use SMS marketing. Text messages allow consumers to receive notifications without having to download an app. Plus, SMS is more direct compared to in-app push notifications and email, for example.
(Mobile Marketing Watch)
50. 75% of consumers want to receive special offers via text messages.
3 in 4 consumers would want to receive deals and promotions to their SMS inbox. Additionally, SMS marketing statistics show that consumers are 10x more likely to redeem a coupon delivered via text message than any other channel.
(SMS Comparison, Point of Sale)
51. 44% of marketers are using software to automate their SMS campaigns.
Businesses are starting to realize the power of text message marketing and started to implement it in their marketing strategy. 61% of marketers have increased their budget for SMS marketing and 44% of marketers have reported using text message marketing software to automate their SMS campaigns.
Mobile Marketing FAQs
Why is mobile marketing important?
There are currently 5.2 billion unique mobile users, which means nearly two-thirds of the global population is using mobile devices. This makes mobile marketing a universal way to reach your target audience, engage them, and generate sales.
Why mobile marketing is crucial for app promotion?
The Apple App Store has 1.96 million apps and Google Play Store has 2.87 million apps available for download. The mobile app market is getting crowded and the only way to make your app stand out is through a proper strategy, on the channel your potential customers are already on.
What percentage of internet traffic is mobile?
Mobile accounts for over half of the total web traffic globally. As mobile website stats show, mobile devices generate 50.81% of the total internet traffic worldwide. Considering the high percentage of web traffic on mobile, many emerging digital marketers have moved straight to mobile marketing.
How has mobile marketing evolved?
When the concept of mobile marketing first appeared, it was synonymous with SMS marketing. Nokia was the first to commercialize SMSs in 2003 and two years later Nike and Pontiac launched the first SMS campaigns. Apple changed the game with the introduction of the first iPhone. This opened the door to many new technologies including the QR code, in-app messages, push notifications, location services, and more.
What percentage of websites are read on a mobile device?
Mobile website statistics show the prevalence of mobile vs. desktop. 52.2% of the total website traffic comes from mobile phones. Marketers must create mobile-friendly sites because users are more likely to engage with them.
What percentage of emails are read on a mobile device?
46% of email opens happen on mobile. iPhone has the largest email open rate at 28.4%, followed by iPad (9.3%), and Google Android (2.3%).
Is mobile marketing effective?
All mobile marketing statistics indicate mobile marketing is a surefire way to reach people at any place, at any time. It’s cost-effective, convenient, and direct. At the same time, it allows for instant transactions and has great viral potential.
- Business Insider
- Global Web Index
- Elevation Marketing
- The Economic Times
- Think With Google
- Think With Google
- Think With Google
- Think With Google
- Think With Google
- 10 Ecommerce Trends
- Email Monday
- The Manifest
- Lyfe Marketing
- App Anie
- App Annie
- Mobile Marketing Magazine
- Campaign Monitor
- Mobile Marketing Watch
- SMS Comparison
- Point of Sale