Mobile is one of the big topics in marketing right now. The more glued to those tiny six-inch screens we become, the more important it is for marketers and businesses to be ready to adapt. And if you haven’t yet, it’s definitely time now.
Mobile usage has increased significantly over the past few years, and that’s not changing any time soon. This means that you need mobile-oriented video content, ads, websites, and more, all of which is optimized for mobile devices and the behavior of those who use them.
With mobile usage and behaviors shifting so quickly, let’s take a look at the 38 best mobile marketing statistics that can help you get your online presence in top shape.
Mobile Usage Statistics
1. In 2018, 52.2% of all online traffic across the globe came from mobile devices. This was an increase from 50.3% of traffic in 2017. This shows the steady increase of mobile traffic, and with more than half of all online traffic coming through mobile, it’s time to take notice.
2. 57% of all online traffic in the U.S. came from smartphones and tablets as of 2017. For companies targeting US audiences, take note of this.
3. 85% of time on Twitter happens on a mobile device. As we’ll see from the following statistics, social media usage (which is hugely influential for brand building and awareness) is dominated by mobile.
4. 60% of LinkedIn traffic comes from mobile. The redesign of the mobile app in 2017 helped with this, showing the importance of mobile-friendliness.
5. 69% of users’ media time is spent on smartphones. That’s huge.
6. Apps account for an incredible 89% of mobile media time, while only 11% is spent on actual mobile websites. If you can sell to users or offer value through mobile apps, consider doing so to get your chunk of mobile screen time.
7. Millennials are using mobile more than they’re consuming live television. They’re also watching YouTube more than they’re watching live TV.
8. Three out of four smartphone users use mobile search first for immediate needs. Need to find a plumber for a flooding kitchen, or a restaurant to satisfy that taco craving? You’ll likely go to mobile first, making it a high-intent search platform.
Mobile Website Marketing Statistics
Having a mobile-friendly website is essential, and these stats will show you why.
9. 80% of mobile users are more likely to buy from companies whose mobile sites quickly address any objections or concerns they have. Make your sites easy to navigate.
10. 89% of users are more likely to recommend a brand after they’ve had a positive experience with said brand on mobile.
11. 46% of buyers said they wouldn’t purchase from a brand again if they had a disrupted mobile experience even once.
12. More than 40% of online transactions are happening on mobile, as of 2017. Do you have a mobile-friendly checkout? If not, get on it.
13. 70% of users who purchased in-store did so only after doing quick research on their phones.
14. 80% of B2B decision makers researched buying decisions on tablets in the evening. Some people think that B2B decisions aren’t happening on mobile; they’re clearly wrong.
15. 57% of users wouldn’t recommend a business to others if it had a poorly designed mobile site.
16. The average mobile web page takes 15.3 seconds to load, even as of 2018. Users want to see content in three seconds or less, however.
Mobile Video Marketing Statistics
Mobile video marketing is a big game changer, because video needs to be adapted to mobile devices just as much as a website does. Take a look at these statistics that show the importance of mobile video marketing and how users are interacting with mobile video.
17. AdWeek found an 88% growth year over year in the amount of time spent watching videos on a smart phone. Since consumers are spending more than five hours a day on their smartphones, this is a big deal.
18. More than 70% of YouTube watch time is happening on mobile devices, dispelling the myth that mobile users refuse to watch long-form content.
19. One study from comScore suggests that users are spending an average of 40 minutes a day watching YouTube on mobile devices.
20. 90% of Twitter video views are happening on mobile.
21. Mobile and tablet shoppers are 3x more likely to watch a video than laptop or desktop users. This, again, dispels a big myth that mobile users don’t want to watch video, and shows the importance of mobile-optimized video content.
22. 48% of Millennials are watching video exclusively on mobile devices.
23. 70% of Millennials won’t turn their phones horizontally when watching mobile video. If you were unsure about the importance of vertical video content, you now have your answer.
What People Are Searching For On Mobile
Mobile marketing isn’t just about what platforms people are using, it’s also understanding how they’re using the platforms and what they’re searching for. Here’s some interesting data about what people are looking for in mobile searches.
24. Search interest in “open now” tripled from 2015 to 2017. Again, people want immediate results when they’re looking on mobile, because they’re searching to solve immediate needs.
25. Nearly 33% of all mobile searches involve a location.
26. Over the past three years, videos with “review” in the title yielded more than 50,000 years in combined watch time from mobile devices alone.
27. Searches with the term “best” have increased on mobile by up to 80%, growing in particular in low-consideration products. Aka, we’re sweating the small stuff.
28. More than half of all searches for services in the auto industry, including auto parts, services, and maintenance, come from mobile searchers.
29. Mobile searches for terms like “same-day shipping” have increased more than 120% since 2015, as of 2017. Again, think immediate need.
30. Google has seen 1.5x more searches on mobile ending with the term “to avoid” in the past three years.
31. 48% of buyers will start their mobile research while using a search engine like Google or Bing, but 33% head directly to the site they want. Make sure you’re optimizing for mobile search, not just desktop.
Mobile Ad Statistics
As you’ll see in the statistics discussed here, the mobile ad industry is booming. Let’s take a look at exactly how and what this means for advertisers.
32. 87% of Facebook’s total advertising revenue comes from mobile ads, as of 2017.
33. 71% of marketers believe that mobile marketing and/or advertising is essential to the growth of their businesses.
34. In 2017, mobile devices accounted for 61.9% of Google’s PPC clicks, which was an increase from 53% the year before.
35. 91% of mobile users either purchased or reportedly had plans to purchase a product after seeing an ad that they described as being “relevant” to them.
36. Several projections have estimated that within 2019, mobile advertising is going to dominate 72% of digital ad spend in the US.
37. In 2016, 51% of all digital ad spend went to mobile spend.
38. 70% of users say they dislike mobile ads, and mobile ad blocking has increased 90% year-over-year. This may mean that it can be more difficult to create ad campaigns for mobile users, so it will be important to use other options like content marketing and email marketing to reach users instead.
Mobile usage is undeniably prevalent, making mobile marketing a potentially exceedingly powerful force. Since so many businesses are struggling to adapt to the challenges of adapting to a more mobile audience, if you’re able to do so quickly, you’ll stay ahead of the pack and your competition. Use the information detailed above to connect with your mobile audience where they’re currently at, and you’ll see an increase in site traffic and sales as a result.
Want a few more tips on mobile video marketing? Check out our recent post here.
What do you think? Which of these mobile marketing statistics surprises you most? Which lights a fire under you and makes you want to update your campaigns? Share your thoughts in the comments below!