When you piece together these mobile statistics and the different marketing trends the results are astonishing. It becomes clear that the question isn’t about ‘When‘ anymore and it isn’t about ‘If‘ you are need to be mobile, it is about How you are going to be mobile.
If you take how long previous changes have taken to bed in, even the internet, then you can appreciate the seismic speed and nature of the shift to mobile that is now happening.
Mobile statistics – The Overall Trend
These mobile statistics show the bigger trends that that are changing the landscape of mobile marketing.
- Total mobile subscribtions at then end of 2012 are estimated to be 5.9 Bn – Source: GSMA.
- There are 278 Million Mobile Subscribers in the US – source: Chartbin
- 36% of global online consumers report owning a smartphone – Source: Nielsen Multi-screen Media Report 2012
- 69% of UK consumers expect their mobile usage to increase dramatically by 2015 – IAB.
- Over 50% of all phones in the EU5 countries (Spain, Germany, Italy, France and the UK) are smartphones – Source Comscore
- Average time spent per day on apps rose from 94 mins per day in 2011 to 127 mins in 2012 (this compares to TV at 168 mins) – Source: Flurry
- 36% of global online consumers report owning a smartphone – Source: Nielsen
- Almost 70% of affluent adults own smartphones – Source: Pew Internet
- Smartphone penetration is highest among those 18 to 49 and for those making more than $50,000 per year – Source Pew Internet
- A survey of US adult smartphone owners found that 63% of female respondents and 73% of male respondents don’t go an hour without checking their phone – Source: Harris Interactive, June 2012.
- 21% of smartphone consumers watch video on their phone at least once a day – Source: Nielsen – Multi-screen Media Report 2012
- Smartphones and tablets accounting for 20% of Web traffic in the U.S. and Canada – Source: Chitika
- 80% of time online comes from the top 50 apps
The Mobile Statistics Showing the Rapid Growth of Tablets
These mobile statistics show the dramatic changes in how people are multi-screening and using tablets for a multitude of reasons.
- By the end of 2014, there will be 89.5 million tablet owners in the United States
- By 2016 36% of the population are predicted to use tablets to access the internet – source eMarketer
- 72% of UK tablet users indicated they used their tablet while watching TV – study by by InMobi and Mobext
- UK children using tablets ages 5 to 15 grew from just 2% in 2011 to 9% in 2012 – Source Ofcom
- 84% of adults in the US who use tablets do so to browse the internet – Source: ZMags
- Tablet owners watch more TV news, not less, with 43% of tablet users saying they consume more TV than they did five years ago – Source: BBC Survey
- 52% of tablets owners use it to watch videos – Nielsen
- 23% of teens have a tablet computer, a level comparable to the general adult population – Source: Pew Internet
- 26% of US of consumers are digital omnivores (own a laptop, smartphone and tablet) – SOurce: Deloitte
- 32% of Boomers and 31% of “Matures” rank tablets in their top three most valued products – Source: Deloitte
The Mobile Statistics On Text Messaging
Text messaging is now 20 years own and all grown up. These mobile statistics show the goliath size of the messaging industry and rising star Instant Messaging.
- SMS as share of messaging will drop from 64.1% in 2011 to 42.1% as it loses share to mobile instant messaging (IM) – Source: Informa
- SMS messages will rise from 5.9 trillion to 9.4 trillion in 2016
- Mobile coupons receive 10 times higher redemption rates than print coupons.
- 72% of US consumers prefer to receive promotional offers that reflect their likes and dislikes – Source Velti: Mobile Consumer Report 2011 (pdf)
- 33% of Americans Prefer Mobile Offers in a Text Message – Source: Direct Marketing Association (DMA)
- 38 per cent of UK mobile owners prefer receiving promotional offers via SMS – Source: DMA
- Mobile IM is set to rise from 7.9% of mobile subscribers in 2012 to to 30.9% in 2016 – Source: Informa
- 90% of all texts are read within 3 minutes (almost 100 percent are read eventually) – Source TaTango
Mobile and Social Media
- Consumers now spend 20% of total time online using social networks via their PC, and 30% of their time visiting social networks on mobile – Source: NMCite
- Females spend the most time using social media. Over 8 hrs hours per month on PC, almost 10 hours per month on mobile – Source: Nielsen
- As many as half of all moms with children under 18 in the household will use mobile devices to access social networks in 2012 – Source: eMarketer
- Facebook has over 1.06 billion monthly active users, 680 million mobile users
- Facebook’s native app is actively used by 73.6 percent of the estimated 200 million iPhone install base – Source: Techcrunch
- While PC users spend approximately 20% of their online time in social networks, mobile users spend 30% – Source Nielsen State of Social Media
- a leading app store analytics company, recently presented a report showing that downloads for social apps are up 30% year over year (now representing 5% of all downloads – Source: Forbes
The Mobile Statistics On Email Marketing
- 669.5 million people used mobile email in 2011, this is expected to grow to 2.4 billion by 2016 – Source: Porti
- 41 per cent of emails are currently viewed on a mobile device
- A figure reinforced by this study from Knotice
- 2013 Consumer Views of Email Marketing – Source BlueHornet
- 80.3 percent saying they would delete an email that is not optimized for mobile
- 30.2 percent said they would unsubscribe from email after receiving an email not optimized for mobile
- 43 percent say they read emails most often on a mobile device.
Mobile Statistics On eCommerce
These mobile statistics show that growth of mobile from a small base to a significant force.
- 29% of U.S. mobile users already have used their smartphones to make a purchase – Source: Business Insider
- £5.8 billion is expected to come from UK mobile retail by 2016
- US retail mcommerce sales shot up 81% to nearly $25 billion last year – source eMarketer
- Total mCommerce is expected to reach $37.44 billion in 2013 compared to $23.72 billion last year eMarketer report “Retail Mobile Commerce Forecast: Shoppers Turn to Smartphones First.
Mobile Statistics and Search – Source Google
Google partnered with Nielsen to produce these awesome mobile statistics focused on Search. Over 6000 mobile searches and the resulting actions were studied to provide some great mobile statistics on how search affects both online and offline conversions.
- 77% of mobile searches occur at home or at work / 17% on the go
- 75% of mobile searches trigger follow up actions – on average 2
- Shopping queries are twice as likely to be in-store
- 55% of conversions (store visit, phone call or purchase) happen within 1 hour
- The majority of searches occur in the afternoon and evening (59% between 3pm – midnight)
- 81% of mobile searches are driven by speed and convenience (quicker and easier than using a PC)
- 73% of mobile searches triger additional actions & conversions (28%)
- 45% of all mobile searches are goal oriented (part of decision making process)
- People are 57% more likely to visit a retailer store as a result of mobile search
- 59% of people find mobile ads useful
UK Figures – Source Google
- mobile customers use store locators 63 times for every one mobile commerce order
- A third of all web searches has local intent
- Mobile search queries grow 5X in the past two years
- 60% search for product information
- 37% for restaurants and bars
- 85% of smartphone users have searched for local information
- 81% have taken action as a result
- 40% visited in person
- 24% of consumers use their smartphones to compare prices in-store
- 53% of men use smartphones in-store to check prices at other stores
- 38% of women use smartphones to check prices at other stores
- 17% have changed their mind about purchasing a product in a shop
- 12% checked other online retailers
- 8% checked availability at other stores
- 73% of mobile-powered shoppers preferred phones to shop staff for basic assistance
- 57% of users say they won’t recommend a business with a poorly designed mobile site
- 40% have turned to a competitor site after a bad mobile experience
- Up to 30% of email opens come from mobile.
- 72% of tablet owners make purchases from their devices on a weekly basis
Mobile Ad and News Figures
- Mobile advertising will reach $7.29 billion in 2013 – Source: eMarketer
- Facebook to See Three in 10 Mobile Display Dollars in 2013
- Spending on paid-search ads using Google for smartphones and tablets rose nearly equal amounts, with tablets up 112% and smartphones up 113% from last year – Source: TabTimes
- News audiences expect to see advertising nearly as much on mobile (79% tablet, 84% smartphone) as they do on TV (87%) and online (84%) – Source: BBC Survey
Some Final Points Taken From A Recent Forrester Report
Forrester Research 2013 Mobile Trends For Marketers
- Marketers will realize that mobile requires a total shift in their marketing approach.
- Tablets will be the biggest short-term disruptors.
- Mobile platforms will be the catalyst for next-generation connected experiences.
- Sophisticated analytics wrapped around big data will power smart apps.
- Mobile will play a leading role in efforts to engage consumers in emerging markets.
- Mobile will require more formal organizations, processes, and governance.
- Leading marketers will take back ownership of mobile from agencies and vendors.
- The role of mobile marketing manager will emerge.
- Finding the right strategic mix of staff will rise in importance.
- Spending will increase especially to enable mobile services.