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Mobile isn’t just a trend, it’s a total revolution in the way consumers interface with technology and businesses. It’s no exaggeration to say that smartphones and tablets are the biggest thing to hit marketing since the internet appeared. In fact, experts estimate that mobile usage will overtake desktop and laptop usage by the end of this year. Mark Donovan, SVP of Marketing at ComScore recently stated “this pronounced shift in consumer behavior is simply too large for [companies] to ignore.”
As consumers worldwide increasingly swap out their laptops for more nimble, portable devices, your marketing budget and content need to shift to fit, or you risk being left behind. Cultural shifts can eat a weak marketing strategy for lunch, which is why it’s crucial for small businesses to immerse themselves in the realities of mobile, and adapt to the change. We’ve curated 50 of the freshest mobile marketing statistics to inform you, as well as some analysis and action items to inspire your strategy:
Mobile Marketing Statistics on Global Trends
- Mobile devices will account for 25% of global internet traffic by 2014. Tweet (Source: HubSpot)
- There are 6.8 billion mobile subscribers worldwide, and this figure will reach 7 billion by the end of 2013. Tweet (Source: The International Telecommunications Union)
- Revenue from mobile content will reach $40 billion in 2012, and $65 billion by 2016. Tweet (Source: Juniper Research)
- 48% of US households will own at least one tablet by 2013. Tweet (Source: Nielson)
- 86% of US consumers will own a smartphone by 2016. Tweet (Source: Loyalty360)
- 61% of US mobile subscribers own a smartphone, a 10% increase over 2012. Tweet (Source: Nielson)
- Worldwide, mobile traffic doubled between 2012 and 2013. Tweet (Source: Akamai)
- Nearly one billion smartphones will be sold in 2013. Tweet (Source: ElectroIQ)
Mobile Marketing Statistics on Technology
- 71% of smartphone owners have used their device to research branded products or services. Tweet (Source: Loyalty360)
- 59% of US men, and 53% of US women own a smartphone. Tweet (Source: Nielson)
- 29% of US consumers own a tablet, a 12% increase over 2012. Tweet (Source: Edison Research)
- 29% of mobile consumers can’t imagine life without their smartphone. Tweet (Source: Pew Research Center)
- 44% of smartphone owners sleep with their mobile device next to their bed. Tweet (Source: Pew Research Center)
- 92% of US mobile consumers utilize text messaging. Tweet (Source: Acision)
- 68% of tablet owners use their device to surf the web while watching television. Tweet (Source: Nielson)
- 76% of millennial consumers own a smartphone, but only 73% own a laptop. Tweet (Source: Nielson)
- 20% of millennials access the web through at least four different devices each week. Tweet (Source: Experian)
- 53% of mobile consumers use their device to access a search engine at least once a day. Tweet (Source: Chief Marketer)
- 58% of mobile consumers have used their smartphone for shopping while in a retail space. Tweet (Source: Loyalty360)
- 74% of mobile users will only wait 5 seconds or less for a webpage to load on their device. Tweet (Source: Compuware)
- 46% of consumers probably won’t return to a webpage if it didn’t load properly on their mobile device the first time. Tweet (Source: Compuware)
- 71% of mobile consumers expect webpages to load just as quickly, or even faster, than on their personal computer. Tweet (Source: Compuware)
- 23% of time on mobile internet is spent reading and writing emails. Tweet (Source: Experian)
- 15% of time on mobile internet is spent on social networking websites. Tweet (Source: Experian)
- 16% of US consumers spend at least 3 hours per day online through a mobile device. Tweet (Source: Temkin Group)
- Mobile email consumption peaks on Saturdays, and is at its lowest levels on Mondays. Tweet (Source: DKNewMedia)
- 10% of video streaming is conducted through a mobile device. Tweet (Source: Ooyala)
- 75% of video content streamed through a mobile device is 60 minutes long or shorter. Tweet (Source: Ooyala)
Mobile Marketing Statistics on Strategy
- 17% of mobile marketing campaigns involve video content. Tweet (Source: Millennial Media)
- 76% of companies are currently using a basic mobile marketing strategy, or none at all. Tweet (Source: Loyalty360)
- 61% of the best marketers use mobile messaging to connect with prospects and clients. Tweet (Source: Loyalty360)
- 41% of B2B buyers access content marketing through a smartphone. Tweet (Source: CMO Council)
- 46% of consumers are less likely to comparison shop when using a company’s branded app. Tweet (Source: Loyalty360)
- 36% of mobile marketing emails are opened. Tweet (Source: Loyalty360)
- 27% of consumers believe marketing emails are difficult to read because of incorrect formatting. Tweet (Source: Loyalty360)
- Mentioning a location in mobile marketing can increase click-through rates 200%. Tweet (Source: Media Post)
- US mobile ad spending has increased 400% since 2009, and shows no signs of slowing in growth. Tweet (Source: UberFlip)
- 39% of retail shopping experiences that didn’t result in a purchase were influenced by mobile research. Tweet (Source: Motorola Solutions)
- 53.2% of US consumers will use mobile coupons by 2014. Tweet (Source: Business Insider)
- 16% of US smartphone owners have used their device to search for location-based specials in the past month. Tweet (Source: Loyalty360)
- 84% of US mobile users have shopped through their device in the past month. Tweet (Source: Nielson)
- Mobile commerce transactions currently amount to $1.5 trillion annually, and will reach $3.2 trillion by 2017. Tweet (Source: Jupiter Research)
- 77% of US specialty retailers offer a mobile-optimized website, a 5% increase from 2012. Tweet (Source: L2)
- 50% of mobile shoppers are female. Tweet (Source: Nielson)
What Do These Mobile Marketing Statistics Mean?
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Shift happens, and it’s clear from the mobile marketing statistics that this is one of the most disruptive changes facing the marketers today. It’s not just a small change on the horizon, it’s an enormous revolution in consumer behavior, and companies of all sizes should invest heavily in capturing the business of mobile consumers. The data listed above offers rich insights on how you should adjust your approach, which we’ve outlined below:
Marketers are Quickly Catching On
Despite the fact that only 25% of companies are currently using a mobile strategy, from the mobile marketing statistics it’s pretty clear that the field is about to experience enormous growth. Failing to mobile-optimize your website and checking load times on smartphones and tablets can present a risk that you’ll lose the business and interest of a large segment of the population.
Localized Marketing Matters
Known to specialists as “SoLoMo” marketing, smartphones and tablets present opportunity for businesses to leverage the unique intersection of social and location-specific marketing. A prime example of a company applying intelligence from mobile marketing statistics perfectly is Nike, whose Nike Plus running app allows users to engage with friends, and log location-specific data on their exercise habits through the branded platform. Regardless of budget, it’s clear that mobile optimization for companies with a brick-and-mortar component requires location-specific data in search, including claiming a Google+ local page.
Mobile Email Is Huge
Email marketing, particularly in the B2B realm, used to be heavily restricted by business hours. Marketers were wise to send outreach between the hours of 9 to 5, or risk being ignored. Email is now the most popular activity on mobile devices, meaning the hours where your messages stand the best chance of being engaged with have also changed. There’s mobile marketing statistics that indicate email marketing on the weekends performs best.
Additionally, optimizing your emails for mobile opens and reads is critical. Regardless of the technical savvy of your buyer personas, there’s an enormous chance that at least some of your consumers will access your outreach via a tablet or smartphone. Mobile-optimization of emails isn’t optional any longer. The mobile marketing statistics have spoken, and it’s crucial.
Use These Mobile Marketing Statistics for Action
While your small business may lack the budget to invest in a branded app, there are plenty of simple and affordable ways to optimize your web presence for smartphone and tablet users. Incorporate the following into your quarterly plan for adapting to the latest mobile marketing statistics.
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1. Optimize Your Emails
Many major email platforms, including Constant Contact and MailChimp, offer a number of templates that are perfectly-optimized for mobile consumers. For best results, formulate your own mobile marketing statistics by testing each of your emails on as many screens as possible before sending to your list. Remember: a template that’s optimized for an iPad might not work as well on an Android phone screen.
2. Optimize Your Website
Mobile web optimization isn’t as simple as it used to be. There’s a variety of screen sizes on the market, meaning there’s no one-size-fits-all solution for your website. DudaMobile and bMobilized are both small business-friendly services to create a mirror of your site for mobile browsers. Keep a close eye on your website’s load time, and remove elements which slow load time, to avoid suffering a soaring bounce rate. The mobile marketing statistics are clear that smartphone users expect content fast.
3. Optimize Your Content
Mobile marketing statistics indicate that laptops, desktops, smartphones, and tablets are all tools for consuming content. However, the growth of mobile technology means that multi-screen use is more common than ever. Work to engage a highly distracted consumer by incorporating plenty of visual content in your offline and online strategy, as well as mobile-optimized elements like QR codes and smartphone-friendly landing pages.
Which of these mobile marketing statistics did you find the most shocking? How do you plan to integrate mobile into your small business strategy?