Mobile Marketing Statistics
we’re now past the mobile Tipping Point as the graph below from comScore shows. So it’s no longer a case of asking whether mobile marketing important, we know it is! It’s now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are.
with the rise in consumer and company adoption of mobile and its impact on mobile marketing, to keep you updated about the Mobile Marketing trend in 2015, we’ve grouped the latest mobile stats under the following headings for key questions marketers need to answer about mobile to help them compete:
- Percentage of consumers using mobile devices
- How do consumers research products using mobile search and review sites?
- Mobile media time – app vs mobile site usage?
- Mobile device conversion rates and visit share for Ecommerce sites?
Percentage of consumers using mobile devices
The info graphic below from Global Web Index clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.
The following panel data from ComScore’s February 2014 market review shows that the majority of consumers are “multiscreening”, accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.
How consumers research products using mobile search and review sites
Google’s mobile path to purchase report surveyed 950 US consumers across 9 diﬀerent verticals (Restaurants, Food & Cooking, Finance, Travel, Home & Garden, Apparel & Beauty, Automotive, Electronics, Health & Nutrition) to assess how they researched purchases via mobile. A key finding is the starting point for mobile research. As might be expected search was the most common starting point, but it’s lower than desktop showing the importance of branded apps and mobile sites.
Mobile media time – app vs mobile site usage?
Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy. This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps.
Mobile device conversion rates and visit share for Ecommerce sites?
The following chart from Monetate Q4 2014 Ecommerce Quarterly clearly shows that Smartphone add-to-cart and conversion rates are much lower than for desktop – important if you’re making the business case for a mobile responsive site. This source is useful since it’s a regular survey showing the growth in use of mobile site visitors. enables you to drill down to see usage by device type, for example iPad is still the dominant tablet, but Kindle Fire and Android tablets now account for over 10% of tablets. You can see that tablet and smartphone use nearly doubled in the year based on 500 million plus visits for these retail clients. Mobile share is now around 27% on average.
Other important statistics
1. In April 2013 mobile analytics vendor Flurry released a useful summary of category of app usage across smartphones and tablets. It shows that app usage dominates browser usage.
2. The following chart shows trends in app usage. For example, the dominance of games and social networking and the potential of utilities.
3. The following graph shows dayparts of different device behaviour.
4. Ofcom’s Eighth International Communications Market Report published in December 2014 shows the comparison of desktop vs mobile device. It explains that When you look at most important device, desktop and laptop still remain important.