21 Mobile Marketing Stats Your Agency Must Know for 2022
Remember the old days when if you wanted to buy something, you had to actually get in a car and drive to a store?
But with the mass adoption of mobile devices around the world, companies make it easy for consumers to take out their phone and click a button to make a purchase.
And within a few days (sometimes the same day), the product is delivered to your door.
Without mobile compatibility, companies would be passing on a huge section of the market.
Just as importantly, these companies are following the Law of Friction, one of 11 Laws of Sales Funnel Physics.
You see, people expect you to make it as easy as possible for them to buy your goods.
And with seemingly everyone owning a smartphone these days, it’s a good idea to brush up on some mobile marketing stats.
In this resource, we’ll show you:
- Why you should care about mobile marketing stats
- 21 mobile marketing stats that your agency needs to know about
- Some mobile opportunities that you may not have been aware of
All right. So let’s start off with explaining why your agency should care about mobile marketing stats.
Why Should Your Agency Care About Mobile Marketing Stats?
In 2010, just 1.8% of all digital commerce in the United States was from mobile shopping, according to Statista.
By 2020, that number shot up to 31%.
What’s more, as global sales for mobile devices have skyrocketed, so too has global mobile shopping preference.
As reported by Statista, 72.9% of all global eCommerce is generated via mobile.
So how did I come up with these trends?
One word: Research.
Without research, the world would be a very different place. For the worse.
Without research, we’d be stuck with inferior products and services.
Research and development (R&D) is the nucleus of innovation.
And it’s no surprise that the most useful companies on the planet also spend the most on research.
You see, research provides the basis for which sound decisions are made.
And I’m sure that your agency has already conducted marketing research at several points in time.
With marketing research, you’re trying to gauge what your target audience desires. What pain points they have. Then you use that information to address those needs on digital channels.
And your client may even use your marketing research insight to enhance a product or service.
Or to engineer an entirely new one.
You can think of these 21 mobile marketing stats as an extension of your marketing research.
So, let’s dive right in.
1. There Are Nearly 15B Mobile Devices Worldwide (Statista)
According to Statista, there are 14.91 mobile devices around the world being used. And that number is expected to gradually increase to 18.22B by 2025.
What’s crazy about that mobile marketing stat is that it indicates there are nearly twice as many active mobile devices as there are people on the planet.
2. Over 4B Mobile Users Are Active on the Internet (GSMA)
Having a mobile device doesn’t mean anything to your agency if the consumer isn’t accessing the internet with it.
But Global System for Mobile Communications (GSMA) has some good news for you.
According to its State of Mobile Internet Connectivity Report 2021, over 4B mobile users are connecting with the internet using their mobile devices.
Furthermore, GSMA stated that in 2014, 25% of the global population didn’t have access to a mobile broadband connection. And by the end of 2020, that figure was just 6%.
3. Mobile Users Spend 17% of the Day Glued to Their Device (Statista)
Mobile users spend, on average, 4 hours and 23 minutes per day on their device, according to Statista.
Now we all knew that people were becoming more infatuated with their phones, but this is an eye-opener.
And it also means mobile marketing has more potential than TV advertising since the average person only spends 2 hours and 5 minutes per day watching TV, as per Statista.
Let’s move on to the next mobile marketing stat for your agency.
4. Of All the Website Traffic Your Agency Sees, Nearly Half of It’s Probably from Mobile Users (StatCounter)
As summed by StatCounter, 94% of all internet traffic was from desktop users in 2011.
Now, that figure is at 43%.
So that means 57% of all internet traffic in the world comes from mobile.
And OptinMonster says that 51% of shoppers say they use mobile devices during the research phase of the buyer’s journey.
With this in mind, it’s crucial that your client’s landing pages and other content are mobile friendly.
5. By 2025, 72.6% of Internet Users Will Only Use Mobile (WARC)
In a shocking prediction, the World Advertising Research Center (WARC) says that 3.7B global internet users will be mobile-only by 2025.
At first, this mobile marketing stat seems crazy. But it actually kind of makes sense.
Because most of the growth in smartphone usage stems from low socio-economic countries such as China, India, Indonesia, Nigeria, and Pakistan.
You see, many of the citizens in these countries likely lack the financial resources to purchase both a desktop PC and a mobile phone. And the phone is a much cheaper way to get connected to the internet.
6. 63% of Mobile Traffic Is Video Centric (Ericsson)
According to information and communication technology service provider, Ericsson, 63% of the time mobile users spend on their devices consists of watching video content.
And the reason for this comes down to the fact that billions of mobile users are spending time on social media where video is the name of the game.
As a matter of fact, 92% of mobile time is spent on social media, according to DataReportal.
In its survey of marketing professionals, Wyzowl found that 80% of them say that video content helped them increase sales.
And if you read “Your Ultimate Guide to YouTube Success Metrics: 13 KPIs to Track”, your agency will know how to measure success for your video content.
Now that I covered video-centricity, let me proceed to the next mobile marketing stat for your agency.
7. 75% of US Consumers Prefer a Mobile-Friendly Website (Think with Google)
According to a survey conducted by Think with Google on 1,008 of its US users, they found that 75% of them prefer that your website be mobile friendly.
In fact, two-thirds of consumers say that they are more likely to buy your client’s product or service when its website is optimized for mobile.
And the cost of not optimizing for mobile can be demoralizing.
- 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile friendly
- 36% said they felt like they’ve wasted their time by visiting those sites
- 52% of users said that a bad mobile experience made them less likely to engage with a company
- 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
If your agency needs help with balancing desktop and mobile optimization for your clients, consider watching AutoGrow’s on-demand demo. Our Creation Acceleration Manager will break down how to use our in-house project management app and explain the benefits of our services. And if you miss it, we have a recorded version as well.
8. Mobile Ad Spend Will Be $495B by 2024 (Statista)
From the research of Statista, advertisers are expected to spend $495B on mobile alone in 2024. And that’s a huge increase from the $234B advertisers spent on mobile in 2019.
Actually, that’s a 111.54% increase, to be precise.
Moreover, a report from Advertiser Perceptions revealed that podcasts are where advertisers are planning to spend the most money on in the future.
The data says 56% of advertisers plan to spend more on podcasts, followed by eCommerce at 49% and 43% for video ads.
9. There Will Be 258B Mobile App Downloads in 2022 (FinancesOnline)
Now I’m sure your agency already knows how insanely popular mobile apps are already.
But I thought I’d still share just how prevalent they are.
FinancesOnline forecasts 258B mobile downloads worldwide by 2022. By far, China is the global leader with a forecasted 136B downloads.
To put things in perspective, the rest of the world will still lag behind China by 14B downloads in 2022.
10. Global Consumers Spent 25% More on In-App Purchases in the First Half of 2021 Than the First Half of 2020 (Sensor Tower)
Worldwide, consumers spent $64.9B across the App Store and Google Play in the first six months of 2021, as per Sensor Tower.
And that’s 24.8% more than the $52B that mobile app users spent in the same period in 2020.
What this mobile marketing stat didn’t cover is what the most popular app categories are.
As for the App Store, games and entertainment lead the way.
And on Google Play, social was the highest-earning category.
11. iOS Mobile Operating Systems Hold Just a 27% Market Share (Statista)
In Western societies, Apple devices come out on top.But the overwhelming majority of mobile users worldwide don’t use Apple products.
According to StatCounter, the global market share for iOS devices is 28.23% as of October 2021.
And as you can guess, Android leads the pack with a 71.08% market share.
Yet App Store purchases are 80% higher than the Google Play Store, according to Sensor Tower.
With that, it’s obvious that Western consumers are far more likely to spend money on in-app purchases that your agency’s clients might offer.
For consumers in less wealthy nations, they will be unlikely to spend money on in-app features or added benefits. And that ties in with the next mobile marketing statistic…
And if your agency is running Facebook ads, you’re going to want to watch Matt’s video on the major iOS update and its implications on marketing strategy.
12. Over 92% of Mobile Apps Are Free (Statista)
The freemium business model seems to be the way to go these days.
And I can’t help but think Fortnite paved the way for its mass adoption.
With freemium, everyone that installs your app gets access to basic features, which are more than enough for your average consumer.
But then there are those few people that pay for premium features.
If you check out Staista’s research, you’ll find that 96.7% of Google Play apps are free, while 92.9% of iOS apps are free.
13. 74% of American Consumers Use Mobile Voice Assistants at Home (PwC)
When PwC surveyed 1,000 Americans, they found that 74% of them are using voice search at home.
And the most popular times that they use voice search is while watching TV (43%), while driving (40%), and while cooking (37%).
When it comes to age preferences, it seems that voice search is popular among all cohorts, with 25-49 year olds using it the most.
But if your agency is targeting a global audience, you should know that voice search is less prevalent in other countries.
According to Statista, just 42% of the global online population had used a voice search within the last month when they were polled.
14. 67% of Smartphone Users Are more likely to Make a Purchase When the Mobile Site or App Uses Location-Based Targeting (Think with Google)
As reported by Think with Google, 2 out of 3 of the consumers of your agency’s clients expect location-based personalization.
And 59% of surveyed shoppers use Google search before going in-store to make a purchase.
That means your client’s websites and apps need to notify consumers of nearby stores, live inventory levels, driving directions, and more.
And some examples of location-based marketing are geo-targeting, geo-fencing, and geo-conquesting (attract consumers visiting competitor stores).
15. 72% of People Use Mobile Devices at Work (Simform)
According to Simform’s research, 72% of mobile users actively use their device while at work.
Now this stat is a good one for you B2B agencies out there.
It’s a good sign that you can reach out to the decision makers at the companies you’re targeting during work hours.
And that also means you should be more active on LinkedIn throughout the day to acquire new clients. If you’re not getting replies back, it’s not because they don’t see your messages.
Rather, it indicates you need to step up your social selling game.
16. 91% of Smartphone Owners Purchase or Plan to Purchase Something After Seeing a Relevant Ad (Google)
Google says that in its research, they found that 9 out of 10 smartphone users will click on your ads when they’re personalized.
You see, consumers have the luxury to be as picky as they want.
If you don’t deliver ads that are relevant to their tastes, then they’ll ignore you. Because there are so many other options to choose from.
And one way to add personalization is with retargeting ads.
Some other ways are location targeting, demographic filtering, and responsive search ads.
17. 49.7% of All Email Opens Are Done with Mobile (Litmus)
Litmus pulled data from roughly 1B emails opened in its 2021 report.
And they state that half of all email opens come from a mobile device.
Apple iPhone accounted for 90.5% of all the mobile email opens.
With this stat in mind, it tells you that your agency’s email campaigns must prioritize mobile users. (Unless your own analytics are telling you something different.)
So keep the copy short and concise, check what subject line lengths convert the most mobile users, put CTAs front and center, and ensure other mobile-friendly tactics.
And always be A/B testing.
18. 83% of Mobile Users Say a Seamless Experience Across All Devices Is Vital (Resource Techniques)
According to web services provider, Resource Techniques, 83% of mobile users expect to be able to seamlessly transition between all the devices they own.
So when your customers receive a mobile email from you, they’ll expect the content to be just as optimized for their other devices.
19. 60% of Smartphone Users Contact Businesses Using the Click-to-Call Action in Search Results (Think with Google)
Think with Google’s 2019 survey showed marketers just how important it is for businesses to include a mobile-friendly call option in search results.
60% of smartphone users reportedly use that call option.
You see, mobile shoppers expect an easy contact method.
What if your competitor offers this convenient option but your client doesn’t?
It could turn consumers away.
20. Mobile Plays a Significant Role in Purchasing Decisions for 70% of B2B Buyers (Boston Consulting Group)
In 2017, Boston Consulting Group (BCG) did some research on B2B mobile marketing and sales trends and predictions.
And what they found was that mobile plays an enormous role in the behavior of 70% of B2B buyers.
Traditionally, you may think that B2B buyers would be sitting in front of a desktop or laptop to seek out products and services.
But according to BCG’s research, that’s not so.
And some other interesting stats that BGC found with B2B mobile marketing are:
- Leading mobile-first B2B companies see a 42% increase in revenue
- Over 50% of all B2B search queries are made on smartphones
- A mobile strategy can speed up B2B time to purchase by 20%
21. 58% of Smartphone Users View Companies in a More Favorable Light When the Company Remembers Who the User Is (Think with Google)
Think with Google says that 58% of smartphone users prefer it when your mobile sites or apps remember who they are and their past behavior.
Even more, 63% of them will be more likely to make a purchase from your clients when your agency offers relevant recommendations.
Clearly, personalization has already taken the consumer world by storm. And mobile consumers especially expect it.
That’s because when you go on your phone, you expect convenience. You expect things to be straight to the point.
So if your agency isn’t already providing personalized messaging at every stage of the sales funnel, then it’s time to get on it.
Conclusion
It’s no secret that the world is becoming more mobile. Both B2C and B2B consumers are spending more time on all stages of the buyer’s journey using their mobile devices.
With this article, you read about 21 mobile marketing stats that your agency needs to know about.
Hopefully, these stats opened your eyes to just how crucial it is to focus on a mobile strategy.
In the event that your agency needs help with mobile marketing, AutoGrow can be your solution.
We have teams of experts that have a long history of helping clients with such matters.
And all you have to do is delegate projects to us using our web-based app. You tell us what to do, and we take care of the rest.
As usual, thanks for taking the time to go over this resource.
And let me know in the comments what mobile marketing stats were the biggest surprises to you.
Keep AutoGrowin’, stay focused.
Mark
