Mobile Marketing Statistics compilation

Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development

"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May.

The mobile statistics that the team at Smart Insights curate in the regular updates to this article include:

• Ownership of smartphone vs Desktop
• Mobile vs desktop media and website use
• Mobile advertising response
• Smartphone vs Tablet vs Desktop conversion rates

Well, we're now past the mobile Tipping Point as this report 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.

To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, I will keep this post updated throughout 2016 as the new stats come through to support our 120 page Expert members Ebook explaining how to create a mobile marketing strategy. We also have this free summary mobile strategy briefing for Basic members.

We have grouped the latest mobile stats under these headings for key questions marketers need to answer about mobile to help them compete:

• Q1. Time spent using mobile meida
• Q2. Percentage of consumers using mobile devices
• Q3. How many website visits are on mobile vs desktop devices?
• Q4. Mobile device conversion rates and visit share for Ecommerce sites?
• Q5. Mobile - app vs mobile site usage?
• Q6. How important are mobile ads

OK, let's go!

Mary Meeker's annual spring updates on mobile are a must-read if you follow consumer adoption of technology platforms, so we have used some of the key findings from the latest KPCB mobile technology trends by Mary Meeker. Her deck is nearly 200 slides, so we have selected the statistics which best summarise the importance of mobile devices today.

The latest data shows that we are now well past the tipping point mentioned at the top of this post. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).

The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are.

The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point.

We've created a new summary showing the global popularity of using different digital devices using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic.

It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches.

Insight from comScore published in their February 2014 market review shows the picture that marketers need to build up. This panel data shows that the majority of consumers are "multiscreening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.

You need to answer this for your own site. As Rob Thurner explained in his post on KPIs toreview mcommerce effectiveness, it's important to keep track of the split between users of mobile and desktop devices visiting your site(s). Using advanced segments in Google Analytics is the best way to do this.

However, we need to be careful with interpreting data on hours spent, since we spend most of our time on smartphones checking email and using social media. This has led to the common mantra of 'mobile-first' design which I think is dangerous. Although mobile is growing in importance, this data from Adobe's latest Digital Index shows that in all industries the majority of visits are still on desktop.

Article Source: Mobile Marketing Statistics compilation