Mobile marketing is a must-have strategy, as demonstrated by the following facts. Consumer media consumption habits are increasingly mobile, and marketers have begun to ramp up their strategies. However, there is still a gap between consumer adoption of mobile and marketer spend on the digital platform.
Additionally, the findings below demonstrate that the rules about mobile engagement have changed over time, as consumer consumption habits have shifted. Mobile devices aren't just used on the go anymore. Consumers are browsing at home, as well, while watching TV.
Read through the stats below to get a better understanding of where marketers are with mobile marketing and how consumers are consuming media via the platform:
1. Time spent browsing on mobile devices has exceeded PC usage.
2. Media consumption on mobile is similar to TV and Internet, yet it sees under 10% of ad spend.
3. What do consumers do on mobile? A whopping 99.5% access content/information, 63.1% access the Internet, 62.1% check email, 49.2% listen to music, 46% play games, 41.7% download and use apps, 15% make purchases and 15% read books.
4. Mobile search queries (smartphones and tablets) are roughly 29% of total search volume.
5. Click-through rates for mobile ads have seen a big boost: 27% year-over-year for tablets and 26% for smartphones.
6. Coming from next to nothing four years ago, mobile advertising spend has increased by an order of magnitude already. Still, mobile banner, rich media and video only account for a combined 3% of the total $177 billion in U.S. media spend in the U.S. this year.
7. If marketers optimize their full cross-channel media budgets properly, within a decade mobile ad publishers will be serving a $70 billion mobile ad spend market in the U.S. alone and nearly $220 billion worldwide.
8. Mobile accounted for just 13% of U.S. digital retail sales in fourth quarter 2014.
9. Although actual spend on mobile is low, smartphones and tablets accounted for 60% of time spent engaging with digital retail content in fourth quarter 2014, vs. 40% for desktop.
10. A study has found that 79% of marketers would increase media allocation for mobile and digital marketing channels, and 74% would increase on social, if ROI tracking for those channels improved.
11. Mobile is no longer just about short-form content, with 36% of respondents in an Interactive Advertising Bureau survey saying they watch videos that are five minutes or longer on their phones daily or more frequently.
12. Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges.
13. Only 9% of marketers have increased their mobile budgets more than 50% over the past two years.
14. Time spent per day by adult Internet users has moved from less than an hour a day five years ago to nearly three hours a day today.
15. The mobile commerce market in the U.S. is set to grow 25.72% over the period 2014 to 2019.
About the Author
Giselle Abramovich is senior & strategic editor at Adobe's CMO.com. Previously she wrote for outlets including Direct Marketing News, Mobile Marketer, Mobile Commerce Daily, Luxury Daily, and Digiday. Reach her at firstname.lastname@example.org, or follow her on Twitter@GAbramovich.
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