Last updated on March 24th, 2018
Having statistics to back up what you can see in the underlying business ecosystem is helpful for making sound investments. The good news is that there is plenty of data to support the importance of mobile marketing in the current digital landscape.
The following is an introduction to three major stats about mobile marketing that help present the best picture of the opportunity this category poses for digital marketers:
Audience Size and Engagement
Marketers need to always go where the audience lives. As of 2017, 71 percent of the time Americans spent on the Internet was facilitated through a mobile device, according to Tipping Point.
This mobile Internet usage rate remains constant across the globe, with people in the largest countries North America, Europe and Asia, spending between 62 percent and 75 percent of their Internet time on a mobile platform. Indonesia sets the bar, with 91 percent of Internet time taking place on a mobile device.
This data illustrates that whether you target people domestically or globally, you need to optimize your website for mobile, and explore other mobile-dedicated campaign options.
Total Spending and Growth Projections
In 2017, companies worldwide invested $143.54 billion on mobile advertising. This amount was up from $108.88 billion in 2016. Including strong annual jumps in spending, Statistica forecasts global mobile investment to reach $247.36 billion by 2020.
This current and projected data shows where money is flowing within digital marketing. In addition to access to a massive, responsive audience, businesses are experiencing improved return on investment as they hone in on the best mobile strategies.
Mobile Time Breakdown
Look more specifically at where people invest their mobile time to better evaluate your marketing strategies. A responsive website and short-messaging service are both integral to digital success for a lot of brands. However, apps are where the overwhelming majority of action occurs.
As you see in the graphic below, 90 percent of the time people spend on a mobile device is spent within apps. Mobile apps may not make sense for all businesses. You have to decide what your audience demands, and how you can most effectively communicate. Check out this recent post for more insights on mobile app dominance and achieving success through this channel.
This set of most important mobile marketing statistics tells you that your audience exists, is accessible and consumes high volumes of content through smartphones and tablets. Your challenge is to figure out the best communication plan based on your strengths and your audience’s accessibility.
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