61 Mobile Stats Any Marketer Can Use

When I’m asked about what the future of digital marketing will look like, mobile is one of my answers. I find myself searching for mobile statistics when preparing for a webinar or presentation and I figured you might be able to use them as much as I do. Numbers and statistics help us shape our strategy and mobile strategy will be vital if you’re going to be competitive.

Here’s a big list of mobile statistics that any marketer can use:

 

Mobile Usage

• 303 million Americans reported that they own a mobile device (CTIA)
• 96% of the U.S. Population owns a wireless device (CTIA)
• 26.6% of U.S. households are mobile-only, meaning that they do not own a landline phone (CTIA)
• 63.2 million Americans own a smartphone (comScore)
• 50% of consumers ages 25-34 have smartphones (comScore)
• 35% of smartphone users access the mobile Internet from their device (comScore)
• Two-year growth (2008 – 2010) of more than 2,000 percent in mobile-ready web sites. (DotMobi)

Consumer Behavior

• 82% of consumers have used their mobile phones in a store (Insight Express)
• 55% percent in a doctor’s office or hospital (Insight Express)
• 17% during a movie at the theater (Insight Express)
• 14% while flying on a plane (Insight Express)
• 7% percent during church service (Insight Express)
• 17% of mobile users have shown a clerk in a store a picture of a product on their mobile phone
• 45% of users check their mobile devices first thing in the morning (Insight Express)
• 1/3 mobile searches have local intent (The Kelsey Group)
• 1/3 of all mobile users already actively engage with Web content on their mobile phones (comScore)
• 53% of smartphone users routinely engage in mobile Web browsing activities
• E-mail represents 41.6% of mobile Internet time for users in the United States (Nielsen)
• 86% of mobile internet users are using their device while watching TV
• Average US mobile user spends 2.7 hours socializing per day on a mobile device

Mobile eCommerce

• 8% of total eCommerce sales will come from mobile by 2014 (ABI Research)
• Mobile coupon users in North America increased more than tenfold in 2010. Triple-digit increases are expected in both 2011 and 2012. (Yankee Group)
• $2.37 billion of mobile coupon transactions will take place in North America in 2013, up from $5 million in 2010. (Yankee Group)

Apps

• Apple hosts more than 350,000 mobile apps in the Apple App Store
• Apple offers more than 65,000 iPad apps
• Currently more than 150,000 apps in the Android Market
• There were 10.9 billion worldwide app downloads in 2010 (International Data Corp)

Advertising

• U.S. mobile advertising spend was estimated at $743.1 million in 2010 (eMarketer)
• Display mobile advertising spend will reach $334.5 million in total ad spend by the end of 2011, up from $202.5 million in 2010 (eMarketer)
• Spending for ads delivered via mobile apps in the U.S. will explode from $305 million in 2010 to $685 million in 2011 and more than $8 billion by 2015 (Borrell Associates)
• Google currently dominates mobile search advertising, with an ad revenue market share of 91.4 percent.
• 21% of Google’s largest advertisers have a mobile-optimized Web presence. (Google)
• 47% of mobile application users say they click or tap on mobile ads by mistake more than they do on purpose. (Harris Interactive Survey)
• Mobile search advertising spend will reach $295.1 million in 2011 (eMarketer)
• Mobile video advertising spend will reach $50.8 million in 2011, up from $28.3 million in 2010 (eMarketer)
• Mobile made up 3% of total online advertising budgets in 2010. This number will grow to 5% in 2011. (IDC)
• Mobile advertising is four-to-five times more effective than online advertising (InsightExpress)
• iPhone users are more likely to respond to a mobile Web ad than owners of other smartphones. (Luth Research on behalf of the Mobile Marketing Association)
• For smartphone users, seeing a mobile ad triggers a response with 43% of consumers seeing an ad (Luth Research on behalf of the Mobile Marketing Association)

QR Codes

• 65% of consumers have seen a QR code (MGH)
• 49% Of those respondents who had previously seen a QR code have used one (MGH)
• 72% of smartphone users would be likely to recall an ad featuring a QR code. (MGH)
• 35% of U.S. shoppers were interested in using QR codes as shopping tools (In-Store Marketing Institute conducted by Catapult and Ipsos OTX)
• Among those who were identified as being interested in QR Codes, 87% responded with an interest in using QR codes to gain coupons, deals or discounts. (MGH)
• 60% of those interested in using QR codes would use them to make a purchase. (MGH)

SMS / Text Messaging

• SMS will make up 24% of total U.S. ad spend in 2014, down from 44 percent in 2010 (eMarketer)
• Consumers worldwide will send more than 7 trillion SMS messages in 2011. (ABI Research)
• 36% respond to ads within text alerts, while only 11 percent responded to display ads on mobile Web sites.
• The US sends 187.7 billion text messages every month. (CTIA)

Video

• Mobile video has higher viewer retention than online video, with 94 percent in the first 10 seconds compared to only 81 percent on the PC Internet. (Rhythm NewMedia)
• The number of U.S. mobile users who watch videos on their devices has increased more than 40 percent year-over-year in both the third and fourth quarters of 2010, ending the year at a grand total of almost 25 million people, according to a mobile video report from Nielsen
• These consumers watched an average of four hours and 20 minutes of mobile video per month in both the third and fourth quarter of 2010, which equals a 33 percent and 20 percent year-over-year bump in each quarter (Nielsen.)

Tablets

• 10.3 million tablet users in 2010 and that number is expected to reach 82.1 million by 2015 (Yahoo Research)
• Tablet sales will grow to 36% of U.S. PC sales, outselling notebooks/mini-PCs, which are expected to be 32% of overall PC sales (Yahoo Research)
• iPad users are open to advertising, especially if coupled with an interesting video (49 percent) or interactive features (46 percent) (Yahoo Research)

Social Media

• 80 Million Twitter mobile users
• 200 million Facebook users use the service on their mobile phone (Facebook Blog)
• 200 million YouTube views per day (YouTube Blog)
• Women aged 35 – 54 are the most active group in accessing social networks with mobile  (Nielsen)
• 30% of smartphone owners have accessed social networks via browser (comScore)
• Nearly 1 in 5 Smartphone Owners Access Check-In Services Via their Mobile Device (comScore)

I hope you’ll be able to put these mobile statistics to use.

Scott S. Bishop is editor for Real Time Marketer and a marketing strategist with a specialty in social media.  He is an avid blogger and active across the net.  He is @thescottbishop on Twitter.

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