This informative guide covers key statistics from multiple regions of Mobile Marketing Statistics 2017 – usage, apps, mobile search, video, mobile ad spend, shopping etc.
I believe there’s around 38 mobile marketing statistics covered here. Certainly 50 plus, should you account for the fun details sprinkled throughout.
However that makes no difference. Transpire here wasn’t to produce a massive selection of stats. But instead to construct probably the most compelling stats surrounding mobile marketing. Hopefully, this data can help fuel your mobile online marketing strategy for 2017 and beyond.
MOBILE SEO & SEARCH (AND GENERAL GOOGLE STATS)
Mobile and Search Engine Optimization are so intertwined now, the term “Mobile SEO” has become somewhat redundant.
Let’s take a quick look at Google’s algorithm updates for mobile search:
April, 2015: Google unleashed “Mobilegeddon”, an update for their search formula to rank mobile-friendly websites higher.
May, 2016: A second iteration of Google’s first mobile-friendly update, in order to continue improving the mobile user-experience.
January, 2017: Google Intrusive Interstitials Mobile Penalty (Pop-up ads)
2017: Google’s Mobile First Index. Google announced late 2016 their intends to index and rank pages in line with the mobile form of an internet page, instead of the desktop version.
When is Mobile First Index launching
Who knows… in March, 2017 Google’s Gary Illyes said They behind the mobile-first index wants it to.
Ranking #1 in Google includes a 23.5% mobile clickthrough rate, lower from 28.6% in 2015 – Advanced Web Ranking (2017)
It appears as if Google’s introduction of 4 ads in search results has impacted mobile a great deal. Much more than desktop, with a lot.
Mobile CTR for that #1 Position on desktop in 2017 is 29.2%. #1 Position in 2015 was 27.%. So, a considerable stop by 24 months time, although not nearly as large as mobile shedding from 28.6% to some 23.5% ctr.
48% start mobile research from search engines like google – Smart Insights (2017)
What’s interesting is always that a lot of mobile users Do not begin their research using search engines like google. 33% go straight to the website they need, while 26% having an application.
Google drives 94% of mobile search traffic, adopted by Yahoo at 4% and Bing at 1% – NetMarketShare (2016)
Google dominates with regards to mobile search. And clearly, they’re the very best dog with regards to desktop search too. Only having a mere 81% search engine market share.
Google holds a 95% be part of mobile compensated search ad clicks – Merkle (2016)
Merkle’s Internet Marketing Report from 2016 highlights simply how much Google continues to be pushing for revenue development in the mobile sector.
Based on the report, “This increase of mobile ad volume is driving average cost-per-click (CPC) lower and cannibalizing search visits, but it’s ultimately propelling Search spending to some six-quarter high
MOBILE SEARCH: LOCAL & LOCATION-TARGETED ADS
Mobile searches with local intent are rising, and advertisers are putting more income into such things as location-targeted ads to take advantage of the popularity.
Local searches are increasing 50% quicker than mobile searches overall – Search Engine Land (2016)
Based on Google, another of mobile searches are local. Which local searches on cellular devices are increasing 50% quicker than mobile searches in general.
This really is likely true. And sure the main reason Google has started putting more focus on local map ads in search, especially important for local search advertisers.
Location-targeted mobile ad spend will grow from $12.4 billion in 2016 to $32.4 billion in 2021 – BIA/Kelsey (2017)
Location-based ads include individuals targeting users inside a given location, and/or targeting users searching with local intent (i.e. “plumber dallas tx“).
It’s hard to see internet search engine results by location since Google removed this selection. But you may still find multiple solutions available to view SERPs by geo-target location.
Mobile is among the fastest growing areas for geo-targeted media. Advertisers are seeing great return with location-targeted ads on cellular devices. Within the a long time, 1 / 2 of all ads may be location-targeted.
MOBILE PAGE LOAD SPEED, AMPS, & AFFECT ON TRAFFIC
Page Load Speed is basically how long it requires for any web site to completely load. As well as in mobile, pages will typically take a lot longer to load.
I really just discovered this nifty little tool, while penning this. I do not know where else to place it, so I’m sticking it ry-chee-ruh! Presuming you trust Google’s statistics, browse the effect mobile speed can have on your ad revenue.
Google’s Faster Mobile Pages (AMP) constitute 7% of visitors to US publishers – Adobe Analytics (2017)
Google’s Faster Mobile Pages (or AMPs), introduced in October 2015,
should deliver lightning-fast web surfing. By serving pages through their very own servers, Google has the capacity to load content from search engine results with amazing speed.
For individuals different, AMP pages are something you need to create yourself. Essentially, another form of your internet pages that comply with the AMP Project specifications.
What’s the return
Well, typically AMPs have proven promise – the quantity of AMPs on the internet have become 405%, and also the Washington Publish appears to have increased return visitors by 23% thanks to AMPs.
BUT, there’s always another side towards the story. Based on the Wall Street Journal,
Multiple publishers stated an AMP page view presently generates around half just as much revenue like a pageview on their own full mobile websites.”
Who knows. The Amp Project continues to be in the infancy, so can be
Avg. pageload speed on mobile sites is 22 seconds – Think With Google (2017)
Based on Google, the typical time that it requires to fully load a website landing page on mobile is 22 seconds. Yikes! I’m really pleased to see Google was using Webpagetest.org for his or her research. This will be our go-to for site speed analysis! I recommend.
It was years ago that Google told us page load speed would be a ranking factor. And, more lately Google confirmedthat mobile page load speed is a mobile ranking factor. But regardless, don’t you need to show consumers what it’s you’re offering? Why, using the pointless friction? Repair it!
53% of mobile pages are abandoned if more than 3 seconds to load – DoubleClick (2016)
I’ll admit to carrying this out. If I’m on my cell phone, and then click something within the search engine results which i think is what I’m searching for……. and there’s like, any noticeable delay at all…. I immediately hit the rear button and say “Nope. Sorry”. I promise, I really state that, aloud.
A 10s page load the years have a 123% greater bounce rate than the usual 1s page load time – Think With Google (2017)
Bounce rates are the speed where a person first lands online leaving without visiting another page. Therefore if a person clicks an internet page in the search engine results, they’re far more prone to bounce, when the page takes way too lengthy to load.
MOBILE-FRIENDLY DESIGN STATS
The mobile trend is not a pattern, but instead a movement. Whether your small business is service-based, e-commerce, Business to business, no matter. It’s imperative that your site is completely mobile-friendly.
Don’t trust me? Just look into the stats below.
Users are 5x more prone to leave a website that isn’t mobile friendly – Google Small Business (2016)
And when i state “mobile-friendly”, I’m speaking in regards to a completely functional responsive site design. Responsive, instead of a mobile form of a website that gives different URLs on mobile (i.e. m.flickr.com).
Mobile versions generally have a much worse consumer experience than when the site were responsive or maybe the website was created exclusively for desktop.
You can aquire a wise decision of methods mobile-friendly your internet site is with Google’s tool here. If you wish to go a measure beyond, i then suggest heading on to Screenfly to check on your website responsiveness on all devices and screen resolutions.
62% of Business to business marketers & 51% of B2C marketers have enhanced their blogs for mobile to be able to improve SEO – Social Media Examiner (2016)
A totally responsive website design allows the information in your blog, and all of your site to adjust to all devices and screen resolutions (sizes). Responsive is supposed to improve functionality and readability of content on mobile, tablet, or desktop.
And guess what? Mobile-friendly is an SEO ranking factor, which Google first announced back in 2015
In Social Networking Examiner’s 2016 survey, 54% of marketers say their blog is enhanced for mobile. This really is up from 50% in 2015, and 43% in 2014.
MOBILE USAGE, INTERNET, & WEB TRAFFIC STATISTICS
In a global scale, smartphone usage is exploding. And not simply within the U.S. and The United States. The huge shift to smartphones is happening in most markets worldwide.
What’s the Global Device of Choice
Individuals running around the Android operating-system. 86% of smartphones offered are operated by Android, versus 13% running on Apple’s iOS.
69% of digital media time is allocated to mobile – comScore (2017)
comScore’s new report (“2017 US Mix-Platform Future in Focus“) reveals digital media consumption keeps growing, which nearly 70% comes from mobile usage. Not terribly surprising, but something else to assist reiterate mobile’s dominance.
Over 8 in 10 online users uses a smartphone to gain access to the net regularly in 2017 – eMarketer (2017)
The quantity of U.S. desktop/laptop only online users is dwindling – lower from 25 million in 2015, to 18 million individuals 2017. And likely to be lower to 11 million desktop-only users by 2021.
Meanwhile, Mobile-only online users have become 28% within the last 2 yrs alone, at 41 million U.S. in 2017.
77% of american citizens possess a smartphone, up from 35% this year – Pew Research (2017)
This can be a awesome statistic. But honestly, I’m surprised smartphones haven’t eclipsed 90% in the usa yet.
This baby includes a smartphone! And guess what happens? He’s going to close an enormous deal!
Over fifty percent of website traffic originates from mobile or tablet – Stat Counter (2016)
In October, 2016, global internet usage finally grew to become mobile, with mobile/tablet eclipsing desktop 51.3% to 48.7%.
For this reason among the first things we glance at with new customers is when mobile-friendly the website truly is.
Make sure at the very least you’ve checked the following:
- Mobile pageload speed
- Googlebot rendering
- User-Experience (UX) metrics in Google Analytics
- Clear calls to action on mobile
- Functionality on mobile
- Element sizing for different resolutions
- Content overlap
68% check their phone within fifteen minutes of getting out of bed – Google Micro-Moments (2015)
That’s two-thirds of smartphone users – checking facebook news feeds, seeing the number of likes their Instagram photo got, checking email, and tweeting how a full day goes – within fifteen minutes of getting up.
30% even admit getting “anxious” once they do not have their phone together.
US consumers spend 5 hrs each day on cellular devices – Flurry Mobile (2016)
5 hrs each day on cellular devices – this really is up 20% from 2015. And many of the time is put in apps, instead of browsers.
Facebook and Facebook-owned Instagram and WhatsApp dominate the greatest tell 19% of individuals 5 hrs.
MOBILE SOCIAL MEDIA USAGE (SOCIAL APP STATISTICS)
Millennials are goin nuts y’all!
Easy there. My fellow Millennials and that i do indeed spend our great amount of your time Facebooking and Instagramming on the smartphones. BUT, can you think that Generation X is more addicted to social media than us Millennials? Eat that Obama!
Anyway, it’s obvious that social networking and social media usage on mobile is very large. And it is still increasing
80% of social networking time is allocated to a mobile phone – comScore (2016)
Mobile dominates with regards to social networking. And Facebook dominates with regards to social networking on mobile.
1.15 billion of Facebooks 1.23 billion daily active users are mobile – Facebook (2017)
By making use of this massive audience, marketers can improve brand awareness, generate targeted leads, promote something new, and other great tales.
The primary benefit of Facebook advertising (apart from its achieve) is segmentation. You are able to segment your ad achieve hitting the right audience.
82% of Twitter users are being able to access using their mobile phone – Venture Beat (2016)
And just for fun, here are the Top 3 most popular tweets of 2016!
M-COMMERCE (MOBILE SHOPPING STATS)
Let’s say you sell stuff online, mobile e-commerce is essential for you. I do not such as the term “m-commerce“… pointless, I simply think it may sound dumb. Anyway, here are a few mobile shopping statistics. Enjoy!
78% of shoppers designed a purchase on their own mobile phone in 2016 – The Financial Brand (2017)
It’s taken a couple of years, but we’re now at the stage where many people are comfortable buying online. Now that more websites are mobile-friendly, with application development and usage increasing, users have made the decision they’re greater than comfortable shopping on their own smartphone.
36% obtained a physical product. And 33% designed a payment utilizing a mobile application, up from 16% from 24 months prior (2014).
Mobile comprises 21% of internet spending – comScore (2017)
Data outlined in comScore’s M-Commerce Report comes from Q4, 2016, so super recent. And from the marketing perspective, the information is much more relevant, because this includes holiday purchasing.
From the $109.3 billion spent online in Q4, $22.7 billion (21%) was on mobile. This really is up from the mere 4% this year. So going from that to now 21%, it’s reliable advice that at some stage in the long run, mobile will exceed desktop in e-commerce purchases.
Shopping cart software abandonment rates are 78% on mobile (versus 63% on desktop) – Barilliance (2016)
While spending on mobile is increasing, shopping cart abandonment is a great concern for mobile marketers.
That said, here’s a positive takeaway for mobile marketing. According to the Barilliance report, “Retailers who retargeted users who abandoned their cart with shopping cart abandonment email saw conversions of 17.6% from these emails”.
According to ventureburn.com a few of the friction points causing mobile cart abandonment range from the following:
- A long checkout process
- Poor mobile design
- Pageload speed
- Registration forms
MOBILE ADVERTISING (OVERALL SPEND, FORECAST PROJECTIONS, & Impact ON CONSUMERS)
This includes more general stats about mobile advertising, and figures on mobile ad spend in general. You’ll find more specific mobile ad stats sprinkled throughout this short article – like stats on Video ad spend, Native (In-Application) ad spend, etc.
Worldwide, $143 billion is going to be allocated to mobile ads in 2017 (two times those of 2015’s $71 billion) – Moinstall (2017)
An absolute positive for mobile advertisers, especially individuals who’ve recently been honing their mobile ad targeting skills.
However, I still believe that mobile advertisers are behind this trend a little. For instance, oftentimes within our paid search for clients we dominate a current advertising campaign account. Also it still boggles my thoughts that lots of have no idea have bid adjustments setup, mobile versus desktop.
U.S. mobile ad spend will grow from $33 billion in 2016 to $72 billion by 2021 – BIA/Kelsea (2017)
Without doubt, the sheer amount of U.S. smartphone usage is driving the elevated spend in mobile. And smart digital marketers are seeing great return by focusing much more of their efforts on mobile advertising.
$.55 of each and every $1 allocated to mobile advertising is wasted – Forrester (2016)
Forrester’s study discovered that only 27% mobile ads led to an optimistic response, and estimates that 55% of mobile ad spend is wasted.
70% of individuals dislike mobile ads – HubSpot (2016)
The factor is, if a lot of your audience dislike your ads, you’re doing the work wrong. You’re tossing away money, and you’re pissing people off, likely hurting your brand, and also you most likely have no idea understand it.
I happened across an excellent article by #VideoDesign, which details why people hate ads. Recommend! Emily Winsauer sums up well with “People feel overwhelmed, interrupted, and stalked by bad digital ads, however they don’t really mind the great ones.”
Mobile ad blocking has elevated 90% year-over-year – PageFair (2016)
Adblocking went mobile. And also to great scale. Based on PageFair’s report, 2015 demonstrated a 90% increase (YoY) in mobile ad blocking for web as well as in-application advertisements.
Globally, 419 million smartphone users utilize ad blocking tools, comprising 21% from the 1.9 billion smartphone users overall.
MOBILE VIDEO MARKETING & VIDEO CONSUMPTION
Video advertising is extremely popular. And video traffic on mobile particularly, is forecasted to grow 50% every year through 2022. So be prepared to learn more about mobile marketing with video within the several weeks and a long time.
Video ad spend might find double-digit growth each year through 2020 – eMarketer (2016)
Technically, this statistic isn’t specific to mobile. Consider video is rising with mobile, it’s greater than relevant.
And, according to Ericsson’s Q3 2016 Mobility Report, mobile video traffic will see 50% growth every year through 2022.
92% of shoppers share mobile videos with other people – HubSpot (2016)
And if you’re able to get creative, you will get an enormous achieve together with your video. Such as this clever video ad about mortgage bailouts, having a lady dancing without anyone’s knowledge within what seems to become a static photo. This video ad from Lower My Bills generated 3.4 million views around this publish.
YouTube videos on mobile possess a greater achieve than TV, even during prime-time hrs – Think With Google (2016)
Caveat: The stat goes, “YouTube reaches more 18-49 year olds during prime time compared to top ten network shows combined
So take having a touch of suspicion. This statistic comes from Google, and it is certainly getting used to kick’em while they’re lower – tv that’s.
Individuals figures really are a bit vague. We have no idea exactly the number of individuals are watching, or if anyone funnel compares to matching the achieve of network TV programming.”
Regardless, we all can agree, YouTube includes a shit-lot of viewers.
MOBILE EMAIL STATISTICS
E-mail marketing originates a lengthy way since Hotmail was introduced back in 1996 the very first web-based email service. I believe I have a hotmail account somewhere available.
Mobile has altered the landscape for e-mail marketing. Users prefer email having a responsive design. Email is something in mobile marketing where I’m visiting a large marketing lag behind consumption growth.
56% of email is opened up on mobile – Litmus (2016)
It was April of 2016, where Litmus reported an archive-breaking 56% of email opened up in mobile. It is really an 8% rise in mobile email opens YoY.
Emails having a responsive design get 24% more clicks mobile – YesMail (2015)
I had been trying to not give a stat from before 2016, but this is actually the newest data I possibly could find. However, Yesmail’s e-mail marketing report uses data from Q4 of 2015, so not terribly distant.
Yesmail’s mobile email report claims that “Brands which have fully accepted responsive design see 24% more clicks originating from mobile than individuals which have not employed responsive design”.
Emails having a responsive design get 24% more clicks mobile – YesMail (2015)
Sounds in my experience just like a good chance for email marketers. For individuals interested, here’s a comprehensive guide on responsive design for email.
APP USAGE & ADVERTISING, & NATIVE (IN-APP) ADS
In-application ads are among the fastest growing types of mobile advertising. More brands and agencies are realizing the disparity between your time individuals are spending in apps in comparison to the allocation of ad spend within this medium.
900 billion hrs were put in apps worldwide in 2016 – App Annie (2017)
This really is 150 billion hrs greater than the year before. And when you’re thinking it’s all from gaming apps, reconsider.
Application Annie’s report implies that non-gaming apps (i.e. banking and shopping apps) contributed more towards the growth than gaming apps did.
86% of smartphone users time is put in apps (14% in browser) – eMarketer (2016)
With regards to the % of smartphone time put in apps, Americans spend 86% in apps, and 14% in browsers.
And here’s phone 5 best most used iOS apps,courtesy of Moment.
5 from 10 apps are just used 10 occasions – Adobe (2016)
And also over 20% of times an application can be used just once.
Since it was “not useful”, reported by Adobe, for those age ranges because the top reason behind deleting an application. Adobe’s report states effective “apps should be helpful, functional, and finest-in-class”.
Native (In-Application) Ads can make up 63% of mobile banner advertising by 2020 – IHS (2016)
This could constitute $53.4 billion in advertising spend.
Native ads in mobile are just like the backed ads the thing is inside your Facebook news feed. The Mobile Marketing Association defines native ads as “a mobile advertising method that the advertiser tries to gain attention by supplying content poor the user’s experience. Native ad formats match both form and performance from the consumer experience that is positioned.Inches.
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