As the latest studies and statistics reveal ,the last 12 months are another increase in the importance of mobile devices and further smartfonisation of society. The end of the year is a time for summaries, so we collected the most interesting data presenting scale of development of mobile and mobile marketing technologies.
There are already over 3.5 billion mobile internet users in the world, which represents almost half of the total population. The global share of mobile devices in online activity is 52.64%. It is estimated that every day we spend almost 3.5 hours using the Internet through mobile devices. In 2018 this time will be further extended.
We cannot imagine life without a smartphone. 89% of people use a smartphone while watching TV. For 88% of tourists smartphone is the most important thing, without it they cannot imagine their journey. With only one click in application we order a taxi, or more often we make payments through device. Social media, games, video are the most popular contents on mobile showing both Selectivv website internal data and research, such as ComScore. It is also important to remember about two global players that have dominated the ranking of applications. Google and Facebook have 9 of the 10 most popular applications in the world (data from Statista).
According to App Annie, more than 3.5 million applications are currently available on Google Play, while Apple App Store has over 2 million. According to Statista data, both stores last year recorded 197 billion downloads, and by 2021 this number will increase to over 350 billion. Analyzing the statistics, one can conclude that the generally known 80/20 rule also works in the case of mobile. 80% of the time we spend in this channel using 20% of mobile applications installed on the phone. The average user has 5 favorite applications. It is worth noting that the first most frequently downloaded application is active for 45% of the time, and the fifth one is only for 4%.
It turns out that more than 80% of time we spend in social media on mobile devices. 54% of FB users use the application to view content on the site. 87% of the revenue from advertising displayed on the site is generated by mobile. The difference in the use of technology can be seen between users of Twitter and LinkedIn. Even 82% of the first use the service through a mobile application, while others choose a desktop - only 41% actively use the application.
Statistics indicate the growing advantage of mobile technologies in case of Google search. Their number on mobile devices has already exceeded half of all queries. A lot of them involve local searches. 88% of people who are looking for information about services or products in the nearest area use search results or visit a given location within 24 hours.
The most active group of smartphone and tablet users are people cover an age range of 18-39 years. In this group, up to 69% of users start their shopping on a mobile device. 44% of them use a tablet to find the right offer. Already 70% of users declare that before making a purchase in a traditional way, they first look for information about the product they are interested in on their mobile device. Studies also imply that while staying in a stationary store 90% of consumers use a smartphone. During this time 54% of them compare prices, 48% look for additional product information, and 42% check opinions on the viewed product. Knowing that mobile devices are an increasingly important in the purchase process, it is worth asking the question, what actions are able to encourage users to visit a particular store or take advantage of a given offer? It turns out that for 57% an attractive incentive would be the availability of mobile coupons, and 76% would buy in a given store, if a loyalty program was available in the mobile channel. Only in 2016, mobile devices, excluding tablets, brokered sales of 60 billion dollars. This is only a fraction of 1.05 billion dollars from traditional sales. It is estimated that this amount will increase up to 10 billion dollars in 2021.
The latest forecasts assume that 60% of online advertising in the coming year will be dedicated to the mobile sector. The above statistics show that advertising campaigns for mobile devices are one of the most important challenges in the coming year. Knowing that the perception of advertising in traditional media and even on the desktop differs from that one on mobile devices, in 2018 we should definitely and boldly bet on designing strategies specifically for smartphones and tablets.
Zenith: "Zenith forecasts 75% of internet use will be mobile in 2017"
Statista: "Mobile internet traffic as percentage of total web traffic in August 2017, by region"
eMarketer: "Top 5 Stats to Know About Mobile Usage"
Deloitte: "Device addiction shifts to device etiquette"
AppAnie: "Top Predictions for the App Economy in 2018"
Nectafy: "Mobile Trends & Statistics That’ll Change Your Whole Marketing Strategy"
comScore: "Cross-Platform Future in Focus"
Aumcore: Mobile marketing statistics for 2018
MarketingLand: "Survey: 90 Percent Of Retail Shoppers Use Smartphones In Stores"
Adweek: "Facebook Raked in $9.16 Billion in Ad Revenue in the Second Quarter of 2017"
Foresster: "Mobile will influence $1,4 trillion in offline sales by 2021"
