There are many scattered statistics about mobile advertising, but what do they mean for marketers? Below are the top insights we gleaned after reviewing dozens of statistics about mobile usage across the US. Read on to see what this data means and why it matters for your brand.
1. People are connected to their phones. A mobile device is now an integral part of daily life for most consumers.
- There are 5x as many cellphones in the world as PCs. (ImpigoMobile)
- 91% of adults keep their smartphones within arm’s reach. (Morgan Stanley)
- Tablet and smartphone users spent an average of 94 minutes with a mobile device, but only 72 minutes on the web through other methods. (Blog.flurry.com)
2. Mobile drives people to action more than any other platform.
- 9 out of 10 mobile searches lead to action. (SearchEngineLand)
- More than 50% of mobile searches lead to sales. (SearchEngineLand)
- 50% of survey respondents report responding to a text offer, and of that group, 32% have scanned a coupon via a QR code. (Marketingcharts.com)
3. Marketing on mobile devices reaches a hIgh percentage of customers quickly.
- Brands using SMS successfully reach 95% of smartphone and non-smartphone users. (GoMoNews.com)
- 90% of text messages are read within 3 minutes of delivery. (ImpigeMobileStrategy.com, 2011)
- 70% of mobile searches lead to action within one hour. (MobileMarketer.com)
4. Mobile ads outperform desktop ads. Most marketers haven't caught up yet because mobile ad spend is still lagging.
- Mobile perform 4-5x better than online ads for key metrics such as brand favorability, awareness and purchase intent. (Neilsen Study, 2012)
- The Weather Channel gets 600-700% higher CTR on mobile display ads than on desktop. (MobileMarketer.com)
- Adults spend 10.1% of their media time on mobile, but only .9% of ad spends are on mobile. (eMarketer.com)
5. Mobile bridges the online and offline world.
- 74% of people use their mobile phone to help them while shopping, with 79 percent making a purchase as a result. (ImpigeMobileStrategy.com)
- 81% of smartphone users have done product research from a smartphone, and 50 percent have made a purchase via their phone. (Prosper Mobile Insights)
- Mobile coupons receive 10x higher redemption rates than print coupons. (GoMobileBook.com)
6. Consumers expect instant gratification with mobile. They don't have the patience to wait.
- 60% of mobile users expect a site to load in 3 seconds or less. (Compuware.com)
- 42% of tablet users simultaneously use their tablets while watching TV. (Nielson.com)
- 74 % are willing to wait only 5 seconds for a site to load before leaving. (Compuware.com)
7. Mobile enables location-based services and opportunities to expand geolocation.
- 95% of smartphone users have used their mobile devices to look up local information. After doing so, 61% called the store and 59% visited. (Compuware.com)
- As of October 2013, 40% of smartphone users reported having scanned a QR code and purchased afterwards. (Mad Mobile News)