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Katrina Wotten By Katrina Wotten • December 20, 2017

18 Mobile Stats To Consider For Your 2018 Marketing Strategy

Have you checked your phone today?

If I had to guess, I'd bet you have, probably more than once, considering (on average) we check our phones 47 times a day! (Deloitte, Mobile Consumer Survey 2017)

Mobile users are obsessed with their phones (count me in, I can't get enough!). We use our phones for any number of mundane tasks. We might argue that it makes those tasks a little more enjoyable or convenient. From booking appointments, creating lists, setting reminders, sending emails, messaging friends, playing games, to shopping, our smartphones have become a permanent fixture in our daily lives.

It's time to utilize the power of mobile as was done in the past, for once new, but now traditional media channels (radio, television, direct mail). It's time to make mobile part of our marketing strategy. Not in the exact, same way as we did with traditional channels, but in a way that aligns with the shifting consumer journey. Never before have we been able to reach consumers on such an intimate level. The best part, consumers are opting in to engage with brands!

Here are 18 mobile marketing statistics that explore why mobile is a crucial component of any marketing strategy.

1. There are 4.92 billion mobile users globally. That is equal to 66% of the total population and is a 5% increase from 2016. From 2016 to 2017 mobile has grown by more than half of the previous year's growth. We went from 81 million new mobile users in 2016 to 222 million new users in 2017 (We Are Social). If it wasn't already, I think it's safe to say mobile is here to stay.

2. On average, mobile users spend 87 hours/month on their device. That's 1,044 hours / year. That means users are spending 12% of their time browsing on mobile. (Smart Insights)

3. 9 out of 10 consumers would like to use messaging to talk to businesses. Messaging has become the consumer-preferred channel for communication. It can be an excellent tool for customer service. (Twilio) For a list of ways to engage consumers using mobile, check out 25 Ways to Use SMS.

4. It is predicted that by 2020, 48.7 million consumers will opt-in to receive business SMS. At the end of 2016, that number had reached 37.2 million. "These numbers make SMS the fastest growing marketing channel." (textlocal)

5. 32% of senior mobile experts surveyed see "creating personalized customer experiences," as their greatest long-term growth potential for mobile products. (Incite Group) There is an incredible opportunity to build customer databases that will help segment your mobile users for more effective marketing messages. 

6. SMS has a higher response rate than mobile advertising. For example, 8% of mobile users who received an SMS message has gone in-store to make a purchase compared to only 4% of mobile users who saw a mobile ad. In the image below SMS rates higher in every category compared to Mobile Advertising. (textlocal)
SMS response rate

7. Google owns 96% of mobile search traffic. If you're looking for a location to improve your mobile search traffic Google is where you want to be (Net Market Share). Mobile has created a search obsessed culture in Canada, allowing for "quick, useful advice across a wide range of topics." This means as marketers it's possible to re-imagine your role in helping consumers make decision. (Think With Google)

8. Response rates from SMS are 209% higher than from phone calls, Facebook, or email. Not every text will result in a sale, however, 29% of targeted customers will respond to text messages and 47% of those responders go on to make a purchase. Using SMS as a marketing tactic can help expand your reach and generate another touch point. (Emarsys)

9. 47% of consumers prefer using native SMS as their messaging app of choice. Facebook Messenger follows this at 21%. (Twilio)

10. Mobile users are 5X more likely to abandon a site if it is not optimized for mobile. With that, 52% of user said a bad mobile experience made them less likely to engage with a company. If you want consumers to share their experience with friends you want it to be a positive experience. Optimizing your site for mobile is an important step towards a seamless user experience. (Experience Dynamics 2015)

11. The most popular screen size for mobile devices is 5 inches to less than 5.5 inches. When creating content it's necessary to understand how the consumer is viewing your content. (Tech Crunch)

12. The average load time for a mobile landing page is 22 seconds. However, 53% of visits are abandoned if it takes longer than 3 seconds. Meaning load times longer than 3 seconds are an issue. Mobile users want a "fast and frictionless mobile experience and basics like load time can make or break you." (Think With Google)

 mobile-page-speed-new-industry-benchmarks-01-21

13. 71% of teens say they spend an average of 3+ hours per day watching videos online. If you haven't already, looks like it might be time to ramp up your video content. (Think With Google)

14. Mobile adblock usage grew by 108 million to reach 380 million devices. AdBlock usage has become mainstream across all generations. (PageFairThis is why #8 can be very useful; SMS is a powerful tool when it comes to reaching and engaging your consumers. 

15. 24% of marketers plan to add messaging apps to their content strategy in the next year. (HubSpot, State of Inbound)

16. 57% of users say the main reason for not downloading apps is that they don't see a need for them. This is followed by 25% saying they don't have space on their phone. (Deloitte, Global Mobile Consumer Report) While apps can be useful in some cases, they are also expensive to create. For 2018 consider alternative engagement tactics that don't require apps such as mobile contests, coupons, or gift-with-purchase. 

17. 53% of all teens are likely to make a purchase on their mobile device. Compared to 30% of those ages 18-24 and 43% of those ages 24-34. (Think With Google)

18. The results show that 92% of US mobile phone users use their phone while out shopping. 81% use it while at a restaurant and 89% use their mobile device while watching TV. (Deloitte, Global Mobile Consumer Report)

There you have it, 18 mobile statistics to help you plan for your 2018 marketing strategy. Let's break them down into three key insights to take with you into the new year:

  • SMS is an effective method for consumer engagement. With higher response rates than traditional media channels and more consumers opting in to communicate with businesses, SMS will be an important channel for marketing communication and customer service in 2018.
  • Optimizing your website for mobile is no longer an option, it's an absolute necessity. Not only do consumers expect a smooth user experience, mobile commerce is growing and more consumers are shopping on mobile.
  • Mobile is not specific to Gen Z, Millennials, Gen X or Baby Boomers, it has managed to infiltrate all generations. And while some uses may differ, consumers from all generations can be reached on mobile.

    Discover more about how you can engage with consumers on mobile using easy to deliver mobile marketing campaigns.
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