How mobile marketing is dominating digital marketing?
Answers
"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May.
The mobile statistics that the team at Smart Insights curate in the regular updates to this article are grouped under these headings for key questions marketers need to answer about mobile to help them compete:
Q1. Time spent using mobile mediaQ2. Percentage of consumers using mobile devicesQ3. How many website visits are on mobile vs desktop devices?Q4. Mobile conversion rates vs desktop and visit share for Ecommerce sites?Q5. Mobile app vs mobile site usage?Q6. How important are mobile adsQ7. What percentage of Google Searches are on mobile?The United States and United Kingdom are the main countries covered for which there are many reports. At the end of the article we also cover the main European markets featured in a recent Nielsen online media report, i.e. France, Germany and Italy (Spain not covered)
Well, we're now past the mobile Tipping Point shown in the chart below as this 2017 mobile usage report from comScore shows, based on percent of mobile minutes spent online.
So it's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices, often alongside larger format devices and what their preferences are.
To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, I will keep this post updated throughout 2016 as the new stats come through to support our 120 page Expert members Ebook explaining how to create a mobile marketing strategy. We also have this free briefing for Basic members explaining how to create an overall digital marketing strategy - which many businesses today still lack.