8 Mobile Marketing Stats to Help You Plan For 2016
Greg Miles | 5 January 2016
This article was first published at socialmediatoday.com, where Bumbl Founder and MD Greg Miles gave his thoughts on the latest, and most significant mobile marketing statistics. Below is the full article as it originally appeared.
There’s a good chance you’re reading this from a mobile phone.
The trend towards mobile has been on an upward trajectory for years, and now, officially, mobile devices have taken over desktop as the most popular way to browse the web.
Up until recently, the desktop experience was the primary focus for marketers, but in 2016, mobile strategy will play a critical role in the success of a growing number of brand campaigns. If you’re not convinced, take a look at these 8 mobile marketing statistics.
1. 80% of internet users own a smartphone
The number of smartphone users has reached a new high, and this figure is only going to increase as they become cheaper and more accessible around the globe. Choosing to ignore the mobile customer is not an option for brands that want to thrive in the modern landscape.
2. Apps account for 89% of mobile media time
It’s estimated that users spend an average of 1.8 hours on their smartphones every day, and mobile apps account for the majority of that time. Marketers should consider developing apps for their brand, as well as tapping into this growing audience with in-app advertising.
3. 68% of companies have integrated mobile marketing into their overall marketing strategy
It’s not just the savvy of brands that are taking advantage of the mobile market – it’s the vast majority. You can bet your competitors are attempting to engage with your potential customers via their smartphones – if you haven’t integrated mobile into your marketing strategy yet, it’s time to catch up.
4. 48% of consumers start mobile research with a search engine
In 2016 you need to have a mobile mindset when developing your website. Being mobile-friendly is important to Google, and it’s likely this will become a more significant factor as smartphone usage increases. How your content, product pages and layout appear on mobile will affect your search performance more than ever.
5. Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58%
Almost half of all internet users own a tablet, and these devices are now seeing better add-to-cart conversion rates than desktop. Tablets are often the go-to device for casual browsing and buying, and the tablet demographic tend to be higher income – and therefore less price-sensitive. As such, online retailers should give extra attention to the design and user experience of the tablet version of their site.
6. 57% of users say they won’t recommend a business with a poorly designed mobile site
Design is no longer just about the look of your website, user experience is paramount. Brands should consider implementing dynamic serving, which allows you to serve different website code to users with different devices, while maintaining a single URL.
7. 83% of mobile users say that a seamless experience across all devices is very important
Today we’re more connected than ever, which means having a consistent strategy across all user platforms can be extremely effective. Although certain design elements should be adjusted for different devices, brands should create a natural and fluid experience across different channels. This will help users seamlessly move through the buyer journey.
8. Mobile email opens have grown by 180% in the last three years
The ‘phone’ part of a smartphone is now just a feature, rather than a primary function. In fact, more people use their smartphones to open emails than those who use them to make calls. Marketers need to focus on creating the most compelling emails possible to maximise mobile open rates – responsive design is no longer a luxury – it’s a necessity.
Find out how we can help you with mobile strategy here.