Note: This article was originally published in 2012 and features statistics current to April 2012. Since then, mobile marketing has become exponentially more important as smartphone usage rates rise every year. As of 2021, over 50% of the world’s population owns and uses a smartphone. If you’re looking to partner with experts in mobile marketing and web design for mobile, get in touch with Stikky Media today to discuss your project.
Did you know that 90% of Americans who have a mobile device have it within three feet of them 24 hours a day? Or that nearly 42% of US mobile subscribers now use smartphones, along with with 44% of mobile users across France, Germany, Italy, Spain and the UK?
Mobile usage is exploding in terms of growth, yet marketers have been slow to jump on board. They’re missing out on a huge opportunity in mobile marketing—one that’s too important to ignore.
From mobile commerce to mobile travel to what mobile consumers fear the most, here are the statistics every marketer needs to know.
How 18- to 24-year-olds Feel About Mobile Marketing
- 1. 89% spend between 1 and 5 hours on their mobile device each day
- 2. Nearly 1 in 10 spend 5 to 10 hours on their mobile device each day
- 3. 20% of 18-24 year olds and 25% of 25-34 year olds feel neutral towards the idea of marketing messages via their mobile
- 4. Half of say they ‘like’ or ‘love’ receiving promotions on their mobile device
- 5. Nearly 1 in 3 would like brands to send them promotions through their mobile
- 6. 18% prefer to purchase products or services on their mobile phones rather than shopping in-person or shopping on their PCs
- 7. 34% feel it’s important that promotions come from brands they’ve used before
- 8. 40% only want deals that are relevant to them
(source)
Consumer Fears
- 9. 61% would still prefer to use their laptop, rather than their mobile phone, to make a purchase
- 10. 27% of consumers wouldn’t make a purchase on their mobile phone due to security concerns
- 11. 48% of respondents are concerned by the risk of phishing scams
- 12. 56% are worried about their credit card details being stolen as a result of using mobile commerce
- 13. 48% are worried about the risk of signing up to fake websites
- 14. Over half fear unauthorized access of their personal accounts
- 15. 66% don’t want brands to know their whereabouts, but 30% think it’s important that offers are close to their location
- 16. 54% say it is extremely important to be able to opt in/out of receiving promotional material
(source)
Mobile Usability: What Mobile Users Will and Won’t Put Up With
- 17. 71% of global mobile web users expect websites to load as quickly, almost as quickly or faster on their mobile phone compared to the computer they use at home—up from 58% in 2009. However, almost half (46%) said websites load more slowly on their phone
- 18. Nearly 60% of web users say they expect a website to load on their mobile phone in 3 seconds or less
- 19. 74% are willing to wait 5 seconds or less for a single web page to load before leaving the site
- 20. 50% are only willing to wait 5 seconds or less for an application to load before exiting
- 21. 57% of global mobile web users had a problem accessing a website in the past year and 47% had a problem accessing an app on their phone
- 22. More than 80% of mobile web users would access websites more often from their phone if the experience was as fast and reliable
- 23. Mobile users do not have much patience for retrying a website or application that is not functioning initially—a third will go to a competitor’s site instead
- 24. The majority of mobile web users are only willing to retry a website (78%) or application (80%) two times or less if it does not work initially
- 25. A bad experience on a mobile website leaves mobile web users much less likely to return to, or recommend, a particular website
- 26. Nearly half of mobile web users are unlikely to return to a website that they had trouble accessing from their phone and 57% are unlikely to recommend the site
Mobile Marketing and Travel
- 27. 29% have used mobile apps to find flight deals
- 28. 30% have used mobile apps to find hotel deals
- 29. 15% have downloaded mobile apps specific to upcoming vacations
- 30. 85% of international leisure travelers use their smartphones abroad
- 31. 72% post vacation photos while on holiday
- 32. 46% check into a location (Facebook, foursquare) while travelling
Top 5 Uses of SmartPhone When Traveling Domestically
- 33. Take Photos
- 34. Use map feature
- 35. Search restaurants
- 36. Search attractions and activities
- 37. Check in prior to flight
(source)
