How Important is mobile marketing?

mobile marketing

Mobile marketing is becoming more important each day

– at least this seems clear from some of the latest statistics available. According to one White Paper on the subject, mobile data consumption will increase 18X between 2011 and 2016.

Here are some very interesting facts that tend to support the view that mobile marketing is the next visionary ‘thing’.

  • 91 percent of adults keep their smartphones within arm’s reach.
  • 9 out of 10 mobile searches lead to action. More than half lead to sales.
  • There are 6.8 billion people on the planet at present. 4 billion own mobile phones.
  • An interesting fact that has massive implications not only for marketing but for aspects such as search engine optimization, is that twenty five percent of Americans use only mobile devices to access the Internet. This is from a 2014 report and I suspect that the figure is actually much higher , especially in third world countries. ” Some smartphone owners — particularly younger adults, minorities and lower-income Americans — depend on their smartphone for internet access.” (http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/) Furthermore, according to Pew Internet , “…55 percent of Americans said they’d used a mobile device to access the internet in 2012. A surprisingly large number — 31 percent — of these mobile internet users say that’s the primary way they access the web”.
  • In countries like South Africa with a large rural and lower-income population  the percentage of people accessing the Internet via their smart phones is going to be higher. As one report states: “It’s clear that cell phones offer more access for rural households – 17.9% of rural households go online using mobile devices, with a 30.8% total of South African households using mobile devices to access the Internet.” (http://blog.webafrica.co.za/general/latest-statistics-south-african-internet-penetration/)  a very useful report on the use of mobile in South Africa  states that “…mobile use is by far and away the most common way of getting online” .
  • What is even more significant for marketers and advertizers is that ” A whopping 46 percent of shoppers reported they exclusively use their mobile device to conduct pre-purchase research for local products and services. Internal data from some finance, healthcare, and travel providers show similar mobile-only usage”. (https://hbr.org/2013/05/the-rise-of-the-mobile-only-us/) In essence what this means is that if you are not catering  for the mobile user than then you are missing out not only on new clients and business possibilities, but also on what is possibility the future of marketing and interaction with your clients.

What is also clear is that previous 2014 reports stating that mobile users would exceed desktop users has already been achieved and we are now in the era of the increasing use of mobile to search and interact on the Internet-  as this report from comScore shows.

Mobile-stats-vs-desktop-users-global

In other words, as one commentator succinctly states, ” 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 and what their preferences are.” (http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/)

( useful sources:

http://www.cmocouncil.org/facts-stats-categories.php?start=140&category=mobile-marketing

http://www.forbes.com/sites/cherylsnappconner/2013/11/12/fifty-essential-mobile-marketing-facts/

http://marketingland.com/nielsen-time-accessing-internet-smartphones-pcs-73683 )