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55 Key Mobile Marketing Statistics: 2021 Data Analysis & Market Share

A new version of this article, featuring the latest data and statistics, is available. Check out our report on Mobile Marketing Software Statistics for 2022.

Mobile marketing is a boon for marketers. But unless you know how to leverage this fast-evolving channel, you’ll lose leads and even your customers to mobile-savvy competitors. Based on the latest mobile marketing statistics, things are only heating up as this platform evolves into highly-sophisticated processes that make use of new tech, the most prominent of which, being cloud computing.

Investing in mobile marketing software has become the norm, allowing businesses to keep tabs on consumers while engaging them with rich content. Here, we provide you with the most recent and relevant mobile marketing research. After reading the statistics below,  you’ll gain more understanding–and appreciation–of mobile marketing, how it benefits businesses of all sizes across industries.

key mobile marketing statistics

Considering the benefits that these platforms offer, purchasing one is a no brainer for most organizations. There are top mobile marketing tools out there and doing a little digging could give you the ideal tool. You need only read the latest marketing software statistics to confirm this. But the mobile marketing market is not without its problems, the recent decline in the global sales of mobile phones is bound to impact the mobile marketing landscape. To give you a better grasp of the situation, we have come up with a list of the most relevant mobile marketing statistics, information that will give you an idea of how to navigate the current market.

Mobile Phone Market Statistics

The global mobile phone market has hit a snag. After years of enjoying tremendous growth, the mobile landscape is expected to decline. A variety of challenges are to blame for this gloomy forecast, the significantly weaker Chinese economy, longer mobile phone replacement times and uncertain political and economic conditions in key markets.

  • Global mobile phone market sales in 2019 were at 1.8 billion units, a drop of 3% from 2018 (CCS Insight, 2019).
  • 1.574 billion units – The projected shipments of smartphones in 2022 (IDC, 2020).
  • During the pandemic, projections in smartphone shipments decreased from 1.4 to 1.3 billion units (IDC, 2020).
  • Mobile phone sales in Europe dropped by -5.5% in 2020 (Statista, 2021).
  • Mobile phone sales in the US will increase by 2.1% in 2021 (Statista, 2021).
  • Meanwhile, in China, mobile phone sales will increase by 5% in 2021 (Statista, 2021).

Source: Statista, 2020

Smartphone Market Share Statistics

The global smartphone market suffered from a slight decline of 1% year on year recorded during the third quarter of 2020 (Canalys, 2020). A total of 354.7 million units were shipped during the said period (IDC, 2021). This resulted in market analysts anticipating another bad year for the industry. To provide you with a clearer picture of what’s going on in the smartphone market, we have compiled a list of relevant statistics on vendor market share.

  • 22.7% – Samsung’s share of the smartphone market during the third quarter of 2020 (IDC, 2021).
  • Samsung’s Galaxy Series is the main line of its smartphone products (Counterpoint, 2020).
  • 353.6 million – Samsung’s total smartphone shipment in the third quarter of 2020. (IDC, 2020)
  • 41.7 million – The total number of iPhones shipped by Apple during the third quarter of 2020 (Counterpoint, 2020).
  • 11.8% – Apple’s share of the smartphone market during the third quarter of 2020 (IDC, 2021).
  • 19% – Huawei’s total share of the smartphone market during the third quarter of 2020 (IDC, 2021).
  • 50.9 million – The total number of units shipped by Huawei during the third quarter of 2020 (Counterpoint, 2020).

Source: IDC

Consumer Mobile Use Statistics

The advantages that come with the use of mobile phones have these devices selling like there’s no tomorrow. For users, these include being able to surf, purchase online, access social media and content–all from the comfort of a smartphone. In fact, there was a time when the annual sales of mobiles reached just under 2 billion units a year. Despite the forecast decrease in the sales of smartphones, they are still a force to reckon with when it comes to marketing. Let’s take a look at some statistics that drive mobile marketers to reach this specific audience.

  • There were 3.8 billion smartphone users in the world in 2021 (Newzoo, 2019).
  • 84% of men in the US own a smartphone (Pew Research Center, 2020).
  • 79% of women in the US own a smartphone (Pew Research Center, 2020).
  • 50.88% of online traffic worldwide came from mobile devices and 2.74% came from tablets (HighSpeedInternet.net, 2020)
  • In the third quarter of 2020, 50.81% of online traffic in the US were generated from mobile devices, excluding tablets (StatCounter, 2020).
  • 59% – The increase in time spent on average by people watching online videos since 2016 (Limelight, 2019).
  • 27.2% of online viewers worldwide watch more than 10 hours of video (Limelight, 2020).
  • On average, adults in the US spent three hours and six minutes on their smartphones in 2020 (eMarketer, 2020).
  • The time that US adults spend on smartphones is projected to increase to three hours and 17 minutes by 2022 (eMarketer, 2020).
  • During April 2020, mobile users spent 4.3 hours on their phones on average (App Annie, 2020).

time spent on smartphones

Most Popular Mobile Marketing Software

  • SharpSpring. Mobile marketing tool that makes marketing automation powerful yet affordable for businesses, small and mid-sized. Learn more in our SharpSpring review.
  • Textedly. A truly functional and flexible text message marketing tool with a beautiful interface. Take a more in-depth look at our Textedly review.
  • PushEngage. Created to help sales and marketing teams segment and send web push messages automatically. You can have a better look at this solution’s capabilities in our PushEngage review.
  • Mention. An online platform that specializes in business monitoring on the web, providing intelligent and insightful information for businesses in their brand awareness. We discuss its key features and benefits in our Mention review.
  • Adobe Marketing Cloud. Adobe Marketing Cloud is a popular product that helps businesses to organize, optimize, and measure their campaigns, and the results of their marketing performance. Let’s walk you through its capabilities in our Adobe Marketing Cloud review.

Mobile Email Statistics

Ever since the Internet came online in the early 90s, email became an important marketing tool. And if you look at the current mobile marketing statistics for businesses, this movement is likely to go on for years to come. Email marketing still stands as one of the most effective channels to reach target audiences. But for mobile users, email marketing can be a bit tricky as the needs of mobile users differ from those using desktops. If you want a dedicated platform, you can choose from a vast selection of email marketing solutions that are currently in the market. These developments make it imperative for businesses to be on the lookout for news in mobile users’ behavior as reflected in the statistics below.

  • 5 seconds – The time that 74% of users wait for an email to open before deleting it (Snovio Labs, 2021).
  • 50% – the percentage of emails opened through mobile devices (Campaign Monitor, 2019).
  • More than 50% of shoppers admit to buying products that they saw or read about in a marketing email at least once a month (SaleCycle, 2020).
  • 82% of smartphone users check their phones for items they’re about to buy in-store (BuildFire, 2021).
  • 42.3% – The chance of an email being deleted by the recipient if it is not optimized for mobile (OptinMonster, 2021).
  • The average unsubscribe rate for all industries in 2020 was 0.10% (Campaign Monitor, 2021).
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Average Email Benchmarks

Average Email Benchmarks
Average open rates: 18

Average open rates

%
Average Email Benchmarks
Average click-through rate: 2.6

Average click-through rate

%
Average Email Benchmarks
Average click-to-open rate: 14.1

Average click-to-open rate

%
Average Email Benchmarks
Average unsubscribe rate: 0.1

Average unsubscribe rate

%

Source: Campaign Monitor, 2021

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Facebook Use On Mobile Statistics

Although there are a variety of social media channels that are available to mobile marketers, Facebook stands out among the rest. The platform’s massive mobile user base alone (some 500 million users) allows marketers to reach more audiences. The channel helps marketers optimize lead generation using ads while enabling companies to discover for themselves new marketing strategies and tools with which to build their audience.

  • 94% – Percentage of Twitter users who use their smartphone to access the internet regularly (Statista, 2020).
  • 18.3% of US adults have made a purchase on Facebook in 2020 (eMarketer, 2021).
  • 200 million – The number of small businesses who use Facebook’s free tools (Facebook, 2020).
  • 98% – Percentage of Facebook users who access the platform through any kind of mobile phone (DataReportal, 2020).
  • 96% of B2C companies focused their social media marketing on Facebook (Social Media Examiner, 2020).
  • 91% of B2C companies focused their social media marketing on Facebook (Social Media Examiner, 2020).
  • In 2020, the average time that adults in the US spent on Facebook was projected to decline to 37 minutes (eMarketer, 2019).

time spent on Facebook

Consumer Behavior Statistics

A key ingredient of mobile marketing, consumer behavior continues to be an important factor in the process. Understanding consumer behavior lets marketers come up with rich marketing content that helps engage customers. Such is not confined to providing target audiences with purchasing factors, but more importantly, being able to tap into consumers’ behavioral patterns. Although not an easy task, accounting for consumer behavior can be very rewarding in terms of capturing new customers and retaining old ones. To give you a better idea of what’s happening in this area, we have here a list of pertinent consumer behavior statistics.

  • 63% of smartphone users are likely to buy from companies with mobile apps or sites that give them relevant recommendations on products they’re eyeing (Google/Ipsos, 2019).
  • 74% of users are likely to return if a site is mobile-friendly (WebFX, 2020).
  • 69% of consumers look for reviews on their smartphones before talking to a retail associate (eMarketer, 2019).
  • The retail industry spent $19.41 billion on mobile ads in 2019, the highest among all industries (MDG, 2019).
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Top Three Industries with Biggest Mobile Ad Spend (in billions US$)

Top Three Industries with Biggest Mobile Ad Spend (in billions US$)
Retail: 19.41B

Retail

19.41B
Top Three Industries with Biggest Mobile Ad Spend (in billions US$)
Financial Services: 10.88B

Financial Services

10.88B
Top Three Industries with Biggest Mobile Ad Spend (in billions US$)
Automotive: 10.36B

Automotive

10.36B

Source: eMarketer

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Mobile Video Statistics

Mobile video has earned its place as a marketing tool and for good reason. Video marketing in itself is quite an effective tool, providing meaningful content while giving consumers good entertainment. So it’s not hard to see what mobile technology can do to improve such an already powerful marketing tool. If you’re considering using mobile video to up your mobile marketing game, it’s always a good idea to be abreast of how things work in the real world. Here are some statistics that you need to know.

  • 120% – The year-on-year increase in video consumption and engagement from 2019 to 2020 (Wistia, 2020).
  • 92% of users watching online videos will share them with others (Wordstream, 2020).
  • 33% of users will stop watching a video after 30 seconds (AdAge, 2010).
  • 88% of Americans watch TV while using a second digital device (Bond Capital, 2019).
  • 87% of video marketers say that videos impact their ROI positively (Wyzowl, 2021).
  • 59% of executives prefer watching videos over reading text (Wordstream, 2020).
  • 82% – The projected share of online videos in all consumer Internet traffic by 2022 (Cisco, 2020).
  • 86% of businesses deploy video as part of their marketing strategy (Hubspot, 2021).

video marketing use

Mobile B2B Marketing Statistics

B2B marketing has undergone drastic changes given the great advances in technology. New tools have allowed B2B mobile marketers to retain that much-needed conversational selling structure that got everything started in the first place. Whereas these methods are considered costly and labor-intensive, mobile marketing platforms have been able to reduce costs while retaining customers on a scale. Another B2B marketing method is search engine optimization (SEO), the only difference being the fact that companies now focus on content, ease-of-use apart from the basic keyword strategy. 

  • Eight out of 10 B2B buyers use a mobile device at work (Cloudfy, 2019).
  • According to 60% of B2B digital marketers, 40% or more of their traffic came from mobile devices (WPromote, 2020).
  • 60% of the most successful B2B companies have a documented marketing strategy (Content Marketing Institute, 2020).
  • 70% of B2B buyers have upped their use of mobile phones between 2015 and 2017. 60% of which say they expect to further increase their use in the coming years. (BCG, 2017)
  • 3 hours and 15 minutes per day – The average amount of time that people spend on their phones (RescueTime, 2019).
  • 56% of B2B digital marketers plan to invest in more mobile-friendly sites (WPromote, 2020).
  • 20% – the percentage of time acceleration of a B2B purchase using mobile marketing (BCG, 2017).

Mobile Use by Senior Executives

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Source: IDG Global Mobile Survey

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Mobile SEO and Search Statistics

Mobile SEO has gained prominence in recent years, with mobile devices becoming a key component of search engine optimization. Mobile searches have overtaken desktop back in 2015 while Google further upped the standard by introducing the mobile-first index in 2017. Some sectors and mobile marketing studies have hinted that Google has been favoring mobile over desktop searches, with indexed content coming from mobile.

Considering these developments, it is advisable that companies adopt mobile SEO best practices and make sure that all content can be indexed on mobile. They should likewise align their content with voice search to gain higher rankings. Apart from these, knowing the current state of mobile SEO and search is equally important. Below are key statistics on the topic that should help you get a better grasp of the situation.

  • 61% of organic searches from mobile phones were driven by Google in the fourth quarter of 2019 (Statista, 2020).
  • 7.2% of internet users around the world within the 16-64 age bracket have smart speakers (GlobalWebIndex, 2019).
  • 39.4% of internet users in the US use a voice assistant at least once a month (eMarketer, 2019).
  • The first five organic search results make up 67.6% of all click-through rates (Zero Limit Web, 2021).
  • 58% of adults who go online use voice search (Voicebot.ai, 2019).
  • The average shopping cart abandonment rate for mobile users is 85.65%, higher than desktop or tablet abandonment rates (Barilliance, 2021).

shopping cart abandonment rate

Cloud Computing: What Does It Mean for Mobile Marketing?

One of the most notable mobile marketing developments is the current craze over cloud-deployed systems, which have undeniably touched mobile marketing. The benefits that come with Software-as-a-Service have companies scrambling to get their hands on these tools. Such platforms basically get rid of the tedious maintenance jobs that come with owning on-premise solutions, effectively outsourcing all matters related to maintaining computer systems. They also come really cheap, costing only a fraction of what businesses pay for conventional software. Apart from their mobile features, these systems offer many marketing automation benefits. Here we discuss the potential impact that SaaS on the sector as indicated by the latest mobile marketing data available.

Increased Mobility for Marketers

SaaS is known for having mobile applications that can be accessed anytime, anywhere. And with a vast majority of marketers owning a smartphone, these services are bound to define dynamic organizations from those who are not. And since most marketing teams are out in the field, cloud-deployed tools come highly-recommended. This may be the reason why many organizations go for top marketing automation software.

Cloud Leads the Pack

Whereas software developers once focused on corporate giants, cloud vendors decided to cater to the little guy, which proved to be a new niche for the sector. The cloud app market has doubled in size and continues to expand even as we speak. This growth is being driven by small businesses and organizations who have come to realize that business should be conducted in real time.

Low-Cost Marketing

Marketing is undeniably a resource-intensive process, a complication that cloud computing effectively resolves. SaaS serves as an inexpensive alternative to traditional systems. When used in mobile marketing, these tools offer users the unparalleled mobility, support and features for a fraction of the price of on-premise software. 

And there you have it, the latest mobile marketing statistics currently available. You might want to take these market data into consideration when trying out mobile marketing for the first time as they will give you an idea of what to expect from such a marketing tool. Remember that it has all the marketing software benefits and more, making it worth checking out.

 

References:

  1. Archacki, R., Protextor, K., Barrios, G., & de Bellefonds, N. (2017, September 29). Mobile Marketing and the New B2B Buyer. BCG
  2. Bond Capital (2019). Internet Trends 2019. Bond Capital 
  3. Campaign Monitor (2019, July). 24 Email Marketing Stats You Need to Know. Campaign Monitor
  4. Campaign Monitor (2021). Ultimate Email Marketing Benchmarks for 2021: By Industry and Day. Campaign Monitor
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Allan Jay

By Allan Jay

Allan Jay is FinancesOnline’s resident B2B expert with over a decade of experience in the SaaS space. He has worked with vendors primarily as a consultant in the UX analysis and design stages, lending to his reviews a strong user-centric angle. A management professional by training, he adds the business perspective to software development. He likes validating a product against workflows and business goals, two metrics, he believes, by which software is ultimately measured.

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