18 Mobile Marketing Statistics You Need in Your Life in 2024

Mobile devices have become an integral part of our daily lives. We use them for everything from communication to entertainment, shopping, banking, and more. Naturally, businesses have taken notice and shifted their marketing efforts to target mobile users.

Mobile marketing has exploded in popularity over the past decade. As consumers spend more time on their smartphones and tablets, brands devote larger portions of their ad budgets to reach this massive audience.

To demonstrate the importance of mobile in marketing today, here are 18 compelling statistics you need to know:

Key Mobile Marketing Statistics for 2024

• 52% of all website traffic now comes from mobile devices. [1]
• 61% of users are more likely to purchase from mobile-friendly sites. [1]
• 96% of consumers search for local information on their phones. [1]
• 83% of email opens occur on mobile devices. [2]
• Over 50% of YouTube views come from mobile platforms. [1]
• Users spend an average of 40 minutes per mobile session. [1]
• GIF usage in digital marketing increased 33% in 2020. [3]
• Highest internet usage is between 8 pm and midnight. [4]
• Global mobile marketing industry valued at $11 billion in 2020. [5]
• Businesses will spend over $360 billion on mobile ads in 2024. [5]
• The US spends more on mobile ads than any other country. [5]
• In-app mobile game ads will reach $130 billion by 2025. [5]
• 80% of branded video content gets viewed by the target audience. [6]
• 50% of users search for brands on Google right after seeing an ad. [7]
• Google Ads on mobile have higher click-through rates than desktop. [8]
• 80% of consumers like receiving location-based alerts. [9]
• 40% of millennials prefer to be texted by brands. [5]
• 69% of in-store shoppers read online reviews before asking staff. [10]

Let‘s explore these statistics in more detail:

1. 52% Of Internet Traffic Originates From A Mobile Device

In 2016, mobile internet usage officially surpassed desktop usage for the first time. Since then, mobile‘s dominance has only grown.

As of 2022, 52.2% of all website traffic now comes from mobile devices like smartphones and tablets. [1] This reflects how cell phones have become capable browsing devices with sufficient power and memory.

Accessing the internet on mobile is simply more convenient than booting up a desktop computer. And mobile‘s share of web traffic is expected to continue rising in the years ahead.

2. 61% Of People Prefer Mobile-Friendly Sites

With mobile devices accounting for over half of web traffic, having a mobile-friendly site is no longer optional. It‘s absolutely essential for providing a good user experience.

Recent surveys found 61% of consumers say they prefer mobile-friendly websites, even when shopping on a desktop. [1] Even if someone uses a PC for purchases, they likely still browse and research on mobile first.

Creating a seamless mobile experience ensures you don‘t lose shoppers who favor mobile for the convenience factor. Investing in mobile optimization should be a priority.

3. 96% Of People Search Via Google

Google dominates the search landscape, whether on mobile or desktop. 96% of internet users go to Google for researching local businesses, products, services and more. [1]

If you want visibility, your website and mobile marketing need robust SEO practices. Appearing on that coveted first page of Google results is vital, as 75% never look past page one. [11]

Optimizing for local SEO is especially important for driving foot traffic from mobile searchers in your geographic area.

4. Two-Thirds Of Emails Are Read On A Mobile Device

Worldwide, there are over 7 billion mobile devices in use today. The convenience of checking email via mobile makes it hugely popular.

Surveys show a full 66% of emails are now opened and read on a mobile device. [2] Smartphones make it easy to quickly check, read and respond to messages on the go.

As a brand, you must optimize email campaigns for mobile, or risk losing reader engagement. This applies to all email marketing, especially campaigns intended to drive conversions.

5. Over Half Of YouTube Views Originate From A Mobile

Video marketing has become massively important for brands in recent years. And YouTube remains the top video platform, with over 2 billion monthly active users. [12]

Impressively, over 50% of all YouTube watch time now occurs on mobile devices. [1] More viewers are choosing to watch "on the go" from their smartphones and tablets versus desktop.

Creating video content optimized for mobile is critical if you want visibility on YouTube. Videos can help introduce brands in a more engaging, enjoyable way.

6. On Average, People Spend 40 Minutes On A Mobile Per Session

Mobile devices enable us to access information and content anywhere in just seconds. But users don‘t only rely on mobile for quick website lookups.

Recent data shows the average mobile session lasts 40 minutes. [1] People spend a significant amount of time browsing, watching, chatting and shopping from their phones and tablets.

With nearly an hour of attention per session, marketing to mobile users allows tremendous opportunity to engage your audience.

7. The Use Of GIFs Increased By 33% In 2020

GIFs have emerged as a popular and effective graphic for digital marketing in emails, social posts, ads and more.

From 2019 to 2020 alone, GIF usage increased significantly, up 33% year-over-year. [3] Their colorful, animated, and often humorous style helps ads and content stand out.

As GIF adoption grows, incorporate them into your mobile marketing mix. Adding GIFs to emails, social posts and ads can boost engagement. Their bite-sized format also suits the mobile experience.

8. People Spend Most Time Online Between 8 PM And Midnight

When do mobile users spend the most time engaging online? Usage peaks between 8 pm and midnight, according to internet traffic data. [4]

Tablets actually see higher usage than phones during these peak evening hours. Phones experience another (slightly smaller) rush between 7 am and 10 am.

Analyzing usage patterns allows you to pinpoint ideal times to publish mobile content. The late evening offers prime opportunity to reach people winding down their day.

9. The Mobile Marketing Industry Is Worth $11 Billion Globally

The global mobile marketing sector has absolutely exploded over the last decade. In 2020, the industry was valued at approximately $11 billion worldwide. [5]

Projections estimate the market will continue rapid growth in the years ahead. One forecast sees mobile marketing reaching over $60 billion in value by 2030. [5]

For brands and advertisers, pursuing mobile strategies now is crucial for reaching audiences. Mobile will only become more dominant among consumers.

10. During 2024 Businesses Are Expected To Spend Over $360 Billion On Mobile Advertising

As mobile marketing grows, brands dedicate bigger portions of their ad budgets to mobile platforms. Spending on mobile ads has skyrocketed in recent years:

• In 2015, companies spent $61 billion on mobile ads [5]
• By 2018, mobile ad spend reached $175 billion [5]
• 2023 forecasts predict over $360 billion in mobile ad investment [5]

This spending growth reflects the results brands achieve from mobile ads. Expect budgets earmarked for mobile marketing to continue rising year after year.

11. The US Spends More On Mobile Advertising Than Any Other Country

Among countries worldwide, the United States far outpaces all others for mobile ad spending. In 2020, the US spent a massive $165 billion on mobile advertising alone. [5]

A survey showed 57% of US companies want to increase spending on podcast ads, while 49% plan bigger budgets for mobile video ads. [5] Both are strategic mobile formats.

China ranked second in mobile ad spend globally at around $110 billion. [5] No other country came close to the mobile ad investment levels seen in the US.

12. Adverts In Mobile Gaming Are Growing Rapidly

Two exploding areas for mobile ads are in-app gaming and social media. These categories earn huge engagement, making them prime targets for advertisers.

The amount spent on in-app mobile game advertising is projected to triple in the next few years. From $46 billion in 2021 to approximately $130 billion by 2025. [5]

There are over 3 billion mobile gamers worldwide, presenting a massive opportunity for brands. [13] Social media mobile ads will also see spending near $141 billion in 2024. [5]

13. 80% Of Videos Released Are Viewed

Video is an impactful mobile marketing format, as viewers retain 95% more information watching a video vs. reading text. [14] Impressively, 80% of videos created by brands get viewed by their target audience. [6]

Monthly, internet users watch an average 32 online videos and 33% of all online activity is on YouTube. [6] Clearly, people actively engage with video content.

While video viewability is strong across devices, ads optimized for mobile tend to perform better than desktop video ads.

14. 50% Of People Search Google Immediately After Seeing An Ad

Driving brand awareness with ads is important. But you also want searches, site traffic and conversions.

Remarkably, 50% of people will search for a brand on Google right after seeing one of their ads. [7] They want to learn more before making a purchase decision.

This underlines the need for robust SEO alongside advertising. When users search your brand, you want to provide helpful, relevant information to nurture leads.

15. Click-Through Rates On Mobile From Google Ads Is Higher Than Desktop

Industry benchmarks show average Google Ad click-through rates between 0.5% – 0.6% on desktop. However, ads displayed on mobile achieve click-through rates over 4X higher. [8]

Some examples:

• Desktop search ads for travel brands see 0.61% CTR on average. For the same ads on mobile, the CTR jumps to 5.36%.
• Finance ads increase click-through from 0.53% on desktop to 4.57% on mobile.
• Even arts/entertainment ads improve from 0.84% desktop CTR to 5.01% on mobile. [8]

16. 80% Of Consumers Like Location-Based Alerts

Location-based alerts allow brands to send timely, personalized messages to users near associated businesses. For example, letting someone know about a nearby sale.

This tactic resonates well, with 80% of consumers reporting they like receiving location-based alerts. [9] It makes them feel recognized and valued as a customer.

Further, 53% say receiving an alert has caused them to visit the related brick-and-mortar business. [9] Location-based mobile marketing drives foot traffic.

17. 40% Of Millennials Like Receiving Texts From Brands

Despite digital overload, 40% of millennials actually like when brands text them directly. [5] Gen Z consumers (age 18 to 24) like texts as well.

Plus, 50% of Americans have made a purchase as a direct result of receiving a text from a company. [15] They appreciate the personal outreach.

Savvy mobile marketing means segmenting your subscribers by permissions and preferences. Test different text campaigns to see what resonates.

18. 69% Of People Will Read A Review On Their Mobile Instead Of Asking A Member Of Staff

Think back to shopping in-store and being unsure whether to purchase an item. Do you ask store staff or check your phone for reviews?

Surprisingly, 69% of consumers are more likely to read product reviews and feedback on their mobile device rather than ask an employee. [10] They prefer unbiased input.

Further, 38% start researching products on mobile before ultimately making in-store purchases. [10] Digital and physical retail are intertwined.

The data clearly shows that mobile has dramatically changed marketing. Brands must pursue mobile and omnichannel strategies to engage today‘s always-connected consumers.

Mobile‘s share of web traffic, ad budgets and consumer attention will only grow year after year. Is your business prepared to target audiences through the devices they constantly use?

Being where your customers are and providing a seamless experience across channels is mandatory now. Use these mobile marketing statistics to help shape current and future initiatives.

[1] 2022 Mobile Marketing Statistics – The Ultimate List. WebFX. https://www.webfx.com/blog/internet/mobile-marketing-statistics/#:~:text=Mobile%20accounts%20for%2052.2%25%20of,higher%20on%20mobile%20than%20desktop.

[2] Mobile Email Statistics for Email Marketers. Lifecycle Email Marketing. https://lifecycleemail.com/resources/stats/mobile-email-statistics/.

[3] How Marketers Are Using GIFs in 2020. Medium. https://medium.com/@gifnote_/how-marketers-are-using-gifs-in-2020-infographic-d179b207bc9e.

[4] Latest comScore Data Shows Continued Worldwide Growth in Mobile Usage. comScore. https://www.comscore.com/Insights/Press-Releases/2014/2/comScore-Releases-February-2014-US-Smartphone-Subscriber-Market-Share.

[5] Mobile advertising worldwide – statistics & facts. Statista. https://www.statista.com/topics/2465/mobile-advertising/.

[6] 60 Captivating Video Marketing Statistics for 2022. Wyzowl. https://www.wyzowl.com/video-marketing-statistics/.

[7] 50+ Fascinating Google Search Statistics to Know in 2022. School4SEO. https://www.school4seo.com/google-search-statistics/#:~:text=Google%20is%20the%20most%20popular,searches%20per%20day%20in%202020.

[8] What is a Good Google Ads Click Through Rate (CTR)? WordStream. https://www.wordstream.com/blog/ws/2015/01/30/what-is-a-good-google-adwords-ctr.

[9] Mobile Marketing Statistics 2022. Salesforce. https://www.salesforce.com/resources/mobile-marketing-statistics/#:~:text=80%25%20of%20consumers%20want%20personalized,visit%20the%20business%20receiving%20it.

[10] 33 Mind Blowing Retail Statistics & Trends for 2021. RetailMeNot. https://www.retailmenot.com/corp/blog/retail-trends.html.

[11] 50+ Google Search Statistics Every Marketer Should Know in 2022. Backlinko. https://backlinko.com/google-search-stats

[12] Most popular social networks worldwide as of July 2022, ranked by number of active users. Statista. https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

[13] Mobile Gaming Statistics 2022 – Gaming On The Go. Safe Betting Sites. https://www.safebettingsites.com/2022/06/03/mobile-gaming-statistics/

[14] 60 Captivating Video Marketing Statistics for 2022. Wyzowl. https://www.wyzowl.com/video-marketing-statistics/

[15] 67 Text Message Marketing Statistics To Know in 2022. EZ Texting. https://www.eztexting.com/sms-marketing-statistics