Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, I will keep this post updated throughout 2016 as the new stats come through to support ourA 120 page Expert members Ebook explaining how to create a A mobile marketing strategy. Our Mobile Marketing Strategy Briefing explains the key issues to plan for in mobile marketing.
The latest data shows that we are now well past the tipping point mentioned at the top of this post. The implications are clear - if you're not able to reach your audience through mobile search or display, or you're not providing a satisfactory mobile experience you will miss out compared to competitors who are.
The trend in mobile device usage ('vertical screens') compared to all screen use again shows that we're well past the tipping point. We've created a new summary showing the global popularity of using different digital devicesA using data from Global Web Index to include in for our State of Digital Marketing 2015 infographic. It clearly shows the popularity of smartphone ownership and emerging mobile devices like Smartwatches. Insight from comScore published in their February 2014 market review shows the picture that marketers need to build up.
However, we need to be careful with interpreting data on hours spent,A since we spend most of our time on smartphones checking email and using social media.
So with so many site visits still on desktop, it's important when designing using a responsive web designA that the desktop experience isn't degraded and this has led to many larger businesses using an adaptive web design where layout and content are tailored for desktop, tablet and smartphone screen dimensions. We have a separate compilation of Ecommerce conversion stats if you're creating a business case for mobile optimised sites as explained in our mobile marketing strategy guide, this data is also valuable since it shows the variation in conversion rate by mobile type.
The data clearly shows that Smartphone add-to-cart and conversion rates are much lower than for desktop - important if you're making the business case for a mobile responsive site.
This source is useful since it's a regular survey showing the growth in use of mobile site visitors. Consumer preference for mobile apps vs mobile sites should also be thought through as part of mobile strategy.
We reported comScore data in May 2012 that showed that on smartphonesA 82% of mobile media time is via apps.
This 90% figure is a key insight as companies decide whether to develop mobile apps or restrict themselves to mobile optimised sites. This research sourced from a 2015 study by eMarketerA into mobile ad budgets shows a different view.
This update to this post features some of the latest updates on mobile statistics from 2014 and highlight some of the best sources to make the business case for investment in mobile marketing in your presentations and business cases to colleagues or clients.
In addition to downloads for each country, you can also create your own charts focusing on KPIs of interest.
Comscore is one of theA key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers. The report shows much lower levels of adoption in other European countries though - not even a fifth in most. The report also has useful summary of dayparts of different device behaviour, similar to others published.
We hope this compilation of statistics about mobile usage and effectiveness continues to be useful - please share if it is and we'll continue to update it in 2015.
If you want a single source of the latest stats across the whole of digital marketing, for Expert members, we compile a regularly updated set of usage statistics to use in presentationsA - it's updated each quarter so all the latest stats are categorised in a single place for including in presentations.
Our "one-stop" download includes the latest stats to include in presentations to make the case for digital investment.
I need the exact answer for Future of Mobile applications when their usability is concerned.


As per the market scenario, most of the companies realize that in order to survive in this cutthroat competition and capture market they have gone for something through which they interact with their consumers and make them brand loyal. Thus the best option is to make an app or make a website which is mobile friendly, therefore it is useful for both the sellers and the buyers or the consumers. E-commerce should learn the data and see how their mobile marketing campaign can be improved. Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. I think this is a great oversight on the part of marketers active in the mobile marketing channel. When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop. And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk. For B2B marketers, that means you are potentially reaching that person away from a traditional business setting. Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons. With all the digital tools available for tracking prospect and customer behavior — and going even deeper, predictive analytics on your datasets that can provide insight into potential future interests, likes and behaviors on individuals in your database – there is every reason to pursue a dynamic content strategy. I’m willing to bet most marketers would say, “Of course I want to provide relevant content to every prospect or customer.” Therefore, if providing relevant content is a mobile marketing goal, then dynamic content based on past behavior or predictive analytics will be about as relevant as you can get without just asking the visitor what they want to see.
Hopefully, marketers are currently experimenting with dynamic mobile content and will have a case study, or two (note: subtle hint for all the mobile marketers out there), that we can report on in 2013. Of course, email campaigns and mobile marketing interactions are not an apples-to-apples comparison, but I think the HP case study shows the value in dynamic content. I personally think the mobile device is an ideal location for marketers to provide dynamic content. The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. Her deck is nearly 200 slides, so we have selected the statistics which best summarise the importance of mobile devices today. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%).
This panel data shows that the majority of consumers are "multiscreening", accessing retail sites on mobile or desktop, so consistent experiences across device need to be deployed.
As Rob Thurner explained in his post on KPIs to review mcommerce effectiveness, it's important to keep track of the split between users of mobile and desktop devices visiting your site(s).
This data from Nielsen on mobile media time shows the consumer preference for mobile apps which account for 89% of media time in mobile as might be expected from the use of the most popular social network, email and news apps. A Today, the latest data from Yahoo's Flurry analytics shows that 90 percent of consumer's mobile time is spent in apps. A You do have to be careful about interpreting this since, as the chart below shows, Facebook, messaging, games and utility apps will naturally have the greatest time spent and browser use is still significant by volume if not proportion. In 2015 mobile ad spending accounts for 49% of digital ad spending, which is only slightly behind the trends of how people are using their devices.
It may be useful for pushing back against over-enthusiastic colleagues or understanding consumer barriers. This graph shows the pattern across Europe - follow the link above for US and other country breakdowns. So extrapolating UK behaviour to other countries would seem to be a mistake with the mobile figure still key.
Audience growth rate is 80% + on mobile in these UK sites, but lower on grocer sites for obvious reasons.


Ofcom Internet usage report.A Ofcoma€™s Eighth International Communications Market Report was published in December 2014, this examines take-up, availability, price and use of broadband, landlines, mobiles, TV, radio and post across 17 major countries. May be this can be the other aspect through which many eCommerce companies are switching towards mobile app development.
By knowing what they are targeting and how mobile marketing works, they can allocate their marketing budget better and also reach more potential audience. Mobile marketing is becoming a vital component of a well-rounded digital marketing strategy. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement. It's now a question of using the statistics to understand how consumers behaveA when using different types of mobile devices and what their preferences are.
Although mobile is growing in importance, this data from Adobe's latest Digital IndexA shows that in all industries the majority of visits are still on desktop.
But this has implications for advertising on mobile to reach consumers using apps like Facebook and Gmail. These stats also show projections for future growth, which is important as it shows where the market is going. As might be expected search was the most common starting point, but it's lower than desktop showing the importance of branded apps and mobile sites. A regular survey for different countries starting in 2011, this enabled you to prepare your own reports.A Now this has been replaced by Google's Consumer barometer which enables you to create similar reports. For example, less than a third of Australians have ever bought on a smartphone and you can see there are barriers of security and preference for desktop purchases. The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile.
This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel.
As example, here's the picture of desktop vs mobile device in the UK showing that when you look at most important device,A desktop and laptop remain important. Here is another extensive and visually lush infographic about the growth of Internet, Social Media & Mobile Usage in the last decade.
As for the dynamic content case study you’ve included, I think its lacking an aspect of measure in sales, as Mana mentioned in the comments there. Toallow these files to properly run you need to download and installone of the Zend guard run-time libraries. The Web Just Lives in It.A This is a key insight as companies decide whether to develop mobile apps or create mobile device specific apps.
It is clear that mobile is the future, and within 3 years it will come to dominate digital ad spending. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide.
For example, the latestA mobile app growth figures from Flurry show growth of category use by more than 50% in many categories.
The dynamic content did not replace all of the newsletter content, but did place content relevant to the recipient’s recent online behavior in prominent positions in the email newsletter.



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