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55 Mobile Marketing Facts in 2015

The following list, compiled by Heidi Cohen, sheds light on 55 mobile facts marketers better have in their hip pocket in 2015. From mobile phone platforms and mobile search to mobile apps and mobile shopping, this list gives us a run-down on the state of mobile in 2015.

1. 65% of US smartphone users check their phones within 15 minutes of rising.
2. 64% check their phones within 15 minutes of going to bed.
3. 87% of millennials always have their smartphone at their side, day and night.
4. 78% of millennials spend over 2 hours a day using their smartphones.
5. 68% of millennials consider their smartphone to be a personal device.
6. 52.3% US smartphone subscribers are Android.
7. 41.9% US smartphone subscribers are Apple.
8. 147.1 million US mobile users will use a tablet at least monthly according to eMarketer estimates. Further, there’s a significant amount of tablet sharing.
9. 84% of 13-17 year olds own a mobile phone.
10. 83% of 6-9 year olds use a tablet.
11. 129.9 million US consumers will use a mobile phone to search the Internet at least once per month in 2014 as forecast by eMarketer.
12. Further, the mobile search population is nearly 16% larger than the mobile Facebook population.
13. Mobile search ads will be $12.85 billion in 2015, over 50% of the search market.
14. With increased use of smartphones and tablets, net US mobile advertising is projected to increase to $28.48 billion in 2015, according to eMarketer.
15. Google dominates with 35.17% of net US mobile ad revenue share.
16. Facebook is second with 16.68% of net US mobile ad revenue share.
17. 41% of increased mobile advertising budget will come from print advertising.
18. 34% of increased mobile advertising budget will come from TV advertising.
19. 32% of increased mobile advertising budget will come from digital display advertising.
20. Adults redeeming coupons via a mobile device for online or offline shopping will increase from 78.69 million to 104.11 million between 2014 and 2016 according to eMarketer.
21. 53% of the tablet consumer base will use a tablet for coupon redemption often from home.
22. 40% of the US smartphone audience will use a smartphone for coupon redemption often made at retail.
23. US adults over 18 spent an average of 43 hours and 31 minutes per month connecting with mobile content via an app or web browser during 2Q2014 according to Nielsen. That’s almost a 10 hour per month increase from 2Q2013.
24. The average smartphone downloader has about 42 apps on their device.
25. 87% of smartphone downloaders use less than 10 apps on a daily basis. Specifically, 32% of smartphone downloaders use less than 5-9 apps on a daily basis and 55% of smartphone downloaders use between 1-4 apps on a daily basis.
26. The average tablet downloader has 35 apps on their device.
27. 89% of tablet downloaders use less than 10 apps on a daily basis.
28. Facebook dominates mobile apps with 72% share.
29. Google has locked in the #2 position with its search in terms of YouTube, Google Search and Google Maps (including its Play option).
30. Amazon is the only retailer in the Top 15 smartphone apps (other than Google and Apple) with 19.4% share.
31. 10% to 33% of mobile users search apps first or only according to eMarketer.
32. 78% of US Internet users accessed second screens during shows and 71% did so during ads.
33. The biggest second screen activities by far are checking email and social media, time filler, content snacking activities that often require little thought. Further, less than one in eight checked for television or ad related information!!!
34. 145.9 million US mobile shoppers in 2014 of which almost 70% will make a mobile purchase projected eMarketer.
35. 81% of US mobile owners used their device(s) to research retail items before going to a retail location and 19% of US mobile owners used their device while at retail according to Ninth Decimal (June 2014).
36. Purchases over $1,000 take about 45 days to research.
37. 60% of customers seek discounts and sales via mobile ads.
38. 36% of customers seek product reviews via mobile ads.
39. 35% of customers seek product information via mobile ads.
40. 27% of US smartphone owners purchased via a retail mobile app according to 451 Research (July 2014).
41. 54% of US smartphone owners were NOT interested in buying via a retail mobile app! While this number may seem high, it doesn’t offer reasons, most notably that the customer may be in your store.
42. Showrooming, buying a product via a smartphone after seeing it in a store, dropped to 28% in 2014 according to GfK’s 2014 FutureBuy global study of shopping habits.
43. By contrast, webrooming, buying a product in a store after researching it on a smartphone, was 41% in 2014.
44. Over one-third of US smartphone owners use a retail app at least weekly, according to Forrester Consulting Research commissioned by Tapjoy.(March 2014)
45. 75% of retail and consumer brand apps DON’T provide store locators according to L2 Think Thank. (March 2014) YIKES!!!
46. 16% of retail and consumer brand apps allowed consumers to transact in-app according to L2 Think Thank analysis. (March 2014)
47. Encourage prospects to download your mobile app. Use all of your owned media to achieve this goal. You must show that your app provides value.
48. Make it easy to find your store on your mobile app. Include a store locator with address, phone number and email address for each location.
49. Update your app’s information on a regular basis. Where appropriate provide location specific support and offers.
50. 66% of customers don’t find the information they need in-store and 43% leave frustrated.
51. 71% of in-store shoppers who use smartphones for online research say their device aids their in-store experience.
52. 42% of in-store customers use their smartphones to do research while in-store according to Google. To ensure reaching them, you must be present on search, your own mobile app and review sites.
53. 60% use tablets to enhance the customer experience.
54. 56% use mobile technologies to locate inventory across locations.
55. 42-48% improve check out in the form of e-receipts, point of sale and payment options.

 

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