Mobile marketing used to be just a small part of digital marketing. Nowadays, it’s the most important channel for reaching customers, and successful companies recognize its many benefits. To keep up with this dynamic market, make sure to check out our list of mobile marketing statistics and trends for 2024.
Mobile Usage and Market Share Statistics
Let’s start with mobile marketing statistics that will give you an overview of the market and give insights into mobile usage.
Global Mobile vs. Desktop Market Share
As of 2024, mobile traffic dominates with 66.88% compared to desktops at 31.42% (Statista)
In December 2023, mobile traffic accounted for 66.02% of all digital traffic (SimilarWeb).
E-commerce and Mobile Usage
Mobile commerce comprised 72.9% of total e-commerce sales, emphasizing the importance of mobile optimization for online retailers (Kinsta).
Device-Specific Usage and Preferences
Samsung Internet holds a significant position in mobile market share at 4.48%, mainly due to its default presence on Samsung devices (Statista).
Microsoft Edge, while more popular on desktops, captures only a 0.24% share on mobile platforms (Statista).
Geographical Insights
In regions like Australia and New Zealand, desktop usage still prevails slightly over mobile, with desktop accounting for 53% of internet usage compared to 42% for mobile (Kinsta).
General Internet Engagement
Mobile users typically spend less time per website visit compared to desktop users, which indicates a higher level of engagement but shorter attention spans on mobile devices (Statista).
Mobile Advertising Spending Statistics
Next up on our list of mobile marketing statistics is data on mobile ad spending.
Global Mobile Ad Spend
Worldwide mobile advertising spending is projected to reach $402 billion in 2024, representing an 11% increase from the previous year.
This growth is largely driven by revenue from short-form video and video-sharing apps. (Fortune Business Insights).
U.S. Mobile Ad Spend
In the United States, mobile advertising expenditure is expected to exceed $216 billion in 2024, up from $194.8 billion in 2023. This marks a growth rate of 11.1%, though it represents a slight deceleration from the 14.5% growth rate observed in 2023 (Oberlo).
Key Markets
The U.S. leads globally in mobile ad spending, with more than $200 billion annually. China follows as the second largest market, with nearly $150 billion spent on mobile advertising annually (HubSpot).
Market Drivers
The significant growth in mobile ad spend can be attributed to the increasing number of smartphone users and the high engagement rates on mobile devices.
The rising popularity of mobile video content, particularly on platforms like TikTok and Snapchat, also plays a crucial role in driving mobile ad expenditures (Fortune Business Insights).
Consumer Behavior on Mobile
About 65% of online sales were made through mobile devices, showing a strong consumer preference for shopping on-the-go (MarketSplash).
Mobile users are 40% more likely to make impulse purchases compared to those on desktops, a trend driven by the ease of use and personalized experiences on mobile platforms (MarketSplash).
Physical Shopping Experience
Consumers increasingly blend digital and physical shopping into a seamless experience. They research products online, even if they plan to purchase them in-store, highlighting the importance of an integrated marketing strategy that bridges online and offline channels (Think with Google)
Preference for Mobile Transactions
A significant portion of ecommerce now occurs via mobile devices, according to HubSpot.
In 2023, mobile devices accounted for 66% of online orders, with U.S. mobile retail ecommerce sales expected to surpass $450 billion by the end of 2024.
The trend indicates a robust growth in mobile commerce, with sales projected to continue rising significantly.
Sustainability and Ethical Shopping
Younger consumers, particularly, are willing to pay more for products that are sustainably made or ethically sourced. This shift is influencing purchasing decisions and brand loyalties, as consumers increasingly factor in a brand’s commitment to environmental responsibility (Retail Customer Experience).
Increased Use of Mobile for Research and Purchases
Consumers are spending more time researching products on mobile than ever before.
About 49% of mobile users use their devices to compare prices, while a significant portion also looks for product reviews or redeems mobile coupons (Tidio).
Impact of Personalization
Personalization continues to be a key factor in consumer satisfaction on mobile platforms. Approximately 69% of customers appreciate personalization in their shopping experience, provided it’s based on data they have willingly shared (Small Business Trends).
Rising Influence of Social Commerce
Social media platforms are becoming significant channels for direct purchases. However, while many users engage with shopping on these platforms, trust remains a challenge, especially on newer platforms like TikTok compared to more established ones like Facebook (HubSpot Blog).
Social Media Statistics
Facebook has approximately 3.06 billion daily active users.
On average, U.S. adults spend about 33 minutes per day on Facebook.
It remains one of the most downloaded apps and is particularly popular among the 25-34 age group, representing 17.6% of its global users (SocialPilot).
Instagram continues to see significant investment from marketers, with 43% planning to increase their spending on the platform in 2024. Despite facing competition from TikTok, Instagram maintains high engagement rates, bolstered by new e-commerce features (Sprout Social).
TikTok
By 2024, TikTok is expected to reach over 2 billion users, making it one of the fastest-growing social media platforms. It’s the most frequently used app globally, with users spending an average of 34 hours per month on the platform. Notably, TikTok’s user base has a slight female majority (Sprout Social).
YouTube
YouTube remains a dominant force as the second largest search engine globally, with more than 2.7 billion monthly active users as of 2024.
It’s particularly effective for brands looking to engage through video content, with 70% of viewers having made a purchase after seeing a brand on YouTube (Statusbrew).
General Trends
The global number of social media users has reached approximately 5.04 billion at the start of 2024.
Mobile devices are a key access point for these platforms, underscoring the importance of mobile-optimized content for marketers (DataReportal)
Mobile Commerce Statistics
M-commerce continues to see significant growth. These mobile marketing statistics confirm that.
Market Size and Growth
In 2024, U.S. mobile commerce sales are projected to reach around $558.29 billion, making up 44.6% of total U.S. retail e-commerce sales (Tidio).
Globally, mobile commerce sales reached $2.2 trillion in 2023, accounting for 60% of all e-commerce sales, and are expected to grow to $2.52 trillion in 2024 (Fit Small Business)
Consumer Behavior
An estimated 187.5 million users in the U.S. will have made at least one purchase via their mobile devices in 2024, representing 66% of the population (Tidio).
Mobile users often start the shopping process on their smartphones, with 49% using their devices to compare prices and 46% to research product ratings and reviews (Tidio)
Influence of Social Media
Nearly 40% of all mobile purchases are made directly through social media platforms. (Apptile).
Influencer marketing has also been impactful, with 65% of consumers making purchases based on recommendations from influencers (Apptile).
Technological Advancements
The rise of one-click ordering and voice search optimization are notable trends enhancing the convenience of mobile shopping.
About 80% of voice searches are expected to be conversational by 2024, influencing how retailers optimize their online visibility (Fit Small Business).
Security enhancements such as biometric authentication are increasingly used, with about 10% of mobile transactions utilizing technologies like fingerprint and facial recognition in 2024 (Apptile).
Challenges and Opportunities
Mobile commerce faces challenges such as high cart abandonment rates on mobile devices, but solutions like one-click ordering are improving conversion rates (Fit Small Business).
The shift towards personalized experiences is profound, with 80% of consumers more likely to make a purchase when offered personalized experiences. (Apptile).
Mobile Video Statistics
Our list of mobile marketing statistics wouldn’t be complete without data on mobile video, as this format dominates the industry.
Viewership and Platform Engagement
YouTube remains a dominant platform, with over 500 hours of video uploaded every minute and 70% of its videos consumed through mobile devices.
This platform also drives significant brand engagement, with 70% of users stating they have made a purchase after seeing a brand on YouTube (SocialPilot) .
TikTok continues to grow in importance, especially among younger demographics. About half of TikTok users have made a purchase following a TikTok LIVE session. (Dash DAM).
Social Media Video Consumption
Mobile devices are the preferred medium for video consumption on social media, with 92% of videos viewed on these devices being shared with others. This highlights the viral potential of mobile video content (SocialPilot).
Facebook and Instagram also play significant roles. Facebook sees over 8 billion video views daily, while Instagram’s video consumption has notably increased with the introduction of reels. (Dash DAM)
Advertising and Marketing Trends
Shoppable video ads have become increasingly popular, especially on platforms like Instagram, Pinterest, TikTok, and YouTube, with interactive videos boosting conversion rates significantly (Statista)
The efficacy of mobile video advertising continues to grow, with YouTube and TikTok being preferred by marketers for their ability to reach targeted audiences effectively and drive engagements (Statista)
Consumer Preferences
A significant portion of video consumption on social media happens without sound, with 92% of users watching videos muted. That highlights the importance of captions for accessibility and engagement (Statista)
Short-form videos, particularly those under 90 seconds, tend to retain viewer attention effectively, suggesting an optimal strategy for content creators to maximize engagement and message retention (Statista)
Mobile Marketing Statistics: A Summary
We’ve come to the end of our list of mobile marketing statistics. Use this data to inform your mobile marketing strategies an grow your business in 2024 and years to come.
If you need help, make sure to reach out – Udonis is an experienced mobile marketing agency that can help you reach your goals and stay ahead in this competitive market.
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