As fellow marketers, we know that the first month of a new year can be a tough one. January is all about foreshadowing, goal setting, and strategizing to create a master marketing plan for 2015. And compiling this guiding beacon is no easy feat, especially when it comes to negotiating and allocating financial resources. What do you prioritize? What do you cut?
To help you make wise investment decisions, we’ve done some trend spotting for you. Specifically, we’ve rounded up the freshest statistics and charts that reveal the increasing importance of mobile (and mobile apps!) in consumer lives. Use these to convince your boss for more budget and bandwidth.
1) Mobile devices are becoming omnipresent across the globe.
- 1 in 5 people in the world own a smartphone (Source: BI Intelligence) Tweet this stat!
- 1 in 17 people in the world own a tablet (Source: BI Intelligence) Tweet this stat!
- 25% of smartphone owners aged 18-44 can’t remember the last time their phone wasn’t next to them (Source: Fast Company) Tweet this stat!
2) Consumer app-etite is growing because app retention and engagement have improved.
- There are 224 million monthly active app users in the US (Source: Search Engine Journal) Tweet this stat!
- The amount of time people spend using apps has increased by 21% since last year (Source: Localytics) Tweet this stat!
- In 2014, the percent of apps used only once shrunk to 20%, improving from 22% from last year (Source: Localytics) Tweet this stat!
- During the last four years, the percentage of apps used 11 or more times increased to 39% in 2014 (Source: Localytics) Tweet this stat!
- In Q4 of 2014, apps were opened more than 10 times per month (higher than Q4 of 2013) (Source: Localytics) Tweet this stat!
3) Mobile is winning the battle for consumer time in key categories, like social networking and entertainment.
- Digital radio and photos now generate 96% of their total engagement from mobile devices (Source: comScore) Tweet this stat!
- Total mobile engagement on social has grown 55% in the past year (Source: comScore) Tweet this stat!
(Graph courtesy of comScore)
4) Brands are investing more in mobile ads because they perform better than online ads.
- Mobile ads perform 4-5 times better than online ads (Source: HubSpot) Tweet this stat!
- 62% of smartphone users are “ok with 15-30 second ads” in exchange for video content (Source: ReelSEO) Tweet this stat!
5) Mobile app revenue and the number of m-commerce transactions completed in apps will be higher than ever.
- More than 2 billion mobile users will make a mobile commerce transaction by the end of 2017 (Source: Juniper Research) Tweet this stat!
- In 2014, 42% of all mobile sales generated by the leading 500 merchants came from mobile apps (Source: Internet Retailer) Tweet this stat!
- 74% of smartphone users use their phone to help with shopping (Source: HubSpot) Tweet this stat!
- Mobile coupons are redeemed 10x more than print coupons (Source: HubSpot) Tweet this stat!
- Global mobile app revenues are expected to grow to 76.52 billion US dollars in 2017 (Source: Statista) Tweet this stat!
(Graph courtesy of Statista)
6) Mobile is eating into the time people spend watching television.
- US adults spend an average of 2 hours and 51 minutes a day using mobile devices (Source: eMarketer) Tweet this stat!
- In 2014, mobile was second only to TV for total time spent with media (Source: eMarketer) Tweet this stat!
7) People now spend more time using apps than they do accessing the web from a desktop or mobile device.
- There are 5x as many cellphones in the world as there are PCs (Source: HubSpot) Tweet this stat!
- 85% of people prefer native mobile apps to websites (Source: Search Engine Journal) Tweet this stat!
- In the US, time spent with mobile apps now exceeds desktop web access (Source: MarketingCharts) Tweet this stat!
- Smartphone users spent 89% of their mobile media time in Q4 of 2013 using mobile apps (Source: Nielsen) Tweet this stat!
(Graph courtesy of Nielsen)
The Web to Apps Movement: What the Numbers Tell Us
One of the most interesting trends we see (as presented in the stats above) is a movement away from traditional websites to appified experiences. People are choosing to spend more and more time with apps because they are personalized, intuitively designed, and task-oriented.
Are you ready for the app-driven future? Join us for our upcoming webinar and we’ll teach you everything need to know to feel confident in a world dominated by apps, not websites. And don’t worry; a lot of your online skills are transferrable to mobile (we’ll show you how!).