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MARKETING NEWS FLASH |

FACTS & STATS

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By 2017, mobile devices will make up 87 percent of the total sales of Internet-enabled technology.

(April 2014)
1

Globally, mobile ad spend jumped by 105% in 2013 and is predicted to climb another 75% this year for a total of $31.5 billion.

(April 2014) 2

Consumers are not going on desktop to share brand messages, rather they are going to mobile devices. Flurry’s most recent study shows 86% of mobile usage is within apps.

(April 2014)
3

[In Brazil], [m]obile penetration is expected to reach 140% in 2012 compared to fixed-line penetration of 22%, placing mobile as the key provider of all types of telecommunications services to the majority of consumers.

(September 2012) 4

Those mobile phone users reported storing large amounts of data on their phones that they consider private, including contact information (82% of users), text messages (78%), photos and videos (75%), and voicemail messages (74%). They appeared especially cautious about passwords, and just 27% store passwords for websites and apps.

(September 2012)
5

Location tracking may be key to targeted marketing, but mobile phone users treat location as a privacy concern. 19% of mobile phone owners have turned off the location tracking feature because they were concerned that other individuals or companies could access that information. That figure rises among smartphone owners, 30% of whom have turned off location tracking.

(September 2012) 6

Another common security measure, as revealed in a July 2012 UC Berkeley study, is simply holding a mobile phone “close to the vest.” 9 in 10 respondents reported they would definitely not allow a stranger to borrow their mobile phones, and only half said definitely would allow a spouse or other close family member to borrow their phones.

(September 2012)
7

Consumer Services and Financial Industries See Highest Mobile Email Opens Rates: The Consumer Services and Financial industries saw the highest mobile open rates, 42.17 percent and 40.13 percent respectively.

(September 2012) 8

Mobile Email Opens Climb to 36 Percent: The number of emails opened on a mobile device (smartphone and/or tablet) during the first half of 2012 overall rose to 36 percent. This is a 32 percent increase over the former mobile email open rate of 27 percent from the second half of 2011. Data shows the steady, strong increase in mobile open rates continues, which underscores the importance of having a mobile-first mindset.

(September 2012)
9

“Mobile Tipping Point” is Quickly Approaching: With the overall share of mobile email opens now at 36 percent across all industries, the share of mobile email opens is on track to exceed 50 percent for most brands within the next six to 12 months. Some are already there. Knotice refers to this as the “mobile tipping point.” Email and mobile marketers need to begin planning for a point in time when mobile users will be the majority audience.

(September 2012) 10

Based on this information, Mobile advertising (display, video, audio) should be at least an $11 billion dollar market1 in the U.S. and higher globally assuming similar dynamics exist worldwide.

(August 2012)
11

14% of the global population uses a smartphone in 2012; in the United States, 37%; and by 2016, those numbers will be 59% in the U.S. and 30% worldwide

(August 2012) 12

As smartphone penetration increases over the next several years, the reach and frequency of the Mobile advertising platform will continue to grow. eMarketer forecasts that total usage of smartphones will extend from 37 percent in 2012 to 59 percent in 2016.

(August 2012)
13

Using the eMarketer forecast to adjust the shape of the reach/frequency curve, Marketing Evolution estimates that the media budget allocation to Mobile advertising will increase over the next four years, shifting from 7 percent to 10 percent by 2016, assuming all other media remain similar in reach/frequency/cost and impact.

(August 2012) 14

Email services provider StrongMail recently surveyed more than 800 business executives and found 45 percent of their companies were using mobile marketing. However, the concept is still relatively new, with 57 percent having used it for less than a year.

(August 2012)
15

Marketers are making up for lost time, though. More than half (55 percent) say their mobile budgets have already increased, and 70 percent say their mobile budgets will increase in the next 12 months.

(August 2012) 16

What are the most popular types of mobile marketing? Although mobile websites (used by 70 percent), mobile apps (used by 55 percent) and QR codes (used by 49%) were the most popular methods of mobile marketing, even these were used by fewer than half of marketers.

(August 2012)
17

How much are businesses spending on mobile marketing? Again, there is still a long way to go: Over half (54%) of businesses spend 5 percent of their marketing budgets or less to the mobile marketing. But nearly one-fourth of businesses allocate less than 1 percent of their marketing budgets to mobile marketing.

(August 2012) 18

As for businesses that still don’t participate in mobile marketing, “lack of strategy” was cited as the top reason companies didn’t launch a mobile program (37 percent), with “lack of resources” close behind (22 percent).

(August 2012)
19

StrongMail found 43 percent of companies integrate email with their mobile marketing efforts. However, there is still a ways to go: Only 27 percent use cross-channel advertising campaigns with mobile messaging, and only 29 percent use mobile response data to optimize email offers.

(August 2012) 20
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CMO Council Contact
Donovan Neale-May
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408.677.5300 x5333
donovan@cmocouncil.org

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