Mobile Marketing Statistics 2012

Statistics on mobile usage and adoption to inform your mobile marketing strategy

“Mobile to overtake fixed Internet access by 2014″ was the big headline from the infographic later in this post.

To help you keep up-to-date with the rise in consumer and company adoption of mobile and it’s impact on mobile marketing, we’ll be keeping this post updated throughout 2012 as the new stats come through.

Global increase in use of mobile browsing – May 2012

Here’s some interesting new data showing how mobile use varies between different parts of the world. Look at the scale and growth of mobile usage in Asia in particular.

Source: Pingdom, May 2012

This table also shows the dramatic growth rates in mobile share of web traffic across the world over the last two years:

Consumer preferences for using mobile commerce for retail

We know from the oft-quoted stat later in this post that mobile access to the Internet will exceed desktop access by 2012. But when reviewing mobile adoption statistics, it’s access doesn’t equate to usage or preference. Good evidence is presented in this new research published by eMarketer on Jan 24th, 2012.

It shows that PC/laptop purchases are preferred by 87% of respondents, with mobile websites preferable compared to apps for retail.

Mobile usage statistics in Europe

We now add some detail to consumer mobile preferences using the latest July 2011 Comscore Mobile Lens data on Mobile phone usage.

The latest data (collected May 2011) suggests that mobiles are not used as widely as might be expected, given the hype, for different web applications across Europe, with just 32% using a mobile browser across these 5 European countries, although the figure exceeds 40% in the UK.

Mobile retail usage in Europe

Looking at the retail sector, we can see that just 1 in 10 use mobile access to retail sites through mobile web and apps.

However, the report does show the future growth potential with year-on-year growth rates of 80% suggesting a brighter future for mobile usage.

If you’re a retailer planning your strategy then the report has additional info on breakdown between mobile web and app access to retail. The stats that matter most will be the % of visitors already accessing or buying by mobile and I know this is over 10% in many cases.

Dave Chaffey

In 3 years mobile “should” take over desktop internet usage

What do you think? Either way – this info-graphic from Microsoft Tag provides some serious food for thought and it’s great to see this data together to help with future marketing planning.