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Q2 2021 smartphone analytics: consumer mobile usage and adoption. Use our mobile marketing statistics compilation to inform your digital marketing strategy and mobile user experience

"Mobile to overtake fixed Internet access by 2014" was the huge headline summarizing this bold 2008 mobile marketing prediction by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers reviewing technology trends. That same year, Eric Schmidt of Google exhorted businesses to take a 'Mobile First' approach to designing web experiences, informed by customer-focused smartphone analytics. Our mobile marketing statistics compilation contains all the marketing research you need to make the right decision in 2021. 13 years later, with usage shooting up amongst all demographics, mobile marketing statistics are more vital digital markers engaging their audience than ever before. Now, more than half of all web traffic is mobile. Interestingly, this trend is set…

Your customer's omnichannel digital experience is key to meeting your healthcare marketing goals. Your ability to prioritize determines how fast you'll get there

Naturally, user experience (UX or CX) applies to just about every marketing sector right now. But, where healthcare marketing comes into its own, is the sheer opportunity for data-driven personalization. Customer-focused healthcare marketing taps into the benefits of digital transformation for manufacturing, logistics, supply chain, healthcare agents, and the patients as end-users. Firstly, let's consider the digital disruption which puts consumers in a researcher's shoes, and making personal decisions about their healthcare, online: 47% research doctors online 38% research hospital and medical facilities online 77% book medical appointments online But how can marketers and managers anticipate and satisfy the needs of healthcare consumers demanding products and services on-demand? In this article, we will look into some elements of digital experience, including recommended resources from our Digital Experience…

A record-breaking year for digital advertising as mobile and video dominate revenue in the US

The IAB’s internet advertising revenue report is a survey commissioned by the IAB and conducted independently by PricewaterhouseCoopers. It’s released in full twice a year and provides an overview of digital revenue performance and the influencing factors. Although this report is from the US, many of the trends provide a strong indication of the direction digital advertising is taking in other western countries, including the UK. The 2018 report has revealed some interesting insights, most notably in relation to desktop vs. mobile, formats and market share by media. [si_guide_block id="98899" title="Download our Individual Member Resource – Paid media and digital advertising playbook" description="This paid media planning guide will provide marketers with a structured approach to paid media planning to help exploit these opportunities while managing the risks."/] The report contains a lot of information so…

Mobile ad spend set to overtake TV this year, Google fined £44 million for GDPR failures, Facebook cracking down on pages and group that break community standards and LinkedIn details skills most needed by companies in 2019

As mobile use is on the rise, so is ad spend across mobile devices. In fact, if ad spending stays on course, it's likely that mobile ad spend will overtake TV, putting it top of the list in 2019. It has been announced that Google has been fined £44 million for failing to meet GDPR regulations after two complaints were lodged against the company. Google is currently looking into the fine to decide its next steps. This week has also seen Facebook change its tactics on dealing with pages and groups that post content that is against community standards, meaning affiliated pages and groups could also be shut down. Finally, LinkedIn has released a list of the…

With desktops relegated strictly to the workplace, nearly every other online activity is accomplished with ease on mobile devices

When the average American spends over five hours glued to their smartphone every day, you know that it’s become their primary “screen”. That’s 2.5x time spent on mobile than desktops per month. With desktops relegated strictly to the workplace, nearly every other online activity is accomplished with ease on mobile devices. It all started innocuously enough, with mobile searches overtaking desktop searches on Google, way back in 2015. By October 2016, mobile traffic overtook desktop traffic worldwide for the first time ever with 51.3% of all traffic from mobile. That figure has been blown out of the water today, with a whopping 73% of online traffic now coming from mobile devices according to data collected from the Parse.ly network. [si_guide_block id="87688" title="Download…

Examples of how website designs must be optimized to support the way we hold and interact with smartphones

Our compilation of statistics showing the growth in smartphone usage highlights the well-known need to create effective mobile experiences. With mobile minutes accounting for more than two-thirds of online interactions in many countries, there is an obvious need to optimize designs so they are consistent with consumer behaviour as they use their phones. This need is also suggested by statistics showing lower conversion rates on smartphone (they’re typically between one half and one third of those on desktop).

Consumer behaviour of mobile interaction

I was recently running a training course looking at improving mobile customer journeys and experiences where our focus was on Millennial and Gen Z personas. I discovered this great new-to-me research on mobile interaction based on how a phone is held and interactions occur with a mobile handset using fingers…

How mobile devices are serving a wide range of consumer needs

We all know that the majority of web traffic is now on mobile devices, and consumers around the world are using their mobile devices for a wide range of tasks, including the all-important task of making key purchasing decisions. But how does the use of mobile vary when it comes to fulfilling different needs? And how does the use of mobile vary between countries? It is important marketers understand the answers to these questions, so they can understand how best to reach and connect with their target audience. This infographic from ComScore can help you understand how consumers are using different mobile technologies to fulfil various needs. …

Chart of the day: UK users spend almost 2 hours per day online via mobile

Mobile takes center stage today as we focus in on the UK, taking a look at the increasingly important role mobiles have to play in online behaviors. According to recent research, internet users are spending on average 1 hour and 42 minutes per day on their mobiles. This is an hour more compared to 2012. This time is mainly consumed by those in the 16-24 bracket and spend an average of 3 hours 16 minutes on their mobile per day. This number will only increase as we become more dependant on our mobile and tablet devices. What does this mean for marketers? As time spent online on mobile increases, marketers will need to migrate all their online activity to mobile. The increase in ownership…

Local tactics are the keys to consumer loyalty in a mobile-first world

For bricks-and-mortar businesses, loyalty programs have been a staple for decades, whether in the form of punch cards promising a free item, special sale offerings, or the now ubiquitous loyalty cards that we scan at grocery stores, pet stores, and everywhere in between. Simply put, customers think that loyalty programs are effective at getting them to return. It’s no surprise, then, that as ecommerce rose to prominence, many online businesses also instituted some variation of the loyalty program. A problem arises today, however, when businesses think that the only way to drive customer loyalty is through such programs. But what are the alternatives? Customers are increasingly burdened by a jumble of key rings, codes, and email subscriptions telling them about special offerings and it can be a little overwhelming. There has to be another way. One alternative to the traditional…

Chart of the Day: How the importance of mobile search varies by sector

It's often said that we're now well past the mobile tipping point where mobile accounts for more than half of site visits and searches. Yet this average masks a wide variation across sectors. For example, in B2B search is still dominated by desktop rather than mobile. At Smart Insights we see just 15% of our 500,000+ new organic visits are mobile. This recently published research from Hitwise from the US and UK shows the difference in the percentage of mobile search by B2C industry sectors.

Mobile search share by industry: United States

Mobile search share by industry: United Kingdom

The main sectors where desktop is still relatively important are banking,…