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50+ Mobile Marketing Statistics, Facts & Trends

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Given the number of people using their mobile devices for browsing, emails, and other things, it is no surprise that many brands are tapping into the power of mobile marketing. The statistics speak for themselves!

Let’s dive into these mobile marketing statistics, including mobile marketing and ad spending and revenue, adoption and implementation, and key use cases and trends.

Top 6 Mobile Marketing Statistics (Editor’s Pick)

  • The US spent $164.8 billion on mobile advertising in 2022.
  • Mobile ad spending in the US is expected to reach $463.55 billion by 2026.
  • As of 2023, TikTok is used by 42% of mobile marketers.
  • As of February 2023, 28% of companies used automation in SMS marketing.
  • In 2022, Instagram videos were used by 79% of mobile marketers.
  • 33% of marketers will leverage short-form mobile videos in 2023.

Infographic

top mobile marketing statistics
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General Mobile Marketing Statistics, Facts & Trends

1. User privacy was the key challenge for 43% of mobile app marketers in 2022.

Other key challenges were macroeconomic factors (for 29% of app marketers) and acquisition costs (27%).

2. As of September 2022, 13.7% of American companies’ marketing budget was devoted to mobile marketing.

The figure constitutes a 4.7% drop from August 2021. It is predicted to grow to 16.9% by September 2023.

3. As of March 2023, 14.77% of UK companies’ marketing budget is dedicated to mobile marketing.

That percentage is expected to increase to 17.85% in 12 months and 27.64% by 2028.

4. In 2022, American B2C service companies had the highest share of their marketing budget dedicated to mobile marketing.

That share was 31.1%. The B2B product companies allocated the least budget to marketing – only 8%.

5. Ad networks and self-attributing networks were partnerships of the highest priority for 38% of app marketers in 2022.

Demand-side platforms were the top priority for 13% of marketers for partnering with, and agencies were the top priority for 12%.

6. As of Q4 2022-Q1 2023, Ströer Digital had the highest mobile advertising reach in Germany, with 38.59 million subscribers.

Burda Forward was second, with mobile advertising reaching 32.93 million users.

7. Mobile-friendly websites will be leveraged as a mobile marketing tool by 32% of marketers in 2023.

28% of marketers will also leverage SMS and WhatsApp messages as mobile marketing tools.

8. In 2022, 95% of Spanish SMEs had mobile-friendly websites.

Here is a breakdown of how marketers SMEs in other European countries fared regarding mobile optimization of their websites:

Country Percentage of SMEs with a mobile-friendly website
France 85.71%
Germany 72.86%
The Netherlands 68.25%
Belgium 52.27%

9. As of Q1 2022, mobile ads covering 80% of the screen captured users’ attention for 6.6 seconds.

The smaller the ad was on the screen, the shorter time users spent viewing it. 

The average viewership for mobile ads covering 50% of the screen was 3.2 seconds.

Mobile Marketing for Different Demographics Statistics

10. In 2022, 49% of Generation X in the US liked being contacted by brands via text messages.

The average figure across generations was 46%.

Here is a full breakdown of the amount of Americans in each generation who liked to be contacted by brands through SMS in 2022:

Generation Percentage
Generation X 49%
Millennials 47%
Generation Z 44%

11. 62% of American Gen Z and millennials made purchases on their mobile thanks to social media in 2021.

Overall, the figure of consumers who made mobile purchases directly after discovering a product on social media in 2021 was 82%.

12. The biggest advertising audience of the Japanese app LINE was 45-49-year-olds.

This demographic made up 12.1% of the Japanese messaging app’s advertising audience. 40-44-year-olds made up 10.5%.

Mobile Marketing Revenue & Spending Statistics

13. Mobile advertising accounted for 92% of digital ad spending in China in 2021.

The global average mobile ad share of digital ad spending was 74.9%.

Here is a breakdown of other countries with the largest share of mobile ad spending in digital ads:

Country Share
Mexico 88.5%
South Korea 81.5%
Singapore 80.9%
Taiwan 80.7%
Hong Kong 79.6%
Colombia 77.8%

14. The US spent $164.8 billion on mobile advertising in 2022.

Here is a breakdown of how much other countries spent on mobile advertising in 2022:

Country Amount spent on mobile advertising, USD
China 111.3 billion
UK 17.36 billion
Japan 11.19 billion
Canada 7.27 billion
Germany 6.89 billion
Australia 6.04 billion
France 4.45 billion

15. In-app ad spending is forecast to reach $314.5 billion in 2023.

The average in-app ad spending per app user is expected to be $58.99 in 2023.

16. The American in-app advertising market will reach $117.20 billion by 2027.

This figure will be reached thanks to the compound annual growth rate (CAGR) of 11.32%, from $115.20 billion in 2023.

Here is the breakdown of the predicted value of this market in 2027 across other regions:

Country In-app advertising market value in 2023, USD CAGR In-app advertising market value in 2027, USD
China 119.10 billion 9.35% 170.30 billion
UK 13.17 billion 9.7% 19.07 billion
Germany 6.2 million 10.01% 9.08 million
Australia 5.5 million 7.98% 7.48 million
Canada 5.3 million 8.88% 7.5 million

17. Games and social media will spend the most on in-app advertising by 2027.

Here is a table illustrating the in-app ad spending across industries by 2027:

Industry Spending, USD
Social Media 164.70 billion
Games 142.40 billion
Shopping 46.98 billion
Entertainment 33.93 billion
News & Magazines 17.77 billion
Music 13.10 billion
Books 6.97 billion
Photo & Video 4.75 billion
Utilities 3.21 billion
Productivity 2.48 billion

18. The share of the digital advertising revenue generated via mobile purchases will reach 53.08% in Europe by 2027.

As of 2023, the share is 48.18%. It is predicted to grow by 4.9% by 2027.

19. Mobile ad spending is projected to grow to $399,571 billion by 2024.

That would be an increase of almost $40 billion from the projected 2023 figure of $360,334 billion.

20. Mobile ad spending in the US is expected to reach $463.55 billion by 2026.

Here is a breakdown of the types of mobile advertising this money will be spent on:

Type of mobile advertising Figures, USD
Mobile video ads 134.5 billion
Search ads 123 billion
Social media ads 122.2 billion
Banner ads 81.25 billion
Classifieds 2.6 billion

Social Media Mobile Marketing Statistics

21. In 2022, 65% of consumers used social media messaging apps to communicate with brands.

Here is a breakdown of the most popular social media apps consumers used to engage with brands:

Mobile messaging app Percentage of consumers who used it in 2022 to contact brands
Facebook Messenger 43%
Instagram DM 18%
Twitter DM 12%
Snapchat 10%
WhatsApp 8%
TikTok DM 7%

22. 76% of marketers plan to increase their marketing spending on TikTok in 2023.

Instagram and WhatsApp marketing spending will also increase – for 46% and 37% of marketers, respectively.

23. In 2023, social media mobile ad spending will grow to $140.92 billion.

Mobile social media ad spending is predicted to be the biggest mobile ad spending area in 2023. Mobile banner ad spending is forecast to reach $128.07 billion.

24. In 2022, Instagram and TikTok had the best ROI for 16% of marketers.

58% of marketers were leveraging Instagram, and 42% were leveraging TikTok.

25. As of 2023, TikTok is used by 42% of mobile marketers.

Over 50% of marketers will increase their investment in TikTok in 2023, and 26% will be using it for the first time.

share of mobile marketers using tiktok
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26. In 2022, brands comprised 12% of the top 50 Instagram accounts.

The most followed brands were Instagram, Nike, and National Geographic.

27. Shorter Instagram captions (100-1,000) characters performed best in APAC in 2022.

In Europe, Instagram captions that were under 20 or over 2,000 characters got the best results.

28. In 2022, TikTok was the most popular brand on its own platform, with 62 million followers.

Netflix and NBA were other popular brands on TikTok, with 22.9 million and 15 million followers, respectively.

Mobile Email Marketing Statistics

29. 41.6% of emails were opened on mobile devices in August 2021.

90.5% of the emails were opened on an Apple iPhone and 4.9% on Android phones.

30. In Q2 of 2021, 46.2% of marketing emails were read on mobile devices.

By Q3, the figure dropped to 42.4%. Apple iPhone was the most popular device for opening such emails across Q1-Q3 of 2021.

31. In Q1 of 2021, the average time for reading a marketing email on mobile was 9.8 seconds.

By Q3 of 2021, the average time dropped to 9.6 seconds.

32. From July 2021-June 2022, 71% of smartphone users used it for checking and sending emails.

Here is a breakdown of other user smartphone activities for mobile marketing channels:

Activity Percentage of users
Watching videos 61%
Product search 57%
Buying products 56%
Visiting deals pages 38%

SMS Marketing Statistics in Mobile Marketing

33. As of February 2023, 28% of companies used automation in SMS marketing.

22% of companies used marketing automation for mobile push notifications.

34. In Q1 2022, 6.9% of the marketing budget was allocated to SMS/in-app marketing.

The SMS/in-app segment’s share of the marketing budget was the smallest. 

Social advertising received the largest share, amounting to 10.1%.

35. 70% of consumers subscribed to SMS marketing notifications in 2022.

That constituted an increase of 8% from 2021. 55% of these consumers subscribed to notifications from 1 to 5 businesses.

36. In 2022, 52% of consumers were most likely to sign up for SMS marketing from e-commerce retailers.

Here is a table showing other types of businesses from which consumers wanted to receive text messages in 2022:

Industry Percentage of engaged consumers
Healthcare 49%
Banks 46.6%
Travel 26.2%
Technology 18.9%
Education 17.3%
Hospitality 12.7%
Insurance 12.1%
Recruitment 7.9%
Charities 7%
Real estate 5.3%

37. 55% of businesses used SMS marketing to reach customers in 2022.

This figure constituted an increase of 27% from 2021.

38. Ease of use was the primary reason 34.6% of businesses invested in SMS marketing in 2022.

Other reasons were a large mobile marketing audience (29.9%) and the possibility of two-way interactions (28.5%).

39. “Too many text message alerts” was the primary reason 59.5% of consumers unsubscribed from SMS marketing in 2021.

The ideal amount of marketing texts was 1 message every other week for 55.9% of consumers.

40. Sales and promotion was the most popular SMS marketing use case in 2021 for 37.5% of companies.

27.3% of businesses were using SMS marketing for customer support.

41. In 2021, 60% of Polish companies did not measure the effectiveness of their SMS marketing campaigns.

18% of Polish companies using SMS used the overall increase in sales as a success metric. Deliverability was used as a metric by 15% of companies in Poland.

42. 57% of Polish companies gathered data for SMS mobile marketing during user registration in 2021.

35% of Polish companies gathered data for these purposes when an order was submitted. 7% of them were not building contact databases for SMS mobile marketing at all.

Video Mobile Marketing Statistics & Trends

43. In Q1-Q2 of 2022, 88% of video ads in Italy were viewed on mobile.

The global average rate of mobile views of video ads was 80.1%.

44. In 2021, mobile video ads impressions made 39% of all video ads impressions.

The lion’s share (46%) of all monetized video ads’ impressions was taken by CTV in 2021.

45. In 2022, Instagram videos were used by 79% of mobile marketers.

TikTok videos were used by 35% of marketers for marketing purposes

13% of marketers used Snapchat videos as well.

share of mobile marketers using instagram videos
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46. Video advertising on mobile will account for $180 billion of ad spending by 2027.

As of 2023, mobile video advertising accounts for 122.20 billion worldwide.

47. By 2027, the USA will be responsible for generating $82.15 billion of mobile video ad spending.

Here is a breakdown of the mobile video ad spending that will be generated across other regions by 2027:

Country Mobile video ad spending, USD
UK 8.21 billion
Canada 3.72 billion
Australia 3.32 billion
Brazil 2.04 billion
The Netherlands 700.60 million

48. Short-form mobile videos will be leveraged by 33% of marketers in 2023.

And 21% of marketers will use short-form for the first time in 2023. 

For 10% of marketers, such mobile marketing tool has the highest ROI.

49. As of December 2022, 75% of American mobile marketers placed video ads on TikTok.

67% of marketers used Instagram Reels for video ads, and 43% had YouTube Shorts as their preferred short-form video platform for ads.

Mobile Marketing Trends

50. Mobile social media advertising spending per user is forecast to reach $33.06 by 2025.

For Desktop social media advertising, the per-user spending figure will be $6.84.

51. There will be 7.49 billion mobile users by 2026.

And almost 5.85 billion of them will be smartphone users.

52. Short-form marketing videos and stories will resonate with the audience in 2023.

Instagram Reels are predicted to resonate more with Millennials and older generations, whereas TikTok videos will appeal more to Generation Z consumers.

Is Mobile Marketing Here to Stay?

Many people perform daily tasks like emails, consumer research, and other operations on their mobile phones. Plus, mobile users are predicted to grow over the next few years.

Therefore, marketers not utilizing mobile marketing capabilities miss out on a large audience segment. And as these mobile marketing statistics show, mobile marketing is very likely to grow – whether it is SMS marketing, social media mobile marketing, or mobile video marketing. If you want more insights on the latter, check out our article on video marketing statistics!

Interesting Reads:
References:
  1. https://content.liftoff.io/hubfs/2022/Reports/App%20Marketer%20Survey/2022%20App%20Marketer%20Survey%20-%20EN.pdf
  2. https://www.statista.com/statistics/1223644/mobile-marketing-budget-share-sector-usa/
  3. https://www.statista.com/statistics/926403/mobile-marketing-budget-share-usa/
  4. https://www.statista.com/outlook/dmo/digital-advertising/in-app-advertising/worldwide
  5. https://www.statista.com/statistics/258256/share-of-digital-ad-budget-spent-on-mobile-in-the-uk/
  6. https://www.statista.com/statistics/1254998/us-genz-millennials-purchased-influenced-social-media/
  7. https://www.statista.com/statistics/1286087/mobile-shopping-influenced-social-media-us/
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  12. https://www.statista.com/statistics/433214/agof-mobile-facts-outreach-of-mobile-ad-marketers-in-germany/
  13. https://www.statista.com/forecasts/267112/development-of-revenue-of-mobile-advertising-worldwide
  14. https://www.statista.com/forecasts/312275/mobile-share-digital-ad-spend-western-europe
  15. https://www.statista.com/forecasts/258488/mobile-marketing-sales-impact-in-the-us-by-type
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