Mobile Statistics

We love stats. Enjoy our collecting of some of the latest mobile related statistics that reflect the growth and importance of mobile as a channel for reaching people. Feel free to use any stats with attribution to the sources listed (and maybe a link to this page if you like).

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Mobile Usage Statistics

91% of U.S. citizens have their mobile phones within reach at all times. (Mobile Marketing Association)

The typical user looks at their phone 150 times per day. (Tomi Ahonen Almanac 2013)

In 2012, the mobile industry grew its revenues by a massive 12% and hit 1.45 Trillion US dollars in total for the year. The mobile industry set the record for the fastest industry ever to reach that massive Trillion-dollar level (far bigger than for example the PC or TV or internet or advertising industries, just so you have some context). (Tomi Ahonen Almanac 2013)

Mobile phones connected and in use outnumber television sets by more than 2 to 1, personal computers of all types, including tablet PCs like the iPad, by more than 4 to 1, DVD players by 5 to 1. Newspaper circulations by 12 to 1. (Tomi Ahonen Almanac 2013)

90% of all humans who have ever taken a picture, have only done so on a cameraphone, not a stand-alone digital or film-based ‘traditional’ camera. (Tomi Ahonen Almanac 2013)

In 2011, there were 835 million smartphone users, 5.6 billion feature phone users (Mary Meeker, Kleiner Perkins, Morgan Stanley Research via Business Insider)

81% of smartphone users access the Internet on their mobile devices (Study from Google and conducted by Ipsos OTX)

Global internet usage will more than double by 2015, and most of these users will be mobile (Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight via Business Insider)

64% of mobile phone time is spent on apps (Nielsen 2012)

13.4% texting, 11.1% browser, 5.5% social networking apps, 5.4% dialer, 5.3% email/IM, 2.3% music/video, 1.1% camera, 55.8% other apps (Nielsen 2012)

Adults spend more media time on mobile than newspapers and magazines combined (eMarketer December 2011)

On average, it takes 90 minutes to respond to an email, but 90 seconds to respond to a text message (CTIA)

In 2012, the U.S. saw a 55% increase in smartphone subscriptions to make for 98 million smartphone subscribers, representing nearly 42% of all U.S. mobile users. (comScore 2012)

In the U.S. alone, there were more than 400 smartphone devices on the market at the end of 2011 (comScore 2012)

In 2011, smartphone adoption increased 99% among 6-person households, 98% among those making less than $25,000, and 92% among retirees (comScore 2012)

Apple and Android represent more than 75% of the smartphone market (comScore 2012)

QR code usage jumped 617% from January to December 2011 in top 100 magazines (Nellymoser)

Mobile email opens increased 34% while opens on webmail and PCs decreased by 11% and 9.5% from April to September 2011 (Return Path)

 

Mobile Apps

Smartphone users spend more time browsing the internet (25 minutes a day), social networking (17 minutes a day), playing games (13 minutes a day) and listening to music (16 minutes a day) than they do making calls (12 minutes). (O2’s “All About You” Report)

85% of consumers prefer mobile apps over mobile websites (Compuware global survey)

64% of mobile phone time is spent on apps (Nielsen 2012)

127.6 million mobile users in the U.S. and 108 million users in Europe consumed mobile media through their mobile browser or application in 2011, about a 30% increase over 2010 (comScore 2012)

In December 2011, 47.6% of the total mobile audience in the U.S. used apps, 47.5% used mobile browsers; in Europe, 38.2% of the total mobile audience accessed mobile media via application, 38.1% used browsers (comScore 2012)

 

Local Search

59% of searches from a PC resulted in a purchase vs 78% of mobile phone searches resulting in a purchase. (15miles/Neustar Localeze Sixth Annual Local Search Study)

86 million people in the U.S. now seek local business information from their mobile phone. (15miles/Neustar Localeze Sixth Annual Local Search Study)

61% of smartphone users make local searches from a device (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012)

49% of mobile and tablet users conduct local business searches on apps (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012)

Mentioning a location in an ad or search result can increase click-through rates up to 200% (ThinkNear 2012 via MediaPost)

20% of telecom, 30% of restaurant, and 25% of movie searches are mobile (Google)

61% of local searches on a mobile phone result in a phone call (Google, 2012)

 

Mobile Commerce

In 2013, mobile commerce contributes 17.4% of total ecommerce revenues. And by 2017, the share will go up to 25%. (IBM’s Online Retail Index study)

69% of consumers order food online using a mobile device (IAB & Viggle study “Mealtime Goes Mobile”)

34 percent have made a purchase using their mobile phone compared to 19 percent in 2011 (DC Financial Insights, 2012)

Worldwide mobile payment transactions will surpass $171.5 billion in 2012, up 62% from $106 million last year (Gartner, 2012)

Mobile payments are expected to quadruple to $630 billion by 2014 (Juniper Research)

42% of mobile users browsed products, 32% read online reviews, and 23% purchased products on mobile in the last 30 days (Nielsen Smartphone Analytics December 2011)

25 percent of consumers engage in online shopping only via mobile (Prosper Mobile Insights, 2012)

 

Mobile Marketing

98% of push notifications and text messages are opened (Frost & Sullivan)

92% of mobile video viewers said that they share mobile video content with others (eMarketer)

Mobile coupons get 10 times the redemption rate of traditional coupons. (Borrell Associates, HubSpot)

Mobile content and access had revenues of $39.17 billion in 2011, up 27.8% from 2010. Of that $39.17 billion, business accounted for 58% of the total and consumer for 42%. (PQ Media January 2012 via MarketingProfs)

From 2006 to 2011, mobile and social media revenue rose at a compound annual growth rate of 28.7%. (PQ Media January 2012 via MarketingProfs)

Total US mobile and social media revenues-including business and consumer content, access, and advertising and marketing-reached $45.38 billion in 2011, up 30.2% from a year earlier (PQ Media January 2012 via MarketingProfs)

Total US mobile and social media revenues-including consumer and business access, content, advertising and marketing-is expected to grow 30.8% year over year in 2012 (PQ Media January 2012 via MarketingProfs)

Mobile advertising and marketing was the fastest-growing sector in 2011, expanding 53.7% year over year to $3.39 billion with the ad segment soaring 60.9% and the marketing segment expanding 46.2% during the year (PQ Media January 2012 via MarketingProfs)

The global mobile ad market will grow from $3.4 billion in 2010 to $22.0 billion in 2016 (Berg Insight via B2B)

40% of males ages 18 to 29 like mobile ads “somewhat” or “very much” (eMarketer)

US mobile ad spend to reach $2.6B in 2012 (eMarketer)

Mobile messaging ad spend will reach $7.4bn by 2017, driven by a surge in location-based services. (Juniper Research, 2012)

 

Mobile Stats For Retail

More than half (52%) of adult cell phone owners used their devices while in a store to get help with purchasing decisions. (Pew 2011 via MediaPost)

39% of store walkouts, where consumers leave without buying, were influenced by smartphones (Motorola Solutions)

More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011 (comScore 2012)

79% of smartphone owners use their device while shopping and 74% make a purchase as a result ((Study from Google and conducted by Ipsos OTX)

53% of used phone for research while in retail store (Comscore 2012)

47% of smartphone owners use shopping apps (Nielsen study 2012)

At the end of 2011, nearly 1 in 5 smartphone users scanned product barcodes and nearly 1 in 8 compared prices on their phones while in a store (comScore 2012)

QR code scans increased 300% in 2011 over 2010 (ScanLife)

QR code usage jumped 617% from January to December 2011 in top 100 magazines (Nellymoser)

55.2 Million Americans downloaded Shopping Apps in 2012  (Think with Google)

17x per month – number of times consumers accessed shopping apps on their devices (Think with Google)

$159 billion retail purchases were influenced by the mobile channel in 2012 (Think with Google)

45% of shoppers visit stores more often if they have the retailer’s mobile app (Think with Google)

 Shoppers who use a retailer’s mobile app or site spent +15% online, +25% in-store than those who don’t (Best Buy’s comparison study)

 

Mobile Stats For Restaurant & Food

65% of the 86 million people in the U.S. seeking local business information from their mobile phone are searching for restaurants. (15miles/Neustar Localeze Sixth Annual Local Search Study)

69% of consumers order food online using a mobile device (IAB & Viggle study “Mealtime Goes Mobile”)

62% of consumers are less likely to choose a restaurant if they can’t read the menu on a mobile device (SinglePlatform and Chadwick Martin Bailey Study)

81% of consumers have searched for a restaurant on a mobile app in the last 6 months (SinglePlatform and Chadwick Martin Bailey Study)

80% say its important to see a menu before they dine at restaurant, & 70% say that menus should be readable on a mobile screen (SinglePlatform and Chadwick Martin Bailey Study)

85% of mobile activity for restaurants result in purchase (xAd/Telmetrics Mobile Path to Purchase Study 2012)

75% of time spent on mobile for restaurants is in apps (xAd/Telmetrics Mobile Path to Purchase Study 2012)

95% of smartphone users conduct restaurant searches (xAd/Telmetrics Mobile Path to Purchase Study 2012)

51% of mobile searches on Google are for restaurants (Google & Ipsos study)

 

Mobile Stats For Medical & Health Industry

86% of the 86 million people in the U.S. seeking local business information from their mobile phone are searching for pharmacies & 75% are seeking doctors and hospitals. (15miles/Neustar Localeze Sixth Annual Local Search Study)

18 million users accessed health info on mobile device (Comscore 2012)

19% of smartphone owners use a health app (Pew Internet 2012)

31% have used phone for health info (Pew Internet 2012)

50% use smartphone for health (Pew Internet 2012)

60% of downloaded health apps are fitness related (AhHa! Insights Mobile Health Applications: 2012 Study)

31 million app downloads are fitness related (AhHa! Insights Mobile Health Applications: 2012 Study)

37% of smartphone owners have used apps to track what they eat (Forrester 2012)

Mobile health apps will exceed $400 million annually by 2016 (ABI Research)

 

Mobile Stats Related To Entertainment Industry

55% of US consumers prefer apps for music (mobithinking)

33% of mobile phone owners listen to music on their device (Comscore 2012)

Over 1 Billion music tracks purchased in US are digital (Nielsen 2012)

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