2018 mobile marketing

The new year is approaching quickly, which means it’s a great time to look at the 2018 mobile marketing statistics and trends that have emerged over the past year. Refresh your knowledge about the mobile industry, because a lot has changed. Understand what is driving mobile activity, how it has evolved, and how you can take advantage of it as a business. This article is aimed at helping you make better-informed decisions about your 2018 mobile strategy.

Mobile usage

1. As of August 2017, there are over 3.5 billion unique mobile internet users. Source: Statista

2. Users spend on average 69% of their media time on smartphones. Source: comScore

3. Mobile devices will drive 80% of global internet usage. Source: Zenith

4. 50% of the time individuals spend on digital media is on mobile apps. Source: Comscore

Mobile app usage

5. There are about 8 million apps in the Google Play store, 2.2 million in the Apple App Store, 669K in the Windows Store, and 600K in the Amazon Appstore. Source: Statista

6. The total number of mobile app downloads in 2017 is 197 billion (a forecast). Source: Statista

7. The total number of iOS app downloads in 2016 was 25 billion. Source: App Annie

8. The total number of Android app downloads in 2016 was 90 billion. Source: App Annie

9. Despite the sea of choice for mobile apps available for both iOS and Android, in real life people tend to use only a few on a daily basis. The average number of apps people use is 9 apps daily, and 30 apps monthly. Source: TechCrunch

10. Mobile websites get more visitors than native apps. But those people spend a lot less time on mobile websites than they do on apps. Source: comScore

11. Mobile is the dominant platform for searches, as 48% of the buyers use smartphones to start searching with a search engine. Source: Google Research

12. 69% of consumers worldwide between the ages of 18 and 39 use mobile devices to research products before they buy. Source: AUM Core

13. Google drives 96% of mobile search traffic, followed by Yahoo at 2% and Bing at 1%. Google Search is also one of the most popular mobile apps in the United States. Source: NetMarketShare

14. A “List of products” is the most important mobile website feature of local businesses, with “Opening hours” and “Price list” following closely after. Source: Statista

15. 78% of mobile searches for local business information result in a purchase. That’s higher than from any other kind of device. Source: comScore

Mobile spending

16. Mobile-influenced offline spending is already over $1 trillion. People do heavy mobile research before indulging in offline purchasing in almost all categories. Source: Forrester

17. 90% of smartphone owners use their phones while making purchasing decisions in a brick and mortar store. Source: Marketing Land

18. 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. Source: Nectafy

19. When people search on mobile, it tends to lead to action: 92% of those who searched on their phone made a related purchase. Source: Think With Google

20. 57% of users say they won’t recommend a business with a poorly-designed mobile site. Source: socPub

Mobile advertising

21. Google drives 95% of all US paid search ad clicks on mobile. Source: Search Engine Land

22. In 2017, mobile devices account for 61.9% of Google’s paid-search clicks – up from 53% in 2016. Source: iProspect

23. It’s estimated that US mobile search spending will reach $25.11 billion in 2018 and $28.25 billion in 2019. Source: AUM Core

24. 87% of Facebook’s advertising revenue comes from mobile. Source: AdWeek

25. By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. Source: MarketingLand

Mobile marketing

26. 68% of companies have integrated mobile marketing into their overall marketing strategy. Source: Salesforce

27. 71% of marketers believe mobile marketing is core to their business. Source: Salesforce

28. 83% of mobile users say that a seamless experience across all devices is very important. Source: Wolfgang Jaegel

29. 83% of B2B marketers said mobile apps were important to content marketing. Source: Strategy Trends


These statistics help us turn data into information, allowing you to make informed and rational decisions about your small business’ mobile presence and strategies. An important trend that hasn’t been covered in the stats yet is the blurring lines between the mobile web and apps. As Applause states “If responsive Web design was cutting edge in 2012, then Progressive Web Apps are what astute developers are focusing on in 2017.” In the year 2018, we will be able to gather a lot more data on Progressive Web Apps. So keep an eye out for this emerging trend!