Mobile Marketing Statistics 2017 | University of Denver | Bob Bentz

Mobile Marketing Statistics 2017

Communication 4318 – Bob Bentz, Adjunct

University of Denver Communications 4318

Mobile Marketing BobBentz.com

Author President

About the Instructor – Bob Bentz



1 – Mobile IntroYour Mobile is Your Digital DNA



The Smartphone Made Marketing Mobile



What We are Doing on our Smartphones



MOBILE BOOM: Time Spent with Media



Among users of each medium,

RADIO

Source: Nielsen

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016

653708 724 703

907 902836 836 834 837 844 846

weekly minutes per adult user, SMARTPHONE INTERNET (APP/WEB)weekly minutes per adult user, RADIO

http://www.nielsen.com/us/en/insights/reports/2016/the-comparable-metrics-report-q2-2016.html

http://www.marketingcharts.com/



Mobile (smartphone + tablet combined) overtook

desktops in online video plays in Q2*.

DIGITAL VIDEO

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

20%

40%

60%

80%

22% 25%30%

34%

42% 44% 45% 46% 48% 51%

Source: Ooyala | *Separately, mobile devices are set to top fixed devices in video viewing time this year.

(Mobile + tablet share of digital video plays, Ooyala platform)

http://go.ooyala.com/wf-video-index-q2-2016?

http://www.marketingcharts.com/online/mobile-to-exceed-fixed-devices-in-global-video-consumption-this-year-69304/




Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

10%

20%

30%

40%

50%

60%

28% 30% 32% 31% 30% 32%37% 41% 43%

9% 9%10% 9% 8% 8%

9%9% 8%

37% 39%42% 40% 38% 40%

46%50% 51%

Tablet

Smartphone

Mobile Total

Mobile devices are now responsible for a majority of email clicks.

EMAIL

Source: Experian Marketing Services(mobile share of email clicks, Experian clients)

http://www.experian.com/marketing-services/email-benchmark-q2-2016.html?




2 – Advantages of MobileThe Closest a Brand Can Get to its Customer



Mobile Marketing Benefits



Mobile Marketing Benefits



3 – Mobile WebA Tsunami of Internet Traffic Has Gone Mobile



More Time on Mobile Web than Desktop



How Is This Still Possible?



Responsive Design



SEO: Now Need to Optimize for Voice Search



4 – Text Message MarketingThe Workhorse of Mobile Marketing



Business Use of SMS



Fridays are Best for Text



OTT Messaging Apps



5 – Social MediaEvery Social Media Network is Different



Social Media Sites by Visits



Social Media Users by Demo



Age Distribution of Major Social Media Sites



If you want to Reach Teens & Young Adults



Not 4 Grandma: SnapChat Use by Age Group



If you want to Reach Millennials



More adults now use social networks on tablets than on PCs.

SOCIAL MEDIA

Source: Nielsen(% reach among US adult population)

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016

25.5%23.8% 24.1%

27.1% 28.3%30.6%

28.8%32.4%

30.6% 29.6% 29.9% 29.2%

Tablet social networking reachPC social networking reach

http://www.nielsen.com/us/en/insights/reports/2016/the-comparable-metrics-report-q2-2016.html




We learned early this year that a majority of Facebook’s monthly active users access via mobile only*.

FACEBOOK

Source: Facebook | *Yes, technically this isn’t a 2016 milestone, but it was first reported this year, so…

(% of Facebook MAUs that are mobile-only)

Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016

27%30%

34%38% 40%

44%47%

52% 54% 56%59%

https://investor.fb.com/investor-events/default.aspx




Facebook is the Gorilla in the Room for SMB



Social Media Use by Businesses



Social Media is Driving Local Sales



6 - Mobile AdvertisingRight Consumers, Right Place, Right Moment, Right Device



A majority of clicks on search ads now come from mobile devices*.

PAID SEARCH

Source: Merkle | *Separately, mobile is now reportedly the primary source of Google ad revenues.

(mobile share of search ad clicks, Merkle clients)

Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%

10%

20%

30%

40%

50%

60%

20% 21% 24% 24% 27%33%

39% 39%

18% 18%18% 17%

16%

15%

14% 14%

38% 39%42% 41% 43%

48%53% 53%

Tablet

Smartphone

Mobile Total

https://www.merkleinc.com/thought-leadership/digital-marketing-report?

https://www.emarketer.com/Article/Mobile-Moves-Majority-Share-of-Googles-Worldwide-Ad-Revenues/1014633




Rocket Growth



Digital Advertising Surpassed TV in 2016



Advertising Spend by Medium 2016-2019



Social Media Ad Revnue Per Person



When Will Mobile Get Its Fair Share?



If a Picture is Worth a Thousand Words…



Video Anticipated to Provide Greatest Growth



The Mobile Ad Blocking Threat is Real



7 – Mobile AppsA Walking Billboard in your Customer’s Pocket



Smartphone apps now account for a MAJORITY of all time spent online in the US.

DIGITAL MEDIA TIME

Source: comScore

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul0%

20%

40%

60%

41.2%45.5%

50.1%

(Smartphone app share of all digital media time)

2014 2015 2016

http://www.comscore.com/Insights/Blog/Smartphone-Apps-Are-Now-50-of-All-US-Digital-Media-Time-Spent




App Store Optimization is Critical



Digital Time Spent Growing from Apps



Almost All Spend Most Digital Time with Apps



What Type of Apps are We Using?



Most Popular Social Media Apps



Top Apps Today



Android Users More Likely to Opt-In to Push



8 – Mobile CommerceAn Omnichannel Approach Will Most Likely Succeed



The Evolution of Retail



Retail Has Gone Online



Globally, mobile devices are now the primary drivers of e-commerce traffic.

E-COMMERCE

Source: Monetate

(% share of e-commerce website visits, by device)

Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 20160%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

24.1% 30.0% 33.0% 36.6% 40.3%

14.5%13.8% 13.6% 13.0% 12.0%

61.4% 56.2% 53.3% 50.4% 47.7% Desktop

Tablet

Smartphone

http://info.monetate.com/EQ3_2016-benchmarks.html




Shop by Mobile but Often Buy by Desktop



Shop by Mobile but Often Buy by Desktop



WHY DO THINK MOBILE PURCHASES ARE TRAILING IN THE USA?

E-COMMERCE

Source: Criteo(mobile share of e-commerce transactions, Criteo platform)

JapanUK

South KoreaAustraliaGermany

NetherlandsUS

SpainItaly

FranceBrazil

Russia0% 10% 20% 30% 40% 50% 60%

52%50%

48%42%

37%37%

35%34%

30%27%

23%22%

Q2 2015

Q2 2016

http://www.criteo.com/resources/mobile-commerce-report/?




Influenced by Mobile, Bought at Brick & Mortar



Retail Mobile Strategies Used



9 – The Future of MobileRelevance Raises Response



The Connected Car



Virtual Reality



RelevanceRaisesResponse.com



Contact Us

[email protected]://linkedin.com/in/bobbentzTwitter - @BobBentz @Purplegator @RelevanceRaises

mailto:[email protected]

http://linkedin.com/in/bobbentz

Date post:	07-Jan-2017
Category:	Marketing
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