25 Essential Facts About Mobile Marketing

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This is the year people figured out how to use mobile marketing for business. No, seriously. I know people have been saying that for a long time now, but this will go down in history as the year that businesses figured out how to make money with mobile marketing.

Why do I say that? Well, for starters, just look around you. People are using their mobile devices for everything from making Starbucks runs to redeeming mobile coupons. Furthermore, the Interactive Advertising Bureau reports that 72% of all businesses have plans to increase their mobile marketing budgets next year.

Even more amazing is the fact that more people around the globe own a mobile device than own a toothbrush. I’m not kidding. We’ve done the research on this — There are 6.8 billion people on earth; a conservative estimate of the number of mobile phone users is 4.0 billion; and our research indicates that about 3.5 billion people own a toothbrush. That means that arguably half a billion more people use mobile phones than use toothbrushes.

Yech.

That aside, there are plenty of other facts about mobile phone usage that you should be familiar with. We’ve collected them here and provided links to the original sources, for your enjoyment and your sharing.

  1. As mentioned, there are 6.8 billion people on the planet. 4.0 billion of them own a mobile phone, but only 3.5 billion of them own a toothbrush. 60 Second Marketer
  2. There are 271 Million Mobile Subscribers in the US.  Charts Bin
  3. 82% of adults have a cell phone.  PEW
  4. 31% of mobile subscribers own a smartphone.  Nielsen
  5. There are 5 times as many cellphones in the world as PCs.  Impiger Mobile
  6. 25% of Americans use only mobile devices to access the internet (as opposed to desktops).  On Device Research
  7. Brands using SMS and MMS can reach nearly 95 percent of mobile phone subscribers on both smartphones and non-smartphones alike. Mobile Marketer
  8. The average person has their cellphone within reach 14 hours a day.  Blastis
  9. 90% of text messages are read within 3 minutes of being delivered.  Singlepoint
  10. 9 out of 10 mobile searches lead to action, over half leading to purchaseGoogle
  11. 79% of smartphone users use their phone to help with shopping, with 74% ultimately making a purchase as a result.  Google
  12. Mobile coupons receive 10 times higher redemption rates than print coupons.  Borrell Associates
  13. Mobile ads perform 4 to 5 times better than online ads in key metrics such as brand favorability, awareness, and purchase intent.  InsightExpress
  14. 70% of mobile searches lead to action within one hour. It takes one month for the same percentage of desktop users to take action.  Microsoft
  15. The Weather Channel gets 6 to 7 times higher click through rates on mobile display (banner) ads than on desktop display (banner) ads.  Ogilvy
  16. Overall, in the last 12 months, the amount of data the average smartphone user consumes per month has grown by 89%, from 230 MB in Q1 2010 to 435 MB in Q1 2011. Nielsen
  17. Perhaps more importantly, the amount the average smartphone user pays per unit of data has dropped by 43% percent in the last year, from 14 cents per megabyte (MB) to 8 cents per MB, according to Nielsen.
  18. Despite the Android lead in smartphone market share, when examining the total reach of the Apple iOS platform (which resides on iPhones, iPads and iPod Touches), Apple iOS outperforms Android by 59%. comScore
  19. In total, 16.7 million mobile subscribers, including 76% of the smartphone owners, used location-based check-in, according to comScore.
  20. Android accounted for the largest share of location-based services users, with about 37% checking-in, while 34% of users checked in from an iPhone. comScore
  21. 81% of smartphone users have used their smartphone to browse or look for products or services and 50% have made a purchase with their smartphone, according to research from Prosper Mobile Insights.
  22. Additional marketing-based activities are even more popular, including receiving special offers by text message (54%) or scanning a QR code (58%). Prosper Mobile Insights
  23. Data from Jumptap’s STAT report suggests that while its network reaches an even split of men and women, men are more likely to click on ads. Not surprisingly, household income has the most impact on mobile ad click-through rates.
  24. 43% of marketers currently use mobile technology, according to a study from the Unica “The State of Marketing 2011” report. Another 25% plan to do so within the next 12 months, and 16% plan to do so in more than 12 months. Only 15% of marketers have no plans to use mobile technology.
  25. Apple’s iOS sees the highest click-through-rate with the ads run on iOS devices have almost double the CTR (.72%) of those on Android devices (.41%), according to a report from Jumptap.

Jamie Turner is the Founder of the 60 Second Marketer, an online magazine for marketers around the globe. He is a regular guest on CNN and HLN on the topic of social and mobile media. His most recent book, Go Mobile, is co-authored with Jeanne Hopkins, Director of Marketing at HubSpot. Jamie is also a popular marketing speaker at events and corporations around the globe.

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