Plain and simple, the biggest thing small business owners are going to need to focus on at the start of the New Year is mobile optimization. According to an Innovative Thinking compilation, 61% of American adults currently own a smartphone, which equates to nearly 143 million smartphones in total (1.75 billion worldwide). As you’ll see below, those phones are really changing the marketing space for small business owners.
Whether you already have a mobile strategy in place or you’re just now putting together a website and monitoring your mobile analytics, the statistics are very clear—mobile is going to be bigger than ever. Below are some of the most eye-opening statistics we saw reported in 2014 (and one from 2013) from a variety of different sources, many of which offer a few projected numbers for the future:
- Over half of all mobile searches lead to a purchase (Rocket Post).
- 50% of millennials use their smartphones to research products or services while shopping, and 41% have made purchases using their phones (Leaderwest Digital Marketing Journal).
- Local mobile searches (85.9 billion in 2013) are projected to exceed desktop searches (84 billion) for the first time in 2015 (eMarketer).
- By 2015, mobile marketing in the U.S. will generate $400 billion compared to $139 billion in 2012 (WebDAM).
- On that same note, marketers spent $4.4 billion on mobile advertising in the US in 2012. That figured doubled to $8.5 million in 2013; and that figure is projected to quadruple to $31.1 billion by 2017. Search advertising accounts for nearly half the total (Heidi Cohen).
- Nearly half of consumers say they won’t return to a website if it doesn’t load properly on their mobile devices (The Social Media Hat).
- Mobile ads performed 4-5 times better than online ads (iMedia Connection).
- This Thanksgiving, 2014, mobile traffic exceeded PC Internet traffic for the first time: 52.1 percent to 47.9 percent. On Cyber Monday it accounted for 41.2 percent of all traffic, up more than 30 percent over last year (2013) (IBM).
- Users spent more time on mobile devices than watching TV for the first time in Q3 of 2014. Time spent on mobile devices in the U.S. increased 9.3 percent from the previous year and was recorded at 2 hours and 57 minutes per day, while TV stayed flat at 2 hours and 48 minutes (Flurry).
- According to their own data in Q3 2014, smartphone traffic to ecommerce sites grew by more than 62 percent and revenue grew 141 percent (MarketLive).
- 70% of mobile searches lead to action on a website within one hour of when the search was conducted (iAcquire).
- By 2018, mobile video will represent 69% of all mobile traffic, which is an increase from 53% in 2013 (Forbes).
Extra: A Few Mobile Marketing Statistics from WebDAM
- 45% of US mobile marketing campaigns employ app downloads.
- SMS coupons are redeemed 8 times more than emailed offers.
- Local ads will account for 58% of national mobile ad spending by 2016.
- Consumers look at native ads 25% more often than banner ads.
Check out this article written last year on the same topic. You’ll notice that a lot of the projections for 2014 were correct, and in some cases were even lower than what we ended up seeing in 2014.
Although some of the statistics above do discuss projections, it’s safe to say that mobile is a trend that’s moving nowhere but upwards. For a list of even more statistics including content marketing, social media, video marketing numbers, and more, I highly recommend this article.
The takeaway is easy: Mobile search not only matters, but it is pretty much unavoidable if you want your business to continue to succeed (and that goes for just about every type of company). Have a responsive web design, pay attention to your mobile load time, the content you’re offering on mobile, the actually design you’re using (are the buttons or text too small?), when your audience is searching on mobile, what pages they land on most often, and more. Learn about putting a mobile plan in place here, and get started as soon as possible.
If you’ve read any good mobile statistics recently, let us know in the comment section below.