This week's edition of "Mind-Blowing Stats" cements the notion that mobile marketing is a must-have strategy. Consumer media consumption habits are increasingly mobile, and not just when they're on-the go. They're browsing at home, as well, while watching TV.
However, there is still a gap between consumer adoption of mobile and marketer spend.
Read through the stats below to get a better understanding of where marketers are with mobile marketing, and how consumers are consuming media via the platform:
1. Time spent browsing on mobile devices has exceeded PC usage.
2. Media consumption on mobile is similar to TV and Internet, yet it sees under 10% of ad spend.
3. What do consumers do on mobile? A whopping 99.5 percent access content/information, 63.1 access the Internet, 62.1 percent check email, 49.2 percent listen to music, 46 percent play games, 41.7 percent download and use apps, 15 percent make purchases, and 15 percent read a book.
4. Mobile search queries (smartphones + tablets) are roughly 29 percent of total search volume.
5. Click-through rates for mobile ads have seen a big boost: 27 percent year-over-year for tablets and 26 percent for smartphones.
6. Coming from next to nothing four years ago, mobile advertising spend has increased by an order of magnitude already. Still, mobile banner, rich media, and video only account for a combined 3% of the total $177 billion in U.S. media spend in the U.S. this year.
7. If marketers optimize their full cross-channel media budgets properly, within a decade mobile ad publishers will be serving a $70 billion mobile ad spend market in the U.S. alone, and nearly $220 billion worldwide.
8. Mobile accounted for just 13% of U.S. digital retail sales in Q4 2014.
9. Although actual spend on mobile is low, smartphones and tablets accounted for 60% of time spent engaging with digital retail content in Q4 2014, vs. 40% for desktop.
10. A study has found that 79 percent of marketers would increase media allocation for mobile and digital marketing channels, and 74 percent would increase on social, if ROI tracking for those channels improved.
11. Mobile is no longer just about short-form content, with 36 percent of respondents in an Interactive Advertising Bureau survey saying they watch videos that are five minutes or longer on their phones daily or more frequently.
12. Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges.
13. Only 9 percent of marketers have increased their mobile budgets more than 50 percent over the past two years.
14. Time spent per day by adult Internet users has moved from less than an hour a day five years ago to nearly three hours a day today.
15. The mobile commerce market in the U.S. is set to grow 25.72% over the period 2014-2019.