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It’s tough to name a marketing tool more powerful than the mobile phone.

That’s right—these days it’s less of a phone and more of a lifeline that consumers are connected to nearly 24/7. They don’t just surf the web and refresh their social media feeds. They’re also using their mobile phones to interact with businesses and make purchases.

This development has had a significant impact on the B2B buyer’s journey. Companies have more opportunities to get their product in front of a potential customer wherever they may be. This means that mobile marketing has become more important than ever.

If you’re not convinced, or you want a refresher on why mobile marketing is so critical to your business’s success, read on! We’ve rounded up some of the top mobile marketing statistics you should know going into 2020. Let’s get into it! 

Top Mobile Marketing Questions

To kick things off, we rounded up some of the most popular questions regarding mobile usage. These statistics provide some valuable context regarding the mobile usage habits of your potential customers.

What percentage of websites are viewed on mobile devices? 

  • Around 70% of web traffic is generated by mobile devices (source).
  • 57% of traffic in the U.S. comes from smartphones and tablets (source).

What percentage of the world uses a cell phone? 

  • There are 3.5 billion mobile internet users worldwide (source).
  • The global online penetration rate is 57%. North America and Europe have a 95% internet penetration rate (source).

What percentage of emails are read on a mobile device? 

  • 86% of email users access their email accounts via mobile device (source).
  • 49.6% of email opens in the US were on a smartphone (source).

Mobile Usage Statistics

  • Up to 70% of online traffic happens on mobile devices (source).
  • Consumers spend over five hours a day on their smartphones (source).
  • Americans check their phones about once every 12 minutes, or 80 times per day (source).
  • Millennials spend more time on a mobile device than they do watching live television (source).
  • As of August 2019, the most popular mobile browser was Chrome (source).
  • 85% of time spent on Twitter happens on a mobile device (source).
  • About 90% of mobile time is spent on apps (source).
  • 50% of B2B queries are made on a smartphone (source).
  • 80% of people use a smartphone during brick-and-mortar shopping (source).

Mobile Marketing Strategy Statistics

  • Sites optimized for mobile receive 15% more unique clicks (source).
  • 60% of people are inspired to seek out a product after reading about it (source).
  • 70% of B2B buyers increased their mobile usage over the past 2-3 years (source).
  • 51% of users are more likely to make a purchase from a mobile-friendly site (source).
  • 57% of users won’t recommend businesses with poorly designed mobile websites (source).
  • Worldwide mobile ad spend topped $190 billion in 2019. That number is expected to surpass $280 billion by 2022 (source).
  • However, 70% of users report disliking mobile ads, and mobile ad blocking has increased 90% year-over-year (source).
  • 40% of online transactions are made on a mobile device (source).
  • 55% of consumers expect to be able to make transactions online in the future (source).
  • 89% of mobile users are more likely to recommend a brand after having a positive mobile experience with them (source).
  • 91% of consumers purchased or said they had plans to purchase an item after seeing an ad they described as “relevant” to their interests (source).

Mobile Video Marketing Trends

  • 83% of marketers say video becomes more important with each passing year (source).
  • Mobile video consumption rises by 100% every year (source).
  • 92% of mobile video users share videos with others (source).
  • About 90% of videos are watched on a mobile phone (source).
  • 73% of B2B marketers report that videos positively impact their ROI (source).
  • On average, consumers spend 88% more time on a site with video content (source).
  • 72% prefer videos over text when learning about products or services (source).
  • 53% of consumers engage with brands after watching a social media video (source).

Mobile Email Marketing

  • 99% of consumers check their email every day (source).
  • 94% of buyers share business content via email (source).
  • In 2017, 269 billion emails were sent and received every day. That number is expected to total 333 billion by 2022 (source).
  • Email is the third most influential source of information for B2B audiences after personal recommendations and thought leaders (source).
  • Every $1 spent on email marketing averages a return of about $38 (source).
  • 61% of emails are opened on a mobile device (source).
  • More than 5.6 billion people have an active email account (source).
  • 73% of millennials say email is their preferred method of business communication (source).
  • Plain text emails receive higher open rates than HTML emails (source).
  • Welcome emails have an average open rate of 82% (source).

Mobile Search and SEO Trends

  • Mobile searches featuring the term “best” have increased by up to 80% (source).
  • 48% of buyers begin their mobile research on a search engine like Google or Bing (source).
  • 20% of mobile searches are made with voice control features (source).
  • 87% of smartphone users use a search engine at least once per day (source).
  • The first organic result on Google features a 27.7% clickthrough rate for mobile devices compared to 19.3% on desktop (source).
  • That being said, 67% of clicks go to the first five organic results (source).
  • 30% of mobile searches are related to location (source).
  • More Google searches are made on mobile than on desktop (source).

Mobile Social Media Usage

  • Users spend an average of 2 hours and 22 minutes per day on social media (source).
  • 91% of social media users access those channels on mobile devices (source).
  • 73% of marketers report that social media marketing has been “very effective” for their business (source).
  • 54% of consumers use social media to research products (source).
  • 49% of users seek out influencer recommendations when they’re searching for products (source).
  • 50% of consumers say that user-generated content would improve their chances of buying products (source).

Final Thoughts about B2B Mobile Marketing Statistics

Mobile marketing is no longer optional—it’s a necessity for anyone who wants to grow their business. From email to social media and beyond, there are a variety of ways you can leverage mobile to engage new and existing customers.

Contact ZoomInfo today to learn how our B2B contact database can grow your marketing initiatives and scale results for increased success. 

About the author

Morgan Messick

Morgan Messick is a Content Marketing Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution.

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