U.S. Mobile Marketing - Statistics & Facts

U.S. Mobile Marketing - Statistics & Facts

Statistics and facts about Mobile Marketing in the U.S.

Mobile marketing involves initiatives that use mobile devices, such as smartphones and tablets, as platforms for marketing. SMS and MMS marketing, cross-platform advertising, app-based and location-based strategies, mobile optimization for email marketing and sites are a few types of mobile marketing strategies used by marketers to reach their public. With the projected growth in number of users of smartphone worldwide, mobile marketing rises as a promising field in the marketing and advertising industry.

The United States, which is forecast to be home of more than 235 million smartphone users by 2019, is much in line with the overall global trend. The marketing industry in the U.S. is expected to intensify investments in mobile marketing communication, as spending in this area is estimated to nearly double from 2013 to 2015. American marketers showed to be satisfied with the results of their mobile advertising activities as the market shows promising figures for the coming years. A survey conducted in 2015 shows 64 percent of American marketers expect an increase on the mobile advertising budget over the next two years, while the overall spending of the industry is forecast to grow from nearly 20 billion U.S. dollars in 2014 to around 65 billion U.S. dollars in 2019. Retail, financial services, automotive and telecommunication are the biggest mobile advertising spenders; together, these industries spent nearly 17 billion U.S. dollars in mobile advertising in 2015.

From the use of beacons to mobile optimization for sites and email marketing, there are several tools and tactics to approach mobile marketing. Social integration, SMS or text messaging, scannable codes, tags and QR, along with smartphone apps are some of the most popular mobile marketing tactics used by brands in the U.S. Nearly half of the companies in the U.S. are forecast to use mobile coupons for marketing purposes by 2017. Mobile search advertising is also forecast to grow in the coming years, with projections to account for just over 75 percent of all digital search advertising spending in the U.S. by 2018.

Despite the rise of mobile marketing and its diverse uses, it is still challenging for marketers to measure the success and return of investment (ROI) of mobile marketing campaigns. The lack of standardized advertising units and standardized metrics are both amongst the most important challenges marketers face in mobile advertising market in the U.S. Even though these standardized measurements are yet to be established, marketers use metrics such as sales, social media shares or likes and number of click-through to access the effectiveness of mobile marketing campaigns. On the other hand, mobile app campaigns’ success is mainly measured by the number of downloads, recurrent usage and time spent on the app.

Photo: Statista

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