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. From the use of beacons to mobile optimization for sites and email marketing, there are several tools and tactics to approach mobile marketing. Mobile coupons, mobile payments, loyalty apps, push notifications, and in-store geolocation technology are few types of mobile tactics or technologies used by the retail marketing industry in the U.S. to reach its audience. For marketers in the U.S., cost effectiveness is one of the key benefits of mobile advertising, along with its reach and immediacy.

Mobile marketing is a promising field in the U.S. Not only the vast majority of marketers are somewhat satisfied with their mobile ads initiatives, but also around 64 percent of them said in 2015 that they expect to increase their mobile advertising budget over the next two years. The marketing industry in the U.S. is indeed projected to intensify investments in this area. Mobile advertising spending in the U.S. is estimated to more than double between 2015 and 2019. Mobile video internet advertising is forecast to experience an aggressive growth in the coming years, with expectations to grow from 3.5 billion U.S. dollars in 2015 to 13.3 billion U.S. dollars in 2020. Retail, financial services, automotive and telecommunication are the biggest mobile advertising spenders; together, they account for about nearly 60 percent of mobile ad spend in the U.S.

The effectiveness of mobile advertising is measured in different ways by marketers. Nearly half of marketers in the U.S. use sales to measure their mobile marketing success, while about 43 percent turn to social media shares and likes for that. Searches, application downloads, and texts or emails sent are also common metrics these marketers use to assess the success of their initiatives. Despite the rise of mobile marketing and its diverse uses, there are still challenges within this market. Marketers state that privacy is a major challenge in the mobile advertising industry in the U.S. The lack of standardized advertising units and agency expertise in mobile advertising are also mentioned as key challenges. About 50 percent of premium publishers, on the other hand, stated ad blockers are the primary mobile marketing challenge, followed by the quality of consumer experience.

Photo: Statista

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Facts on mobile marketing in the U.S.
Budget & tacticsValuesStatistic
Share of U.S. SMEs investing in mobile marketing in 201621% Details →
Most used mobile marketing tactic among U.S. SMEs in 2016Text messaging Details →
Most used mobile marketing tactic in retail in the U.S. in 2016Mobile coupons Details →
Share of U.S. SMEs which have optimised heir content for mobile devices in 201617% Details →
Metrics & challengesValuesStatistic
Metric most often used to measure mobile ad effectiveness in the U.S. in 2015Sales Details →
Metric most often used to measure mobile app success worldwide in 2015Number of downloads Details →
Largest challenge for mobile advertising in the U.S. in 2015Privacy issues Details →
Tablet video ad recall in the U.S. in 201584% Details →
Smartphone video ad recall in the U.S. in 201583% Details →
Value of in-store retail sales influenced by beacon-triggered messages in the U.S. in 2016 $44.4bn Details →
Consumer perspectiveValuesStatistic
Share of young adults (18-24 yo) in the U.S. who believe it is okay to be shown mobile ads as long as the content is free in 201751% Details →
Most important characteristic of a mobile video ad in the U.S. in 2016Entertaining Details →
Share of ad blockers among young adults (16-24 yo) in the U.S. in 201676% Details →
Share of young adults (18-24) in the U.S. skipping ads on Snapchat in 201780% Details →
Marketer perspectiveValuesStatistic
Share of U.S. marketers using mobile as marketing channel in 201638% Details →
Share of U.S. marketers completely satisfied with results of mobile ad activities in 20158% Details →
Most important type of mobile inventory for U.S. marketers in 2015Mobile-optimized website/landing page Details →

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