Key Insights
Essential data points from our research
Over 55% of website traffic comes from mobile devices
There are approximately 7.4 billion mobile users worldwide
The average American checks their phone 344 times a day
Mobile advertising spending is projected to reach $400 billion globally by 2024
Mobile accounts for 68% of digital ad spend
The average CTR for mobile display ads is 0.35%
Mobile commerce sales are expected to hit $621 billion in the US by 2024
79% of smartphone users have made a purchase online using their mobile device in the last 6 months
The global mobile wallet market is expected to reach $3.5 trillion by 2024
58% of all Google searches are done on a mobile device
76% of people who search on their smartphones for something nearby visit a business within a day
28% of local mobile searches result in a purchase
TikTok was the most downloaded consumer mobile app worldwide in 2022 with 672 million downloads
Users spend 90% of their mobile time in apps and only 10% on the mobile web
The retention rate of mobile apps drops to 25% after 90 days
Mobile Advertising & Ad Spend
- 1Mobile advertising spending is projected to reach $400 billion globally by 2024
- 2Mobile accounts for 68% of digital ad spend
- 3The average CTR for mobile display ads is 0.35%
- 4Playable ads offer a 30-40% higher conversion rate than standard ad formats
- 5Mobile video ad spend is expected to grow by 20% annually
- 687% of Facebook's advertising revenue comes from mobile
- 7In-app advertising generates 59% of mobile ad revenue
- 8Rewarded video ads are the preferred ad format for 71% of mobile gamers
- 9The cost per install (CPI) for iOS apps averages $3.60
- 1091% of mobile users say ads are more intrusive now than 2 years ago
- 11Native advertising on mobile delivers 6x higher conversion rates than banner ads
- 12Google earns over $50 billion annually from mobile search ads alone
- 13Location-targeted mobile ad spend is projected to reach $32 billion
- 14Mobile ads with a countdown timer increase CTR by 20%
- 1563% of consumers click on Google ads on their mobile devices (vs desktop)
- 16Interstitial ads have a 20% higher impression rate on mobile than banner ads
- 17US advertisers spent $14.6 billion on mobile influencers in 2023
- 1880% of marketers use location data for mobile audience targeting
- 1952% of mobile ad clicks are accidental (fat finger syndrome)
- 20Augmented Reality (AR) mobile ads have 50% better recall than video ads
Interpretation
Mobile advertising has become a $400 billion global industry where 68% of digital ad dollars flow into pocket-sized screens, Google pulls in over $50 billion from mobile search while 87% of Facebook's ad revenue comes from mobile, in-app ads now generate 59% of mobile ad revenue and smarter formats pay off: playable ads convert 30 to 40 percent better, native ads drive six times the conversions of banners, AR yields 50 percent better recall and rewarded video is preferred by 71% of gamers, with mobile video spend growing about 20% annually and location-targeted budgets headed toward $32 billion as advertisers spend $14.6 billion on influencers in the US and 80% of marketers use location data, yet despite these gains the ecosystem faces a $3.60 average iOS CPI, 52% accidental clicks and 91% of users who say ads are more intrusive than two years ago so brands must invest in higher-quality, context-aware creative or risk shouting into a crowd that is increasingly fed up.
Mobile Commerce (mCommerce)
- 1Mobile commerce sales are expected to hit $621 billion in the US by 2024
- 279% of smartphone users have made a purchase online using their mobile device in the last 6 months
- 3The global mobile wallet market is expected to reach $3.5 trillion by 2024
- 4The average add-to-cart rate on mobile is 8.96%
- 5Mobile cart abandonment rates are higher than desktop at roughly 85%
- 649% of consumers use mobile phones for price comparison while in-store
- 7Cyber Monday mobile sales hit $5.8 billion in 2023
- 8Conversion rates on mobile apps are 3x higher than on mobile websites
- 954% of consumers use an app for their shopping activity because it is easier to use
- 10Apple Pay is the leading mobile payment player with 48% market share in the US
- 1169% of in-store shoppers prefer to review a product on their phone vs speaking to a sales associate
- 12QR code scans for payments increased by 25% globally in 2023
- 13Retailers with a shopping app see 43% of repeat buys via the app
- 1440% of Black Friday sales are completed on a smartphone
- 15Social commerce sales on mobile are expected to triple by 2025
- 1632% of shoppers changed their minds about purchasing an item after checking product info on mobile while in-store
- 17One-click ordering increases mobile conversion by 15%
- 1876% of consumers have purchased a product after receiving a push notification
- 19Tickets for travel and events are purchased on mobile 45% of the time
- 20Voice shopping on mobile commerce is expected to reach $40 billion
Interpretation
Mobile phones have quietly become the world’s most powerful storefronts and wallets, with US mobile commerce projected at $621 billion and global mobile wallets $3.5 trillion by 2024, 79% of smartphone users buying on mobile recently, app experiences converting three times better and driving 43% of repeat buys while one-click ordering, push notifications, QR scans and Apple Pay adoption accelerate payments, yet retailers must fix an 8.96% add-to-cart rate and roughly 85% cart abandonment as shoppers increasingly compare prices, read reviews, and change their minds in-store, making mobile optimization an unavoidable competitive advantage.
Mobile Search & SEO
- 158% of all Google searches are done on a mobile device
- 276% of people who search on their smartphones for something nearby visit a business within a day
- 328% of local mobile searches result in a purchase
- 4"Near me" search interest has increased 3x in the past two years
- 527% of the online population uses voice search on mobile
- 6Google's mobile-first indexing is used for 100% of all websites since 2021
- 770% of mobile searchers call a business directly from Google Search
- 8The first result on Google mobile search gets 23.6% of clicks (vs 32% on desktop)
- 988% of searches for local businesses on a mobile device are performed with the intent to call or visit within 24 hours
- 1061% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site
- 1142% of mobile brand experiences involve a search query
- 12Voice search queries are usually longer, averaging 29 words
- 1353% of mobile website visitors will leave if a webpage doesn’t load within three seconds
- 14Mobile bounce rates are 4% higher than desktop bounce rates on average
- 1592% of all mobile search volume globally comes from Google
- 16Optimization for "featured snippets" increases mobile CTR by 11%
- 1730% of all mobile searches are related to location
- 18Mobile queries for "best" + "right now" have grown by over 125%
- 19Pages that load in 2 seconds or less on mobile have a 15% higher conversion rate
- 2060% of smartphone users have contacted a business directly using the search results (e.g. "click to call")
Interpretation
Mobile search is your customers' storefront, concierge and checkout all rolled into one, so if your site isn’t mobile-first, lightning-fast, voice- and “near me”-optimized with click-to-call and featured-snippet visibility you’re practically inviting shoppers to buy from rivals who move at smartphone speed.
Mobile Social Media & Apps
- 1TikTok was the most downloaded consumer mobile app worldwide in 2022 with 672 million downloads
- 2Users spend 90% of their mobile time in apps and only 10% on the mobile web
- 3The retention rate of mobile apps drops to 25% after 90 days
- 421% of millennials open an app 50+ times per day
- 598.5% of Facebook users access the platform via mobile
- 6The average smartphone user has 40 apps installed on their phone
- 770% of YouTube watch time comes from mobile devices
- 8Instagram generates 72% of its ad revenue from mobile-only formats
- 9Push notifications increase app retention by 190%
- 1050% of app users will delete an app if it takes up too much storage space
- 11LinkedIn sees 57% of its traffic from mobile
- 12Apps that use in-app messaging see a 3.5x higher retention rate
- 1380% of Twitter (X) users access the platform on a mobile device
- 14The average user spends 29 hours a month on the TikTok mobile app
- 1540% of app uninstalls happen in the first 2 weeks
- 16Personalized push notifications have a 4x higher open rate than generic ones
- 17Mobile apps convert users 3x better than mobile websites for social traffic
- 18WhatsApp has 2 billion active monthly users, mostly on mobile
- 1975% of Pinterest usage takes place on mobile devices
- 20Gaming apps account for 42% of all app downloads globally
Interpretation
Think of the smartphone as a tiny city where apps are the busiest streets: with users spending 90% of mobile time in apps and platforms from TikTok and WhatsApp to YouTube and Instagram commanding massive mobile attention and ad dollars, brands that deliver lightweight, personalized in app experiences and use targeted push and messaging will earn far better retention and conversions while clunky, storage‑hungry apps that fail to engage early get deleted.
Mobile Usage & Behavior
- 1Over 55% of website traffic comes from mobile devices
- 2There are approximately 7.4 billion mobile users worldwide
- 3The average American checks their phone 344 times a day
- 488% of mobile time is spent on apps while only 12% is spent on websites
- 5Gen Z spends an average of 4 hours and 15 minutes per day on mobile devices
- 6Mobile traffic accounts for 60% of all video views globally
- 792.3% of internet users access the internet using a mobile phone
- 850% of smartphone users engage with their device immediately after waking up
- 9Tablet users are 28% more likely to make a purchase than smartphone users
- 1040% of users will go to the competitor after a bad mobile experience
- 11Standard mobile internet connection speeds have increased by 30% year-over-year
- 1275% of Americans admit to bringing their phone into the bathroom
- 13Mobile users read emails 3x more than desktop users
- 1483% of B2B marketers say mobile apps are important to content marketing
- 1570% of mobile customers browse specific products on a brand's app before buying
- 1661% of consumers are more likely to buy from mobile-friendly sites
- 17By 2025, 72% of all internet users will solely use smartphones to access the web
- 1857% of users say they won’t recommend a business with a poorly designed mobile site
- 1994% of people judge the credibility of a website based on its mobile responsiveness
- 2079% of smartphone users have their phone on or near them for all but two hours of their waking day
Interpretation
With over half of web traffic coming from mobile, nearly everyone accessing the internet by phone, people checking their devices hundreds of times a day even in the bathroom, and apps gobbling most of their attention, brands that fail to obsess over fast, responsive, and purchase-ready mobile experiences will lose credibility and customers to competitors.
