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Mobile Marketing Statistics 2017 | University of Denver | Bob Bentz
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Transcript of Mobile Marketing Statistics 2017 | University of Denver | Bob Bentz
Mobile Marketing Statistics 2017
Communication 4318 – Bob Bentz, Adjunct
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Author President
About the Instructor – Bob Bentz
University of Denver Communications 4318
Mobile Marketing BobBentz.com
1 – Mobile IntroYour Mobile is Your Digital DNA
University of Denver Communications 4318
Mobile Marketing BobBentz.com
The Smartphone Made Marketing Mobile
University of Denver Communications 4318
Mobile Marketing BobBentz.com
What We are Doing on our Smartphones
University of Denver Communications 4318
Mobile Marketing BobBentz.com
MOBILE BOOM: Time Spent with Media
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Among users of each medium,
RADIO
Source: Nielsen
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016
653708 724 703
907 902836 836 834 837 844 846
weekly minutes per adult user, SMARTPHONE INTERNET (APP/WEB)weekly minutes per adult user, RADIO
University of Denver Communications 4318
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Mobile (smartphone + tablet combined) overtook
desktops in online video plays in Q2*.
DIGITAL VIDEO
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%
20%
40%
60%
80%
22% 25%30%
34%
42% 44% 45% 46% 48% 51%
Source: Ooyala | *Separately, mobile devices are set to top fixed devices in video viewing time this year.
(Mobile + tablet share of digital video plays, Ooyala platform)
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%
10%
20%
30%
40%
50%
60%
28% 30% 32% 31% 30% 32%37% 41% 43%
9% 9%10% 9% 8% 8%
9%9% 8%
37% 39%42% 40% 38% 40%
46%50% 51%
Tablet
Smartphone
Mobile Total
Mobile devices are now responsible for a majority of email clicks.
Source: Experian Marketing Services(mobile share of email clicks, Experian clients)
University of Denver Communications 4318
Mobile Marketing BobBentz.com
2 – Advantages of MobileThe Closest a Brand Can Get to its Customer
University of Denver Communications 4318
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Mobile Marketing Benefits
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Mobile Marketing Benefits
University of Denver Communications 4318
Mobile Marketing BobBentz.com
3 – Mobile WebA Tsunami of Internet Traffic Has Gone Mobile
University of Denver Communications 4318
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More Time on Mobile Web than Desktop
University of Denver Communications 4318
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How Is This Still Possible?
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Responsive Design
University of Denver Communications 4318
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SEO: Now Need to Optimize for Voice Search
University of Denver Communications 4318
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4 – Text Message MarketingThe Workhorse of Mobile Marketing
University of Denver Communications 4318
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Business Use of SMS
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Fridays are Best for Text
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OTT Messaging Apps
University of Denver Communications 4318
Mobile Marketing BobBentz.com
5 – Social MediaEvery Social Media Network is Different
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Social Media Sites by Visits
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Social Media Users by Demo
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Age Distribution of Major Social Media Sites
University of Denver Communications 4318
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If you want to Reach Teens & Young Adults
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Not 4 Grandma: SnapChat Use by Age Group
University of Denver Communications 4318
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If you want to Reach Millennials
University of Denver Communications 4318
Mobile Marketing BobBentz.com
More adults now use social networks on tablets than on PCs.
SOCIAL MEDIA
Source: Nielsen(% reach among US adult population)
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016
25.5%23.8% 24.1%
27.1% 28.3%30.6%
28.8%32.4%
30.6% 29.6% 29.9% 29.2%
Tablet social networking reachPC social networking reach
University of Denver Communications 4318
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We learned early this year that a majority of Facebook’s monthly active users access via mobile only*.
Source: Facebook | *Yes, technically this isn’t a 2016 milestone, but it was first reported this year, so…
(% of Facebook MAUs that are mobile-only)
Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016
27%30%
34%38% 40%
44%47%
52% 54% 56%59%
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Facebook is the Gorilla in the Room for SMB
University of Denver Communications 4318
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Social Media Use by Businesses
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Social Media is Driving Local Sales
University of Denver Communications 4318
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6 - Mobile AdvertisingRight Consumers, Right Place, Right Moment, Right Device
University of Denver Communications 4318
Mobile Marketing BobBentz.com
A majority of clicks on search ads now come from mobile devices*.
PAID SEARCH
Source: Merkle | *Separately, mobile is now reportedly the primary source of Google ad revenues.
(mobile share of search ad clicks, Merkle clients)
Q3 2015 Q4 2015 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 20160%
10%
20%
30%
40%
50%
60%
20% 21% 24% 24% 27%33%
39% 39%
18% 18%18% 17%
16%
15%
14% 14%
38% 39%42% 41% 43%
48%53% 53%
Tablet
Smartphone
Mobile Total
University of Denver Communications 4318
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Rocket Growth
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Digital Advertising Surpassed TV in 2016
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Advertising Spend by Medium 2016-2019
University of Denver Communications 4318
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Social Media Ad Revnue Per Person
University of Denver Communications 4318
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When Will Mobile Get Its Fair Share?
University of Denver Communications 4318
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If a Picture is Worth a Thousand Words…
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Video Anticipated to Provide Greatest Growth
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The Mobile Ad Blocking Threat is Real
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7 – Mobile AppsA Walking Billboard in your Customer’s Pocket
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Smartphone apps now account for a MAJORITY of all time spent online in the US.
DIGITAL MEDIA TIME
Source: comScore
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul0%
20%
40%
60%
41.2%45.5%
50.1%
(Smartphone app share of all digital media time)
2014 2015 2016
University of Denver Communications 4318
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App Store Optimization is Critical
University of Denver Communications 4318
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Digital Time Spent Growing from Apps
University of Denver Communications 4318
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Almost All Spend Most Digital Time with Apps
University of Denver Communications 4318
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What Type of Apps are We Using?
University of Denver Communications 4318
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Most Popular Social Media Apps
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Top Apps Today
University of Denver Communications 4318
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Android Users More Likely to Opt-In to Push
University of Denver Communications 4318
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8 – Mobile CommerceAn Omnichannel Approach Will Most Likely Succeed
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The Evolution of Retail
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Retail Has Gone Online
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Globally, mobile devices are now the primary drivers of e-commerce traffic.
E-COMMERCE
Source: Monetate
(% share of e-commerce website visits, by device)
Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 20160%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
24.1% 30.0% 33.0% 36.6% 40.3%
14.5%13.8% 13.6% 13.0% 12.0%
61.4% 56.2% 53.3% 50.4% 47.7% Desktop
Tablet
Smartphone
University of Denver Communications 4318
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Shop by Mobile but Often Buy by Desktop
University of Denver Communications 4318
Mobile Marketing BobBentz.com
Shop by Mobile but Often Buy by Desktop
University of Denver Communications 4318
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WHY DO THINK MOBILE PURCHASES ARE TRAILING IN THE USA?
E-COMMERCE
Source: Criteo(mobile share of e-commerce transactions, Criteo platform)
JapanUK
South KoreaAustraliaGermany
NetherlandsUS
SpainItaly
FranceBrazil
Russia0% 10% 20% 30% 40% 50% 60%
52%50%
48%42%
37%37%
35%34%
30%27%
23%22%
Q2 2015
Q2 2016
University of Denver Communications 4318
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Influenced by Mobile, Bought at Brick & Mortar
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Retail Mobile Strategies Used
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9 – The Future of MobileRelevance Raises Response
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The Connected Car
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Virtual Reality
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RelevanceRaisesResponse.com
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Contact Us
[email protected]://linkedin.com/in/bobbentzTwitter - @BobBentz @Purplegator @RelevanceRaises