Six Stats Every Mobile Marketer Should Know (appia.com)

Whether you are an advertiser, a publisher, or a mobile developer, here are six interesting facts about the mobile ecosystem you should have on your radar:

1.     By 2017, 85% of the world will have 3G access:  Smartphones used to be solely available to the elite, so marketing was targeted at select demographics. 3G access spreading implies a proliferation of mobile devices to untapped areas. Targeting should take into account the spreading of technology to lesser socio-economic groups, as well as new geographic locations.

2.     Nine Countries are expected to surpass 50% smartphone penetration this year. By the end of 2014, eMarketer estimates that Australia, Japan, South Korea, Norway, Sweden, Denmark, United Kingdom, Netherlands, and the US will all have more than half of the population using smartphones. By 2015, fifteen countries will reach the milestone. Additionally, by 2017, more than one third of the world’s population will be using smartphones. If you still haven’t gone global with your mobile campaigns, the time is now!

3.     98% of all users move across multiple screens in a single day: This statistic has clear implications for cross-screen targeting. It is important to carry regular targeting methods across devices to ensure a unique and seamless experience. Native ads can be tailored to maintain brand experience, while fitting multiple device formats.

4.     77% of mobile searches happen with a desktop computer in sight: Mobile-first and mobile-only users continue to become the norm in a multi-screen world. A well thought out search strategy can help break down barriers to conversion for users who prefer mobile devices. While mobile search may account for a smaller percentage of overall user acquisition, marketers may be missing an opportunity by not integrating a mobile search component as part of a holistic app discovery strategy.

5.     Apple’s emerging market share has jumped to 32%, where Samsung’s was last year: Advertisers should keep in mind that Apple now possesses 3% more market share than Android. With the numbers so close, and the tides changing, it is no longer enough to create campaigns solely for one operating system. Duality is key in this moment, but in the future it could be an iOS dominated world. Keep an eye out for these trends.

6.     89% of a mobile user’s monthly smartphone usage is spent in-app, while only 11% is spent in mobile web browsers.  Nielsen’s Cross-Platform Report found that men spend an average of 29 hours and 32 minutes in-app in a month, while women spend about 30 hours and 58 minutes in apps. If there was a question as to the importance of having a native mobile app today, Nielsen’s study should clear that up.