If you're reading this, it should come as no surprise to you that mobile marketing becomes more important with every business cycle. What may surprise you is the extent to which it is gaining ground, and the level of saturation this technology has found in the global population. Consider these figures as of the close of 2011:
- Over the year, mobile advertising in North America grew from $304 million to $701 million. The developing world also doubled, moving from $196 million to $410 million.
- Google reported that by the end of 2011, one in seven searches on their site were from mobile devices.
- As of 2011, 23 percent of respondents to an Equation Research study said they preferred to shop via a website on smartphone or tablet.
- The same study found that approximately 6 percent of respondents regularly accessed online retail sites, shopping guides or auction sites via their mobile devices.
- A Mobile Marketing Association report found that 29 percent of mobile users are open to scanning tags to get coupons.
Although 2011 showed impressive growth in acceptance and usage of mobile media, the experts say the best is yet to come.
Portio research predicts users of mobile email will quadruple by 2015.
Mobile internet users are growing at nearly twice the rate of desktop internet users -- and predicted to exceed desktop usage by 2013.
eMarketer anticipates a 14% increase in redemption of mobile coupons, and a 65% growth in mobile ad revenue, in 2012 alone.
Consumers will spend $10 billion on mobile transactions in 2012, according to Forrester Research -- and this amount will grow by nearly 40 percent every year for the next five years.
To put things in perspective, here are some fun facts about SMS Marketing and other mobile functionality courtesy of the Mobile Marketing Association:
- Coupons delivered via mobile media receive a 10 to 1,000 percent greater response rate than print coupons.
- 5.1 billion human beings own a cellular phone as of early 2012.
- 4.2 billion human beings own a toothbrush.
- Mobile searches result in action within 1 hour in 70 percent of connections.
- The average response time to an email: 90 minutes. For a text message, it's 90 seconds.
- There are more cellular phones in use today than televisions.
Bottom line: this is the year to blow up your mobile marketing. This is true whether you're taking an existing program to a new level, or getting into the game for the first time.
Want to review the year in mobile news? Head over to The 18 Biggest Stories In Mobile 2011.