The U.S mobile advertising market doubled from 2009 to 2010 and has reached a volume of 877 million dollars. Specialists expect the market volume to grow further and a big part of mobile usage will directly affect mobile commerce. Here are some interesting statistics:
- The U.S smartphone penetration in 2010 was at 22% (with a growth rate of 67% compared to 2009)
- The majority of mobile users are between 18 and 35. This group heavily uses a smart phone to buy products directly via the mobile Internet
- 34% of mobile retail users earn more than $100+ k per year
- Mobile retail consumption has grown 74% in 2010 compared to 2009
- 52% of retail customers use a Smartphone to help decide if a product is needed (“Do I need the new iPhone?”) Here word-of-mouth marketing kicks in.
- 21% of mobile purchases come from a mobile browser or application
- 31% of mobile purchases are electronics, 29% are clothing or accessories, 26% is food, 21% entertainment tickets, 21% airplane tickets
- There were 6445 retailers advertising on mobile devices in 2010
- Retail stores invest the most in advertising (local targeting)
- The most important campaign goals of mobile advertisers was to enhance brand awareness
Mobile marketing and mobile commerce solutions are widely accepted by mobile customers and have large market potential. While the smartphone advertising market and retail market is expected grow, brands should start planning mobile marketing methods and mobile retail solutions. Local targeting and the possibility to buy products instantly via a smartphone could be the future of retail brands.