75 SMS and mobile statistics businesses need to know

When it comes to SMS marketing, data tells an important story. Stay ahead of the trends and get an edge on the competition with this round-up of statistics for SMS and mobile.

Mobile use around the world

  1. In the third quarter of 2020, mobile (excluding tablets) browsing accounted for 50.81% of web traffic worldwide (Statista)
  2. 7 billion SMS messages were sent _every day_ in 2018 (Statistic Brain)
  3. 80% of adults (19-64) message every day (Facebook)
  4. 91% of teenagers (13-18) message every day (Facebook)
  5. 57% of people have responded to a message using a GIF (Facebook)
  6. 56% of people have sent a message using only emojis (Facebook)
  7. Average smartphone users spent over 4 hours a day on their phones in 2020 (Vox)
  8. In 2020, the total mobile data traffic on smartphones was 49 exabytes per month. (Ericsson)
  9. Mobile data traffic is expected to reach 77.5 exabytes per month by 2022 - that’s 77.5 quintillion bytes! (Statista)
  10. Messaging services are used by 87% of the world’s smartphone users and 100 billion messages are exchanged on Facebook platforms alone every day (Facebook)
  11. There are 5.22 billion unique mobile phone users globally, a 1.8% growth since January 2020. (Data Reportal)
  12. The average number of connections per unique mobile user is 1.54. (Data Reportal)
  13. By 2025, the number of unique mobile subscribers is expected to rise to 5.8 billion (GSM Association)
  14. The total number of mobile connections has increased by 0.9% since January 2020 and has reached a total of 8.02 billion at the start of 2021. (Data Reportal)
  15. Mobile traffic is expected to increase 25% by 2025 (Ericsson)
  16. Over 70% of the world’s population will have mobile connectivity by 2023 (Cisco)
  17. Over 10% of the world’s mobile devices and connections will use 5G by 2023 (Cisco)
  18. Global 5G mobile subscriptions is forecasted to exceed 2.7 billion by 2025. (Statista)
  19. It is estimated that 5G networks will carry more than half of the world’s mobile data traffic in 2026. (Ericsson)
Key Takeaway: Mobile is not slowing down. With the adoption of 5G and several sources forecasting the increase of mobile phone usage and mobile connections in the next couple of years, a mobile-first strategy should be on the priority list for you.

What mobile phone users want

  1. Consumers read 90% of text messages within three minutes of receiving them (Finances Online)
  2. Response rates from texts are 209% higher than phone calls, and verification rates are 295% higher (Viber)
  3. The three types of SMS consumers prefer to receive are: tracking updates (75%), order status and confirmations (65%), and scheduling reminders (46%) (Learn)
  4. Nearly half of all consumers (48%) prefer to receive updates from businesses via SMS (Finances Online)
  5. Over 50% of consumers would prefer to receive customer support through SMS instead of a phone call (Finances Online)
  6. The majority of consumers (83%) would actually prefer appointment reminders via SMS, but only 20% of businesses make use of this medium (Learn)
Key Takeaway: Speed and convenience is key. People prefer to receive messages rather than talking to businesses on the phone or waiting for replies from a customer service representative. Leverage automation such as SMS keywords to make sure your messages are getting through quickly and that customers can receive relevant responses efficiently.

Shopping at one’s fingertips

  1. Mobile devices are now used for 40% of online transactions (Think With Google)
  2. In 2018, smartphone users spent US$101 billion through mobile apps alone (CNBC)
  3. 59% of all payments made in the United States are done through a digital portal (Mary Meeker)
  4. Globally, the mobile ecosystem generated a whopping $1.1 trillion of economic value in 2018 (GSMA)
  5. During the 2018 holiday season, 66% of Facebook users directly messaged a business (Facebook)
  6. $115 Billion were spent globally during the 11.11 Shopping Festival across alibaba and several other mobile shopping platforms from Nov 1 - Nov 11, 2020. (App Annie)
  7. Cyber Monday sales in 2019 saw smartphone sales hit a new record - US$3 billion and accounting for 33% of all sales on the day. This represents 46% year-on-year growth (Adobe)
  8. 39% of in-store shoppers actually started their shopping journey via their mobile device (Kelton Global)
  9. 78% of location-based mobile searches result in the user making an offline purchase (SEO Tribunal)
  10. If a retailer provides a superior mobile experience, 90% of buyers say they would buy from that retailer again. At the same time, only 50% of buyers would return if they had a bad mobile experience with a retailer (BCG)
  11. Vouchers received on smartphones dictate where 69% of shoppers end up deciding to shop (Valassis)
  12. Mobile store savings apps are used by 58% of shoppers to decide where they’ll shop (Valassis)
  13. Smartphone revenue (per visit) is now worth 30% of the value of a desktop visit which is up from 11% in 2015 (Adobe Analytics)
  14. A third of people are paying for products through their smartphones (Deloitte)
  15. The average online shopper spends more than US$700 every year on online purchases (Statista)
  16. More than 67% of consumers plan to increase or maintain their e-commerce (collaborative commerce) spending (Facebook)
  17. 69% of US internet users would prefer to look for reviews on their phone, and 53% would search for deals online first prior to speaking with an employee when shopping in store. (eMarketer)
  18. 59% of shoppers say that being able to shop on mobile is an important factor when deciding on which brand or retailer to buy from. (Google)

The business perspective

  1. SMS advertising is 56 times more affordable than cost-per-click advertising
  2. The global opt-out rate for SMS is just 2.55%
  3. Almost all businesses (93%) that used an advanced personalisation strategy saw their revenue grow (Monetate)
  4. Mobile ad spend was a whooping $240 billion in 2020, a 26% YoY growth. (App Annie)
  5. Mobile ad spend is expected to overtake desktop by 2022 (Statista)
  6. Speed is used as a ranking factor for mobile searches and as a landing page factor for Google Search and Ads. (Google)
  7. A load time delay of just 100 milliseconds on a mobile landing page can reduce conversion rates by 7% (Unbounce)
  8. More than half of the landing page visits are abandoned if a mobile page takes over 3 seconds to load. (Google)
  9. As page load time decreases from 1 seconds to 3 seconds, the probability of bounce increases 32%. (Think with Google)
Key Takeaway: Mobile spending is booming and will continue to grow YoY. Consumers are feeling more comfortable shopping on their mobile devices, and businesses need to be where their customers are. Speed is also an important factor when converting customers, and even a two-second increase in page load time can drastically affect your conversion rates. Make sure your mobile shopping experience is as seamless as possible and that you adopt mobile marketing as part of your marketing strategy.

Mobile Apps

  1. 44% of a user’s mobile time is spent on social and communications apps. (Data Reportal)
  2. Globally, the top 5 apps downloaded in 2020 were TikTok, Facebook, WhatsApp Messenger, ZOOM Cloud Meetings, and Instagram. (App Annie)
  3. Globally, the top 5 games downloaded in 2020 were Free Fire, Among Us!, Subway Surfers, PUBG MOBILE, and Gardenscapes - New Acres. (App Annie)
  4. Globally, the top 5 App companies for most downloaded apps in 2020 were Google, Facebook, ByteDance, Microsoft, and InShot Inc. (App Annie)
  5. Globally, the top 5 Apps based on consumer spend in 2020 were Tinder, TikTok, YouTube, Disney+, and Tencent Video. (App Annie)

Mobile messenger apps

  1. Whatsapp is the most popular mobile messenger app with 2 billion active users, followed by Facebook Messenger with 1.3 billion and WeChat with 1.2 billion. (Statista)
  2. The number of mobile phone messaging app users is projected to grow to 3 billion users in 2022. (Statista)
  3. The top 3 apps of 2020 based on monthly active users is Facebook, WhatsApp Messenger and Facebook Messenger (App Annie)
  4. People share more than 17 billion photos, and 400 million people use voice and video chat every month on Facebook Messenger. (Facebook)
  5. Over 100 million unique Facebook Messenger downloads globally in Q4 of 2020 (October - December 2020) (Sensor Tower)
  6. WhatsApp Messenger is available in over 180 countries. (WhatsApp)
  7. There are 4.5 billion photos, 1 billion videos and 80 million GIFs shared per day on WhatsApp Messenger. (Facebook)
  8. Over 150 million unique WhatsApp downloads globally in Q4 of 2020 (October - December 2020) (Sensor Tower)
  9. India is WhatsApp’s largest market with over 400 million users. (Tech Crunch)
Key Takeaway: Social and communication apps are dominating the App stores. Consider adopting an omnichannel communication strategy and talk to your customers where they already are.

Mobile use in Australia:

  1. The dominant smartphone brand in Australia is Apple (Statista)
  2. In January 2020, there were 32.89 million mobile connections in Australia. (Data Reportal)
  3. Between January 2019 and January 2020, the number of mobile connections in Australia increased by 407 thousand. (Data Reportal)
  4. The average Australian spent an average of 3.3 hours on mobile every day. (App Annie)
  5. In Australia, Gen Z, Millennials, and Gen X/ Baby Boomers spent 8%, 9%, and 6% more time YoY in their most-used mobile apps. (App Annie)
  6. The top 5 social apps based on average monthly time spent per user are Facebook, Instagram, WhatsApp Messenger, Facebook Messenger and TikTok. (App Annie)
  7. The top 5 social apps based on monthly active users are TikTok, WhatsApp Messenger, Houseparty, Twitter and Discord. (App Annie)
  8. The top 5 apps downloaded in 2020 were ZOOM Cloud Meetings, TikTok, Disney+, Facebook Messenger, and Instagram. (App Annie)
  9. The top 5 apps based on consumer spend in 2020 were Disney+, Tinder, YouTube, Kayo Sports, and Netflix. (App Annie)
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