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Mobile Usage – An Interesting, Fast Ride

2013 saw the exponential growth of smartphone and tablet adoption — and marketers didn’t fail to notice. As might be expected, US mobile-ad spending increased in a big way too, as more and more traffic moved from the desktop to the mobile web and apps.

Here are some interesting statistics about mobile usage in 2013, according to

  • In 2014, mobile internet usage will overtake desktop internet usage.
  • Smartphones and tablets have driven a 93% increase in internet use since 2010, according to comScore.
  • By the end of 2013, there were more mobile devices on earth than people.
  • 56% of US adults own a smartphone.
  • 91% of adults “have their mobile phone within arm’s reach 24/7.”
  • In Q2 of 2013, 62% of emails were opened on a mobile device. (48% of emails were opened on a smartphone, and 14% of emails were opened on a tablet.)
  • Mobile accounted for 48% of all online traffic this past holiday season, a 28.3% increase over last year.
  • In 2013, mobile sales approached 29% of all online sales, up 40% over 2012.
  • 91% of mobile internet access is for social activities, versus just 79% on desktop.
  • 53% of American consumers use their smartphones to access search engines at least once a day.
  • 4 out of 5 consumers use smartphones to shop.
  • 71% of tablet owners make purchases from their tablets each week.

Jodi Ordover at b2c says, “There’s no doubt that smartphones have transformed our daily lives. We’re living in an always-on, always-connected world, and mobile has changed the way we interact with each other — and with brands. Our experiences can be shared anywhere, at any time. Consumer content, including brand experiences and recommendations, is shared and engaged more frequently than ever. Consumers routinely use mobile to provide brands with real-time feedback and to search for on-the-spot consumer recommendations and reviews when making purchase decisions.”

Mobile apps will continue to grow for at least the next few years, and the leveling-off point cannot yet be determined. In order to take advantage of changing buying habits and the ways in which consumers get and use information, the publishing industry must provide consumers with the right tools to create a seamless user experience across devices. Ask us about how we can help you get there.