By Joe Pulizzi published March 31, 2010 Est Read Time: 2 min

12 Mobile Marketing Stats You Need to Know

Our January content marketing spending study showed that one thing was clear – marketers are desperate for more information about mobile marketing.

Of all content marketing areas, only mobile marketing rose year over year re: educational needs (see the chart below).

Mobile Marketing Stands OutVery relevant to this mobile marketing need, I had the pleasure of sitting through a fantastic presentation on mobile marketing trends and stats by David Doherty at Ascend Media yesterday.  Part of this presentation included a diverse spread of mobile marketing research (included below for your reference). Hoping these will be helpful to you.

Growth of Mobile Marketing

  • 23% of mobile phone users had smartphones at the end of 2009.
  • 234 million people age 13 and older in the U.S. used mobile devices in December 2009.
  • The use of mobile applications grew by more than 40% in 2009. (2008-2009 ComScore, MMetrics)
  • Texting usage is growing rapidly as a preferred means of communication among today’s professionals.
  • 67% of the world’s population, or two-thirds total, are mobile subscribers–far outweighing online access. Mobile Marketing Watch, February 24, 2010

The Importance of Texting

  • People aged 42 and younger text more than talk
  • 54% of individuals “Opting In” to a texting program agreed to receive offers.
  • The single most used feature of a mobile phone is texting.    (2010 Moblico Solutions, LLC)

Smartphone Usage

Important note on this chart: Google is growing fastest! Palm in decline.

Smartphone Marketshare

Mobile Marketing Grows

  • 56% of companies plan to increase budgets for mobile marketing in 2010.
  • Marketers plan to increase their online marketing budgets by an average of 17% this year, drawing money away from traditional channels, like print.

(Findings from email survey conducted of 1000 marketers last month by email marketing company ExactTarget and internet market research company Econsultancy as reported in BtoB Online, February 12, 2010)


David and I had a nice discussion about mobile marketing after his presentation.  The thinking from both of us is that this is really the first year that most marketers are actively thinking about mobile specific websites and mobile applications as part of their content marketing programs.  As budgets continue to free up, 2011 looks to be the year we see incredible integration into content marketing programs.

More to come…

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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