The State of Mobile Marketing 2016 – Infographic

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With two of the biggest sites now seeing more mobile traffic than desktop traffic in the last 18 months, it’s more important than ever that brands understand how their customers interact with their smartphones and tablets to browse, access and consume online content.

To understand the mobile marketing landscape we joined forces with Smart Insights and Similarweb to bring you the latest data and insight into the State of Mobile Marketing 2016.


The State of Mobile Marketing 2016
The State of Mobile Marketing 2016

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The State of Mobile Marketing 2016


Chances are the digital marketing landscape will continue to change throughout the course of 2016, but one thing is certain, the impact and influence of mobile requires your undivided attention. What used to be an important string to your marketing bow is now the arrow, which can be used to target and score points with online users.


Following on from last year’s ‘State Of’ infographic for mobile marketing, we are once again looking at how audiences use and interact with their smartphones and tablets to browse, access, and consume online content.


How important is mobile?

SimilarWeb data reveals that over the last 18 months, the world’s two biggest sites for traffic have witnessed a higher mobile web share compared to desktop visits.


Website domain Desktop visits Mobile visits Mobile share
Google 5,197,619,000 9,526,762,000 64.70%
Facebook 2,542,311,000 4,221,836,000 62.41%


While you must take into account the nature and content of these sites, as both search engines and social media are particularly well suited to smartphone browsing, the need to adopt mobile marketing strategies on Google and Facebook is paramount.


What about search engine behaviour?


More than half of visits to both Google and Yahoo now come from mobile, with Bing also increasing its share over the past year. But despite this growth, SimilarWeb has found visit duration is actually going down for the main search engines.


Website domain Mobile visit duration Mobile bounce rate Mobile Visit Duration Change (Dec 14-Feb 15 Vs. Dec 15-Feb 16)
Google 0:06:33 36.73% -2.17%
Bing 0:05:50 43.86% -9.99%
Yahoo 0:03:24 63.54% -21.24%


Optimising content on search


The main search engines may well have seen duration times go down, but Google and Bing actually managed to increase the number of pages mobile users visited.


Website domain Mobile pages/visit Mobile Pages/Visit Change (Dec 14-Feb 15 Vs. Dec 15-Feb 16)
Google 5.28 +3.35%
Bing 6.38 +12.36%


Along with search engines recognising the need to optimise pages for mobile devices, SimilarWeb says this could also explain why bounce rates have increased, as users can now view more content in less time.


Mobile app usage


A report by Flurry revealed that overall app usage grew by 58 per cent in 2015. The categories that enjoyed the most success were:


  • 332 per cent – Personalisation
  • 135 per cent – News & Magazines
  • 125 per cent – Utilities & Productivity
  • 81 per cent – Lifestyle & Shopping


However, data from SimilarWeb shows current installs for search engine apps decreased between Dec 14 – Feb 15 and Dec 15 – Feb 16. Again, this could be because of better optimisation on mobile browsers.


  • -3.61 per cent – Google
  • -11.47 per cent – Yahoo
  • -1.66 per cent – Bing




From this data, we can see that mobile shows no signs of slowing down anytime soon. Marketers must recognise the activity taking place on search engines and social media, adjusting their advertising activity and promotional posts accordingly. Optimising websites for mobile might reduce visit durations, but increase pages per visit. A lot can be said for designing and develop apps too, as long as they provide a better experience than a responsive mobile site.