A look at the state of mobile in the U.S.

1. $7.9
BILLION
$5.5
BILLION
$10.9*
BILLION
2014 2015 2016
$20.6
BILLION
RETAIL M-COMMERCE SALES
APPS HELP CUSTOMERS TOWARDS THE PATH TO PURCHASE
MOBILE AD SPEND
MOBILE PERFORMANCE FOR RETAIL
$88.5 Billion
$123 Billion
An estimated 32% of the total
retail e-commerce sales in 2016
will come from m-commerce
50%of consumers that are app
users, use apps to help
make purchase decisions
VS.
Sociomantic Labs, a dunnhumby company, provides programmatic solutions for online, mobile web and
in-app display advertising. The company’s proprietary Streaming CRM technology enables the world’s
leading advertisers to harness the value of its first-party data assets of CRM and other first-party data
assets to deliver individually personalized, dynamic ads for the full customer journey. This results in
broader reach, more new customers and increased loyalty of existing customers. Sociomantic has been
profitable since its founding in Berlin in 2009 and has grown organically to more than 250 employees
serving over 70 countries across six continents today.
SOURCES:
eMarketer Total Access
http://www.emarketer.com/Article/By-2016- Most-Digital- Travel-Bookers- Will-Use- Mobile-Devices/1013248
http://www.statista.com/statistics/201182/forecast-of- smartphone-users- in-the- us/
http://www.statista.com/statistics/298401/us-retail- app-usage- frequency/
http://www.nielsen.com/us/en/insights/news/2015/so-many- apps-so- much-more- time-for-entertainment.html
http://www.nielsen.com/us/en/insights/news/2016/shop-til- they-drop- or-at- least-until- their-thumbs-hurt- getting-to- know-mobile- shoppers.html
https://think.storage.googleapis.com/docs/mobile-app- marketing-insights.pdf
www.sociomantic.com | sales.new-york@sociomantic.com
Sociomantic Labs:
of total
web traffic
happens
on mobile devices
54%
79%
59.3
67.7%
73%
IN APP WEB
will use a mobile device
to research a trip
of travel bookers
will book from their
smartphones
US adults will book
travel from their mobile
devices this year
of travel research
will take place
on a smartphone
This is over half (51.8%) of all
travelers that are booking online.
89%
of travel research
will use a tablet
2014
2015
2016
TRAVELRETAIL
(estimated)
Mobile will represent 31% of digital travel
sales this year, and will jump
to 46% by 2019
33% of app users stop using apps because of lost interest
REASONS TO
RE-ENGAGE ON
APPS
discount offered family or friends
use it
bonus content
$13.5
BILLION
$29.3*
BILLION
2014 2015 2016
*estimated *estimated
conversion rate revenue per visit
of these apps
are retail-related
19%
of these consumers
use apps to find
product
information
29%
of these consumers
use apps to make a
purchase’
45%
30% 24% 21%
$56.7 Billion
$52.1 Billion
$65 Billion
2014
2015
2016
(estimated)
$32 Billion
45%
of apps installed
are never used
25%
of apps
installed are
used only once
25%
36
Average
number of apps
installed
per person
26%
of installed
smartphone apps
are used daily
of smartphone
shoppers use apps
on a weekly basic
33%
of consumers
have purchased
via an app
Where it’s App:
The State of Mobile
in the United States
Insights into mobile usage on mobile web and in-app.
Mobile Is Taking Over
SMARTPHONE OPERATING SYSTEM ADOPTION
MOBILE USAGE
TRAVEL RESEARCH & BOOKING
SMARTPHONE PENETRATION
M-Commerce on the Rise
Apps: the Good, the Bad and the Never Opened
Mobile Advertising
67.6%
2014
171 Million
190.5 Million
207.2 Million*
*estimated
3h5m3h5m
Time
spent daily on mobile d
evices
*
*non-voice
20162015
53.2%2.3%
43.7%
.8%
Android
iOS
Wi
ndows Ph
one
Blackberry
76%82%
18% 24%
in-appin-app
mobile web mobile web
Percentage of Time Spent on Mobile Web vs. In-app
(Includes airline, car rentall, cruise, hotel & transportation)
In-app
2.6%
Mobile Web
In-app
Mobile Web
3.3%3.1%
2.5%
73.8% 79%