Are you reading this on your mobile device? Based on statistics, and by walking into any local coffee shop, I’d be willing to bet you are.

If you haven’t yet optimized your website for mobile or created a mobile marketing strategy for 2017 – you must. The upward trend in mobile website visits can no longer be ignored. Not convinced? Take a look at the following statistics:

  • Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.
  • By 2019, mobile advertising will represent 72% of all U.S. digital ad spending. (Marketing Land)
  • 83% of mobile users say that a seamless experience across all devices is very important. (Wolfgang Jaegel)
  • U.S. adults will spend 12 hours, 7 minutes per day consuming media across all channels and devices in 2017. Of this time, 3 hours and 17 minutes are spent using a mobile device.
  • U.S. adults will spend 26 minutes per day with social network apps vs. 5 minutes a day social networking via a mobile browser.
  • U.S. adults will spend 2 hours, 41 minutes per day using apps in 2017, compared with 34 minutes a day using mobile websites.

mobile marketing

Trends We’ve Seen Here at BCG

The influx of “millennials” is causing this dramatic shift to mobile web traffic. Our clients are discovering that this younger, 25-34-year-old, audience prefers to utilize digital and social media channels to research and access information. They also prefer useful content over promotional ads and want to access their information via mobile devices – with content delivered in easily digestible segments and formatted for viewing on smaller screens.

In 2016, every one of our clients saw a major increase in mobile traffic to their websites, ranging from 28 to 46 percent.

Key Takeaways:

  1. You need to assume every single one of your potential customers has a smartphone.
  2. Marketers are optimizing for mobile and focusing more on mobile marketing at an increasing rate.
  3. Consumers are more likely to interact with, and purchase from businesses that offer a positive mobile experience.
  4. The majority of digital advertising dollars spent in 2017 will be targeted towards mobile.


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