2013 mobile adoption statistics for B2B marketers

Lists. There are plenty of them on the internet and I wanted to jump on that bandwagon. This one is specifically intended to show you just how important mobile is going to be (and is already) for marketing purposes. Business to consumer brands are well down the path of adopting mobile technology already and now it is time for B2B companies to make the change too.

  • Mobile internet use accounts for 15% of all internet traffic (Readwriteweb)
  • This is predicted to rise to 30% within 18 months (Readwriteweb)
  • Globally, 21% of mobile phones are smartphones, which presents huge growth for future mobile internet use. (Readwriteweb)
  • 53% of mobile phones in the UK are smartphones (Readwriteweb)
  • Smartphone subscribers in the UK are currently seeing 22% year on year growth (Readwriteweb)
  • Global smartphone subscriber growth is currently at 31% year on year (Readwriteweb)
  • 25% of the mobile mainstream* report having a “well-defined mobile strategy,” (Econsultancy)
  • 28% of mobile mainstream firms said “We track and report on specific KPIs for our mobile apps and/or sites” [Adobe]
  • 25% of mobile mainstream firms agreed with the statement “We have a well defined mobile strategy” [Adobe]
  • 45% of marketers do not have a mobile-optimised site. [Adobe]
  • Only 30% of businesses saw mobile optimisation as a priority in 2013. [Adobe]
  • Companies investing in mobile optimised sites are 3x as likely to see mobile conversion rates 5% or above those with desktop only. [Adobe]
  • 74% of respondents said mobile optimised websites were “very effective” or “somewhat effective” in increasing conversions. [Adobe]
  • More than half of C-level executives report a preference for locating information themselves rather than delegating. [Forbes]
  • The Internet is the C-suite’s top information resource, preferring it to trade shows, magazines, newspapers or personal networks. [Forbes]
  • Six out of ten C-suite executives conduct more than six searches a day on search engines and will then follow links driven by search results, advertising and content. [Forbes]
  • In 2009, 69% of executives under 40 reported searching on web enabled mobile devices to search for or read work related content at least once a day.  [Forbes]
  • In April 2013 it was reported that six out of ten executives now use tablets [Financial Times]
  • Only 25% of marketers test their emails for accurate mobile rendering. [Pardot]

So that’s my list of mobile statistics that board rooms around the world need to be aware of. The trend of using the internet to research products and industry information is only going to increase as more people around the world get connected. Likewise, as smartphone use increases from 21% of the global mobile phone market share towards 100%, the use of mobile devices to perform this research is also only going to increase.

Ensuring your business’s digital assets are optimised for mobile devices is going to be critical and having a comprehensive mobile strategy is only going to be more important as we head towards total smartphone/tablet adoption. Download our Introduction to B2B Mobile Marketing eBook to start taking the first steps towards optimal mobile marketing success.

*Mobile mainstream better reflects mobile programs across sectors and company types, as distinct from mobile first within this econsultancy study. Mobile first businesses are those “having a majority of customers/audience access site(s) via mobile devices or having a primary revenue stream from mobile.”

By Martin Broadhurst

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