Mobile Marketing Statistics 2025: Growth Signals

Mobile devices now form the backbone of global digital access. More than 5.78 billion people, about 70.1% of the world’s population, use a mobile phone. As mobile connectivity spreads, consumers and businesses alike are shifting behavior; users spend increasing time online via phones, and marketers are adapting accordingly. In sectors from e-commerce to social media advertising, mobile-first strategies are no longer optional; they are essential. The data below underscores why mobile must sit at the center of any marketing plan.

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5.78 billion unique mobile phone users globally in 2025, about 70.1 of % global population penetration.
Mobile devices accounted for approximately 62–64% of global internet traffic in 2025.
As of October 2025, mobile holds 51.56% of global platform share (desktop 47.02%, tablet 1.42%).
Global web traffic via mobile rose from under 35% in 2015 to nearly 60%+ by 2025.
Worldwide, there are now 4.32 billion active mobile internet users.
Over 96% of internet users access the internet using a mobile phone.
Mobile adoption continues; the number of mobile device connections tied to smartphones now accounts for roughly 87% of all mobile phones in use globally.

Recent Developments

The 2025 Digital Overview reports a net gain of 112 million new mobile subscribers over the previous 12 months, a 2.0% year-on-year growth.
Global internet users reached 5.56 billion in early 2025, a penetration rate of 67.9%, up by 136 million (+2.5%) from 2024.
Smartphone handset share among all mobile handsets is 87%, reflecting an ongoing shift from feature phones.
The global pool of social media user identities stands at 5.24 billion, roughly 63.9% of the world’s population, indicating expanded mobile-powered engagement.
Mobile video consumption surged in 2025, increasing advertiser investment in video formats.
Mobile accounts for the majority of ecommerce traffic and conversions in many regions.
Mobile-first markets continue to grow, particularly in emerging economies, driving adjustments in how companies build digital products.
More users now access the internet primarily through their phones, reshaping browsing patterns and marketing priorities.

Global Mobile Usage Statistics

9.2 billion mobile-cellular subscriptions exist worldwide in 2025, equating to 112 per 100 inhabitants.
Mobile broadband subscriptions reached 99 per 100 inhabitants globally in 2025.
5G subscriptions hit 2.9 billion by the end of 2025, one-third of all mobile subscriptions.
5G networks will carry 43% of global mobile data traffic by the end of 2025.
Global monthly mobile data traffic reached 188 EB in Q3 2025.
Smartphone users worldwide total 4.69 billion in 2025, up 440 million YoY.
Mobile devices account for 62.45% of global internet traffic in 2025.
Average smartphone data usage hits 21.6 GB per month globally by Q3 2024.
Video traffic comprises 76% of all mobile data traffic by the end of 2025.

Top Key Reasons Why US Consumers Utilize Smartphones Inside Stores

Comparing prices remains the top reason, with 60% of Desktop-First Users and 46% of Mobile-First Users doing so while shopping.
50% of Desktop-First Users and 44% of Mobile-First Users use their phones to compare products while in-store.
Searching for in-store coupons & discounts is carried out by 48% of Desktop-First Users compared to 38% of Mobile-First Users.
Reading product reviews is a habit practiced by 43% of Desktop-First Users and 37% of Mobile-First Users.
36% of Mobile-First Users and 35% of Desktop-First Users check or review their shopping list on their phone during in-store visits.
Taking photos while shopping is done by 39% of Desktop-First Users versus 34% of Mobile-First Users.

Top Reasons Why Us Consumers Use Smartphones In Store

Mobile Internet Traffic Share

Mobile devices drive 62.45% to 64.35% of global internet traffic in 2025.
Some sources estimate total mobile traffic at 64% globally in mid-2025.
Other metrics show 60.5% of global web traffic coming from mobile as of mid-2025.
In April 2025, 59.7% of global visits came from mobile devices.
Tablets contribute only 1.8%–2% of global traffic.
Mobile traffic share has grown dramatically from under 35% in 2015 to above 60%.
The shift highlights the importance of mobile-optimized design and performance.
Analysts expect mobile dominance to remain strong or increase in the coming years.

Mobile vs Desktop Usage Statistics

As of October 2025, the global platform share is Mobile 51.56%, Desktop 47.02%, Tablet 1.42%.
Mobile traffic ranges between 59% and 64% globally, while desktop makes up the remainder.
Some reports place web traffic at 58.3% mobile, 39.8% desktop, and 1.9% tablet from 2024–2025.
Compared with 2015, mobile has gained over 25 percentage points in traffic share.
The rise reflects expanded smartphone ownership and better internet infrastructure.
Mobile-first design has become mandatory for content and ecommerce platforms.
Desktop remains relevant for complex workflows but trails in everyday browsing.
Responsive design and fast mobile load times are now baseline digital requirements.

Mobile Vs Desktop Traffic And Platform Share

Smartphone Adoption and Penetration

By mid-2025, there will be about 5.76 billion unique mobile users globally, representing roughly 70% of the world’s population.
Smartphones now account for 87% of all mobile handsets in use globally.
In the United States, 91% of adults own a smartphone, up sharply from 35% in 2011.
The average smartphone replacement cycle is now 2.4 years, driven by rapid technological advancement.
Android holds 71.8% of the global smartphone OS market in 2025.
Lower device prices continue to expand smartphone access across emerging markets.
Global smartphone users are estimated to fall between 5.3 and 5.8 billion, depending on methodology.

Mobile Data Consumption by Activity

Video applications overwhelmingly dominate mobile traffic, making up a substantial 75.9% of total data usage, emphasizing their massive influence on user consumption patterns.
Other apps collectively consume 10.5% of mobile data, representing a broad range of non-video and non-social functionalities that still contribute significantly.
Social networking apps account for 7.8% of total mobile data usage, underscoring their persistent relevance in everyday digital engagement.
Web browsing constitutes only 1.4% of mobile data usage, reflecting a notable shift away from traditional internet use toward more media-rich activities.

Time Spent on Mobile Devices

The global average is 3 hours and 43 minutes per day on smartphones in 2025.
Other sources report 4 hours and 37 minutes daily on smartphones in 2025.
Many users spend the equivalent of 70 days per year on mobile screens.
Users spend roughly 3 hours and 10 minutes daily in mobile apps, around 90% of total smartphone usage.
Some analyses show app usage at 4.9 hours per day in 2025.
65.6% of users engage with 3 to 10 apps per day.
App-based digital life continues to grow, making mobile UX essential for businesses.

Mobile App Usage and Downloads

Global consumer app spending reached $40 billion in Q1 2025, up 11% year-on-year.
Streaming and social apps each bring in around $12 billion in in-app purchases annually.
Users spend 3–5 hours daily in mobile apps across key markets.
The mobile app economy is projected to hit $673 billion by the end of 2025.
Downloads continue expanding, especially across India, Indonesia, and Brazil.
Many desktop tasks have shifted to apps for convenience and speed.
Rising in-app engagement drives investment in retention and user experience.

Mobile User Demographics

In the U.S., 98% of adults own a mobile phone, and 91% own a smartphone.
Younger adults, particularly under 35, exceed global averages in daily screen time.
Emerging markets show rapid adoption among younger age groups.
Social media users total 5.41 billion in 2025, representing 68.5% global penetration.
Users engage with 6.83 different social platforms per month on average.
Social media penetration among internet users aged 16+ is 95% globally.
Mobile-native demographics shape trends toward social, always-on mobile experiences.

Mobile Marketing Essential Statistics & Spending Insights

57% of users’ daily online time is allocated to mobile devices, emphasizing how dominant mobile usage has become.
2 out of 3 online shopping orders are completed through a mobile device, fueling the ongoing e-commerce boom.
More than 75% of U.S. retail site visits originate from smartphones, underscoring their pivotal role in retail browsing.
98% of users access content on mobile phones, while 97.8% also use computers, revealing a strong pattern of cross-device engagement.
In 2023, global mobile ad spending climbed to $362 billion, reflecting its rapidly expanding impact.
In 2024, worldwide mobile ad spend increased by 11%, reaching $402 billion and illustrating sustained year-over-year growth.
By 2030, global mobile ad spending is forecasted to soar to $1.3 trillion, marking a massive long-term expansion.
For 2025 in the U.S., mobile ad spend is divided into $188B for in-app ads and $40B for mobile web ads, showcasing the strong dominance of in-app advertising formats.

Mobile Marketing Key Stats Spending Insights — Reference: Unity Communications

Mobile Advertising Formats and Channels

The global mobile advertising market is projected to reach $447 billion in 2025.
In-app advertising dominates with around $390 billion in ad spend.
Mobile ads represent 56% of total digital ad spend globally.
Social and in-app placements make up 60% of mobile ad spending.
Mobile ad spend rose from $402 billion in 2024 to approximately $447 billion in 2025, an 11.1% increase.
Short-form video and vertical formats lead mobile ad innovation.
Programmatic and native placements outperform legacy banner formats.
In some regions, mobile ad budgets surpass 70% of total digital ad spending.

Mobile Search Advertising Statistics

Mobile search ad spend reached $81.5 billion in 2024.
52% of PPC clicks come from mobile users.
78% of mobile searches result in retail conversions.
Mobile search traffic continues outpacing desktop search.
Advertisers increasingly prioritize mobile search over desktop.
Improved targeting and smaller-screen search optimization drive higher performance.

Mobile Social Media Marketing Statistics

83% of global social media ad revenue in 2025 comes from mobile.
Over 60% of mobile ad budgets go toward social media placements.
Mobile social ads generate 1.3% CTR, higher than desktop.
Mobile video ads drive 2x higher engagement than image-based ads.
Social media ad spending reaches $276.7 billion in 2025.
Asia-Pacific leads with $231 billion in mobile ad spend for 2025.
U.S. mobile ad spending projected at $228.11 billion in 2025.
In-app advertising yields 3x more engagement than mobile web ads.

Mobile Video Advertising Statistics

Mobile video ads increase conversions by up to 86%.
U.S. video ad spending grew 18% year-over-year, reaching $64 billion.
About 90% of consumers say mobile video helps them make purchase decisions.
40% of global shoppers purchase items discovered via mobile video.
Mobile video ranks among the fastest-growing mobile ad formats.

SMS and Text Message Marketing Statistics

SMS marketing reports 98% open rates and 45% response rates.
84% of consumers opted in to receive business texts in 2025, up 35% since 2021.
90% of SMS messages are read within 3 minutes, with an average response in 90 seconds.
Average SMS click-through rate hits 21–35%, far above email‘s 3.25%.
21–30% conversion rate for SMS campaigns, versus email’s 12.04%.
82% of businesses view SMS as effective for driving revenue.
66% of businesses use SMS marketing in 2025, up 55% from four years ago.
71% of consumers want two-way texting with businesses.
SMS yields $71 revenue per $1 spent on average.
Unsubscribe rates under 3.5% for SMS, lower than email’s 1.35%.

Push Notification Marketing Statistics

Push notifications achieve an average open rate of 20%, surpassing email benchmarks across industries.
App engagement surges up to 88% with enabled push notifications.
Users receiving one or more push notifications in the first 90 days show nearly 3x higher retention rates.
Personalized push notifications deliver 4x higher reaction rates than generic ones.
Average push notification CTR stands at 28%, far exceeding email performance.
Daily push notifications boost retention by 820% compared to zero notifications.
Opt-in rate for mobile app push notifications averages 67.5%, with Android at 91.1%.
77% of users engaged with a push notification in the last month, and 48% made purchases.
Emojis in notifications increase reaction rates by 20%, while rich media boosts clicks by 25%.
Retail apps see 2-5x higher retention from weekly pushes and 3-6x from daily ones.

Mobile Commerce (M-Commerce) Statistics

Global m-commerce sales reached $2.07 trillion in 2024, 57% of all ecommerce sales.
M-commerce is expected to reach 59% of all retail ecommerce in 2025, about $4.01 trillion.
About 1.65 billion people will shop via smartphone in 2025.
In the U.S., 76% of adults make purchases using smartphones.
Shopping apps account for billions of usage hours globally.
Retailers must optimize mobile checkout and UX to capture conversions.

Mobile App Marketing and User Acquisition

Global spending on app install ads is forecast to hit $94.9B by 2025, up 20% from 2023, underscoring aggressive mobile app marketing investment.
The average global cost per install (CPI) across platforms is about $2.24, with iOS at $0.86 and Android at $0.44 overall.
Mobile app CPI reaches $5.28 in North America but drops to $0.34 in Latin America, showing more than a 15x regional cost gap for user acquisition.
Between 2022 and 2024, casual gaming app CPI jumped from $0.98 to $2.17, more than 2x, increasing paid user acquisition costs for game developers.
A 2022 survey found that around 70% of app developers increased their user acquisition budget, while 58% expanded to new locations and demographics.
Influencer-driven app campaigns generate about $6.50 in revenue for every $1 spent, making them a high-ROI user acquisition channel.
Customer acquisition costs for apps have risen about 60% over the last five years, driven largely by privacy changes like iOS 14.5 and stricter tracking rules.
The global in-app advertising market was valued at around $192.5 billion in 2024 and is projected to reach $561.24 billion by 2032 at a 14.31% CAGR, powering app growth in multiple categories.
By platform, Android captured about 69.1% of the in-app advertising market in 2024, with other platforms projected to grow at roughly 14.6% CAGR.

Frequently Asked Questions (FAQs)

What percentage of global web traffic comes from mobile devices in 2025?

Roughly 64.35% of global web traffic comes from mobile devices as of July 2025.

How many people worldwide own a smartphone in 2025?

Approximately 4.69 billion people globally owned a smartphone in 2025.

What is the projected global mobile advertising spend for 2025?

Global mobile advertising spend is projected to reach $402 billion in 2025.

What share of global ecommerce transactions did mobile account for around 2024–2025?

Around 57% of global ecommerce transactions in 2024 were via mobile devices.

Conclusion

Mobile marketing stands as a core pillar for brands seeking reach, engagement, and conversions. With global mobile ad spend projected at $447 billion, more than half of all digital ad budgets now flow toward mobile audiences. Formats such as in-app ads, mobile search, and video dominate, offering higher engagement and conversion potential than traditional channels.

Meanwhile, the continued rise of m-commerce and mobile-driven acquisition further underscores mobile’s essential role in today’s marketing landscape. Businesses that neglect a mobile-first strategy risk falling behind, making now the time to act on the data and insights presented throughout this report.