E-commerce capabilities are expanding, and Smartphones are replacing TV
The mobile analytics platform AppAnnie has published the results of the State of Mobile 2021 study, in which it collected the main figures and trends of mobile in different countries of the world in 2020. Mobile Adoption Boomed in 2020 — Advancing 2 – 3 Years in 12 Months.
Some global trends:
- Consumer spending in mobile for the year amounted to $143 billion;
- The time spent on mobile devices has reached 3.5 trillion hours;
- The total number of downloads via mobile devices is 218 billion.
Global trends in the mobile market
In 2020, there was a boom in the use of mobile devices. In 12 months, the market has demonstrated growth, which previously required two to three years:
- The app market is not fully saturated yet — demand for new apps and games is still growing worldwide, increasing by 7% year on year to 218 billion downloads.
- People are meeting more and more of their needs using mobile devices; their spending on the mobile market has reached $143 billion with an increase of 20% year-on-year.
- Over the year, Android device users spent 3.5 trillion hours on their phones. And mobile is the only channel with such coverage and depth of interaction.
A Product Marketing Manager of Snapchat, Skye Featherstone mentioned that consumers spend more time than ever on mobile. Snapchat continues to double down on experiences that help friends stay connected and entertained. From new original shows to augmented reality advancements. Snapchat’s product investments support both our growing community and our advertising partners alike.
Smartphones have overtaken TV.
- In 2020, Americans spent 8% more time on mobile phones every day than watching TV shows.
- The average American watched 3.7 hours of TV a day, while in the second half of 2020 he spent 4 hours on the phone.
- The average amount of time spent on mobile devices among the analyzed countries during the pandemic exceeded 4 hours and 10 minutes — that is 20% more than in 2019.
Millennials and boomers are spending more time on mobile devices
The popularity of mobile depends on the market and demographic characteristics:
- In the US, Generation Z, millennials, and Generation X began spending 16%, 18%, and 30% more time on their favorite apps than a year earlier. In the UK, this figure was 18%, 17%, and 27%, respectively.
- In 2020, Snapchat and Twitch were the most popular Generation Z apps in the US and the UK.
Marketing and advertising
Mobile bolstered the ad industry in 2020, companies use ad network insights and creative intelligence to explore the best practices for the strongest ROI.
- The number of mobile advertising placements in the USA increased by 95% year-over-year. There also was an increase of 335% in Turkey, 175% in Mexico, 165% in France, 170% in Brazil.
- Full-screen mobile advertising showed the greatest growth, as the reduction in marketing budgets caused by COVID-19 encouraged marketers to look for cheaper placement options.
- Mobile advertising spending increased to $240 billion in 2020 and will exceed $290 billion in 2021.
- Collaborations with leaders of opinions became even more popular and boosted user acquisition.
Finance
Mobile is the common string in financial decision-making: from research to consideration, evaluation & purchase, or investment.
- Time spent in Finance apps during 2020 was up 45% worldwide outside of China in 2020 year-over-year and the participation in Stock Market grew 55% globally on mobile.
- Finance apps are in high demand and play an important role in the decision-making process for consumers.
- Mobile apps are the go-to channel for participation that is illustrating a powerful shift in financial thinking which was caused by COVID-19.
Social Networking
TikTok outpaces top social apps in hours per user; up to 325% year-over-year growth.
- TikTok is on track to hit 1.2 billion active users in 2021. It was ranked in the top 5 by time spent and its average monthly time spent per user grew faster than every other app analyzed, surpassing even Facebook.
- Companies monitor consumer behavior shifts as TikTok is commanding significant per-user engagement. Mobile market estimates inform if this is cutting into your market share, or additive overall and how that shapes your next steps.
Retail
Head of Shopping Product Pinterest, Dan Lurie, mentioned that people have always come to Pinterest to shop. In 2020 Pinterest made it easier to go from inspiration to purchase. Capitalize on a rapidly growing market — use data to segment, strategize and identify opportunities to drive top-line retail growth.
M-Commerce Boom Changes Shopping Behavior and the Biggest Mobile Shopping Year:
- $115 Billion Spent globally during the 11.11 Shopping Festival across Alibaba and several other shopping platforms from Nov 1 – Nov 11, 2020.
- +30% year-over-year time spent globally in Shopping apps on Android phones during 2020. Outside of China — an early adopter of mobile shopping — global time spent in Shopping apps grew 45% year-over-year.
- $53.2 Billion spent on mobile in the US from Nov 1 – Dec 9, 2020, up by over 55% year-over-year.
Alternative Commerce: Social & Live Shopping, a $2 Trillion Opportunity
Mobile-First Shopping of 2021 & Beyond
- Worldwide downloads of Pinterest and Instagram grew 50% and 20%. Social commerce and live shopping will present a $2 trillion market globally by 2024.
- Downloads of live shopping TaoBao Live in China, Grip in South Korea, and NTWRK in the US grew 100%, 245%, and 85%. China was an innovator in the live streaming shopping market.
