Content Strategy, Mobile

State of the mobile web — sources

These are my favorite data points about how we’re using the mobile web today. I get asked for these sources a lot, so I’ve aggregated them all here.

91% of American adults own a mobile phone.

56% of American adults are now smartphone owners—79% of Americans 18-24, 81% aged 25-34, and 69% aged 35-44 own a smartphone.

63% of mobile phone owners say they use their phone to access the internet—74% of Black Americans, 68% of Hispanic Americans, and 85% of young adults aged 18-29 say they use the internet on a smartphone:

34% of current mobile internet users mostly go online using their phone. That’s 21% of all mobile phone owners. 11% of mobile internet users say they use their phone and other devices equally.

Blacks, Hispanics, low-income Americans, less-educated Americans, and young adults are more likely to be mobile-only users.

50% of teen smartphone owners aged 12-17 and 50% of young adults aged 18-29 say they use the internet mostly on their mobile phone.

Amazon, Wikipedia, and Facebook all see about 20% of their traffic from mobile-only users, according to comScore.

46% of shoppers reported they exclusively use their mobile device to conduct pre-purchase research for local products and services.

77% of mobile searches take place at home or work, only 17% on-the-go, according to Google.

90% of people start a task on one device, then complete it on another, according to Google. It’s especially high in  categories like retail (67%), financial services (46%), and travel (43%).

86% of mobile internet users (and 92% of mobile internet users aged 13-24) say they use their mobile devices while watching television.

44 of the Fortune 100 don’t have a mobile website AT ALL. Only 6 comply with Google’s mobile SEO requirements.

Google reports that only 21% of large advertisers have a mobile-optimized website.

Only 16% of consumer brands have a mobile strategy, so it’s no surprise that only 14% are happy with the results.

80% of B2B media companies take an ad hoc approach to mobile, only 33% have a mobile-optimized site.

McKinsey estimates that 2 to 3 billion people will come online globally through the mobile internet over the next decade, generating annual economic impact of $3.7 trillion to $10.8 trillion globally by 2025.

More from me

Don’t just take my word for it, take my word for it in these publications:

Don’t Let Paper Paradigms Drive Your Digital Strategy, Harvard Business Review

The rise of the mobile only user, Harvard Business Review

The alternative is nothing, A List Apart

Windows on the web, A List Apart

Your content, now mobile, A List Apart

Uncle Sam wants you (to optimize your content for mobile), A List Apart

Buy my book! Content Strategy for Mobile