A shift has occurred over the past few years; digital marketers are beginning to think of mobile optimization first. This focus is valid and is due to a change in the way people are consuming information.
This past year, Google rolled out a new mobile-first algorithm due to the rise in mobile use. Today, 57% of Google searches occur on mobile devices as opposed to the 43% of searches occurring on desktops.
Similar research by location intelligence firm Cuebiq showed that in 2017, in-app ads generated much higher foot traffic than web ads (in-app adds bringing in anywhere from 19%-49% traffic in comparison to 10%-33%).
I would predict that social media has played a major role in the increase of mobile usage. Pew Research ran a study recently to better understand current social media usage. They discovered that today, 69% of the public uses some type of social media (88% of 18 to 29-year-olds and 78% of 30 to 49-year-olds use social media). Pew also found that in 2018 77% of Americans own smartphones. Of those smartphone owners, eMarketer says that users spend 89.2% of their time on smartphones in apps. I think it's safe to say that a large majority of Americans are on social media and spending most of their time on those apps via their smartphones.
As the purpose of the phone, for many, has moved away from simply making phone calls to generally connecting them to people and information at all times on-the-go, it makes sense that we've seen a new focus from marketers on mobile-first advertising.
If you're looking to improve your digital strategy this year, here are 32 research-backed mobile marketing tips from Red Stag Fulfillment that have proven successful.