Research House eMarketer’s latest analysis presents a deep dive into mobile consumer behaviour and global marketing trends.
In particular its survey covers: worldwide mobile and smartphone usage; worldwide mobile social network and messaging app users; worldwide mobile advertising markets; and worldwide mcommerce and proximity payments.
Smartphones lead mobile pack According to eMarketer, 4.56 billion people worldwide will use a mobile phone in 2018, representing 61% of the global population. Moreover, in 2018, just under two-thirds (64.6%) of mobile phone users, or 2.95 billion people worldwide, will access the Internet via their mobile at least once a month. This year, there will be 2.6 billion smartphone users worldwide equating to more than a third (34.7%) of the global population and equating to 57% of all mobile phone users. By 2021, eMarketer expects two-fifths of the global population to be smartphone users.
Social networking to boom The research company reckons the number of mobile social network users worldwide will reach 2.23 billion this year, up 9.2% from 2017. Overall social media use is primarily a mobile activity, and in 2018 eMarketer estimates that more than 84% of all social network users will use a mobile device to access a social network.
More than 88% of Facebook users will access the platform via a mobile device this year – a total of 1.47 billion people. eMarketer estimates that more than three-quarters of smartphone users worldwide will use a messaging app in 2018 – a total of 2.01 billion people. Mobile adds ads
According to eMarketer, the value of the overall mobile advertising market worldwide will increase 27.2% to $181.59 billion in 2018, up from $142.78 billion in 2017. By 2021, mobile advertising spending is expected to reach $284.33 billion worldwide. At the same time, mobile's share of global ad dollars continues to increase. Mobile will account for 28.8% of total ad dollars spent worldwide in 2018, and that figure is expected to rise to 37.5% by 2021. eMarketer expects mobile advertising to account for more than 75% of all digital ad spending worldwide by 2021.
eMarketer reckons global retail mcommerce sales will total $1.8 trillion in 2018, up 33% from 2017. Mobile sales will account for close to 64% of all ecommerce sales this year.
In 2018, for the first time, more than one-third (34.9%) of smartphone users ages 14 and older will make a proximity payment (use a mobile phone to pay at a physical point of sale) at least once every six months.