240 BILLION Reasons You Should Be Thinking About Mobile First

January 22, 2021 Jonathan Higgins

240 BILLION Reasons You Should Be Thinking About Mobile First

So, why is a “mobile mindset” so important? Well, according to App Annie’s latest State of Mobile report, mobile engagement soared in 2020 as consumers across generations spent more time on the channel during the coronavirus pandemic. The surge was reflected in marketing as mobile advertising spend grew 26% year-on-year to $240 billion. That is BILLION with a “B”.

While last year produced unique circumstances that drove more people to mobile, the channel’s upward trajectory could continue as App Annie predicts mobile ad spend will top $290 billion in 2021. So, why is this so important? Keep reading…

Mobile engagement has seen a clear spike since the pandemic’s early days, with millions turning to their smartphones and other devices to stay connected and entertained while stuck at home. Still, App Annie’s latest report illustrates how quickly marketers have shifted their investments to mobile while grappling with budgetary constraints brought on by the health crisis.

Social media has also emerged as a clear winner of the pandemic, with time spent per user spiking up to 325% YoY in 2020, according to App Annie. However, newcomer apps within the category have shifted its balance of power. Video-sharing platform TikTok — the most-downloaded app of 2020 — is projected to reach 1.2 billion monthly active users in 2021 as it sustains momentum that’s bested more established rivals like Facebook. App Annie noted that TikTok commanded “significant per-user engagement,” landing in the top-five apps measured by time spent. Growth in mobile engagement was not limited to the younger cohorts typically painted as smartphone-addled. Gen X and baby boomers alike spent 30% more time on their favorite apps last year, App Annie found.

So, what does all this mean?

Simply put. Mobile Advertising grew so much last year because of one simple thing… More users online = more advertising opportunities. More advertising opportunities = more opportunities to connect with your fans and consumers. The data doesn’t lie and we have to understand where our fans and consumers are. Furthermore, we have to also understand the best way to communicate with them. Mobile is clearly their preferred channel… So, we have to have a “mobile mindset” if we truly want to connect with our fans and consumers.

If you aren’t thinking mobile first, then I recommend you start now. Because, there are “240 290 BILLION” reasons you should.


Source: Marketing Dive

Jonathan Higgins

I spend my days collaborating thoughts, experiences and actions into unique and creative impressions that I deliver to the world. I like cats too. That's me.