Mobile Marketing Statistics for 2026: Market Size, Ad Spend, SMS, Mobile Commerce, and Audience Data

In 2026, mobile is no longer a secondary channel in the marketing mix. It is the primary screen, the dominant commerce surface, and the most direct pathway to consumer attention. Recently published data confirms that mobile devices now account for the majority of global web traffic, the majority of ecommerce transactions, and the majority of digital advertising revenue in most major markets worldwide.

The scale of the shift is measurable across every metric that matters to marketers. Global mobile advertising spending crossed USD 400 billion, with the United States alone representing over USD 200 billion of that total. Mobile commerce surpassed USD 2 trillion globally for the first time, accounting for 57% of all ecommerce sales. SMS marketing consistently delivers open rates of 98% and click-through rates that outperform email by a factor of six or more. And consumers worldwide are spending an average of 3.5 to 4.6 hours per day on their mobile devices, creating an audience reach that no other medium can match.

For marketing professionals, media planners, product teams, and business strategists, understanding the specific, data-backed dimensions of mobile marketing is essential for budget allocation, channel planning, and competitive positioning in 2026.

This article compiles 70+ mobile marketing statistics organized across nine thematic sections, drawn from the latest figures published within the last two years by primary data providers, platform disclosures, government surveys, and market research institutions. Every statistic is atomic, individually sourced, and linked directly to its original study or report.

Scope and Methodology

Includes only publicly available mobile marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Mobile Marketing Statistics for 2026

The global mobile marketing market was valued at USD 22.19 billion in 2024, based on a 2024 study by Straits Research.
The global mobile advertising market reached USD 402 billion in 2024, an 11% increase year-over-year, based on a 2024 analysis by Sensor Tower State of Mobile 2024.
Global mobile commerce sales reached USD 2.07 trillion in 2024, accounting for 57% of all ecommerce sales worldwide, based on a 2024 study by Statista via Oberlo Mobile Commerce Statistics.
U.S. retail mobile commerce sales reached USD 542.73 billion in 2024, making up 44.6% of total U.S. retail ecommerce sales, based on a 2024 forecast by eMarketer, cited in eMarketer Mobile Commerce Guide.
U.S. mobile advertising spending reached USD 202.59 billion in 2024, crossing the USD 200 billion milestone for the first time, based on a 2024 study by Oberlo U.S. Mobile Advertising Growth.
Mobile users worldwide spent a combined 4.2 trillion hours on apps in 2024, a 5.8% year-over-year increase, based on the 2025 State of Mobile report by Sensor Tower.
Consumer spending in mobile apps and games reached USD 150 billion globally for the first time in 2024, based on the 2025 State of Mobile report by Sensor Tower.
90% of U.S. adults owned a smartphone as of 2023, based on a January 2024 survey of 5,733 U.S. adults by Pew Research Center.
SMS text messages have an average open rate of 98%, compared to email marketing at 20%, based on a 2024 analysis by Campaign Monitor via SMS Marketing Data Report, Omnisend.
The mobile marketing platforms market was valued at USD 30.51 billion in 2024, based on a 2025 study by Business Research Insights.
72% of people have made a purchase after receiving a text message from a brand, based on a 2024 joint study by Klaviyo and Recharge.

Adoption and Usage Statistics

90% of U.S. adults reported owning a smartphone as of a survey conducted May to September 2023, based on a January 2024 report by Pew Research Center.
91% of U.S. adults owned a smartphone as of September 2024, up from 35% in 2011, based on a 2024 survey by Pew Research Center Mobile Fact Sheet.
96% of U.S. adults aged 18 to 29 owned a smartphone in 2024, followed by 89% among adults aged 30 to 49, based on a 2024 survey by Pew Research Center.
78% of U.S. adults aged 65 and older owned a smartphone as of a survey conducted between February and June 2025, based on a 2025 study by Pew Research Center.
19% of U.S. adults used smartphones as their sole means of accessing the internet at home, with no broadband subscription, based on a January 2024 report by Pew Research Center.
4.88 billion people worldwide owned a smartphone in 2024, based on 2024 data published by Oberlo U.S. Mobile Advertising Growth, sourced from GSMA Intelligence.
The average user worldwide spent 3.5 hours per day on their mobile device in 2024, a 2.9% year-over-year increase, based on the 2025 State of Mobile report by Sensor Tower.
Each mobile user interacted with 26 different apps per month on average in 2024, a 9.2% increase compared to 2023, based on the 2025 State of Mobile report by Sensor Tower.
Users accessed around 7 unique apps per day on average in 2024, based on the 2025 State of Mobile report by Sensor Tower.
Social media apps accounted for consumers spending nearly 2.4 trillion hours globally in 2024, equating to 6.6 billion hours of daily social app usage worldwide, based on the 2025 State of Mobile report by Sensor Tower.
Android held 71.67% of global mobile operating system market share as of August 2024, while iOS held 27.73%, based on 2024 data published by StatCounter via Oberlo Mobile Advertising Growth.
App downloads mentioning AI were downloaded 17 billion times in 2024, approximately 13% of all app downloads that year, based on the 2025 State of Mobile AI Apps report by Sensor Tower.

Audience and Behavioral Statistics

Mobile traffic accounted for 66.02% of all global digital traffic in December 2024, based on 2024 data from SimilarWeb, cited in Udonis Mobile Marketing Statistics.
In Q1 2025, global mobile website traffic reached 62.73% of total web traffic, based on 2025 data from StatCounter, cited in DigitalSilk Mobile Marketing Statistics.
In Q2 2025, mobile devices drove 77% of retail web visits and 69% of total ecommerce orders, based on a 2025 report by DigitalSilk Mobile Marketing Statistics, sourced from Salesforce Shopping Index.
The average website visit duration on mobile was 2.2 minutes in 2024, compared to 5.1 minutes on desktop, based on a 2024 analysis by DigitalSilk Mobile Marketing Statistics.
Mobile devices had an average conversion rate of 2.03% in 2024, less than half the desktop conversion rate, based on a 2024 analysis by DigitalSilk Mobile Marketing Statistics.
40.1% of user sessions on mobile showed signs of frustration in 2024, most commonly caused by slow page loads and JavaScript errors, based on a 2024 study by DigitalSilk Mobile Marketing Statistics.
Mobile users exhibit a bounce rate of 50.3% across industries, the highest of any device type, based on a 2024 analysis by DigitalSilk Mobile Marketing Statistics.
49% of mobile users used their devices to compare prices while shopping, and 46% used them to research product ratings and reviews, based on a 2024 consumer survey by Tidio, cited in Udonis Mobile Marketing Statistics.
Consumers worldwide spent over 41.9 billion hours using shopping apps in 2024, a 7.4% increase from the prior year, based on a 2025 report by Sensor Tower, cited in Sellers Commerce Mobile Commerce Statistics.
91% of smartphone users report buying or planning to buy after seeing a relevant ad on mobile, based on 2024 data cited in Electroiq Mobile Marketing Statistics.

Channel Performance Statistics

Search advertising led all mobile ad formats in the U.S. with USD 81.5 billion in spending in 2024, followed by video advertising at USD 58.92 billion and banner advertising at USD 50.96 billion, based on a 2024 study by Oberlo U.S. Mobile Advertising Growth.
Mobile influencer advertising in the U.S. was projected at USD 4.85 billion in 2024, more than four times the USD 930 million recorded in 2017, based on a 2024 study by Oberlo U.S. Mobile Advertising Growth.
U.S. mobile phone users spent an average of 1 hour and 15 minutes per day on social networks in 2024, based on a February 2024 forecast by eMarketer, cited in eMarketer Mobile Commerce Guide.
97.8 million U.S. consumers used smartphone QR scanners in 2024, based on a February 2024 forecast by eMarketer.
Google accounted for 89.73% of global mobile search traffic in 2024, with Bing trailing at 3.98%, based on data reported in the 2025 DigitalSilk Mobile Marketing Statistics report.
70% of all paid search impressions were on mobile devices in 2024, based on data cited in Sixth City Marketing Mobile Marketing Statistics.
In-app advertising spending globally was projected to reach USD 390 billion in 2025, based on a 2024 market analysis by Udonis Mobile Advertising Market report.
Mobile advertising accounted for 54.30% of the total digital advertising market in 2024, based on data from the 2024 Mobile Advertising Market report by Udonis.
In Q2 2024, worldwide consumer spending in apps and games reached a record USD 36.2 billion, up 11.7% from USD 32.4 billion in Q2 2023, based on the Q2 2024 Digital Market Index by Sensor Tower.

SMS Marketing Statistics

The average SMS click-through rate ranges between 21% and 35%, with some industries reporting rates as high as 40%, compared to an email average CTR of 3.25%, based on a 2025 analysis by Omnisend SMS Marketing Statistics.
On average, 21% to 30% of SMS recipients complete a purchase or desired action, compared to an email conversion average of 12.04%, based on a 2025 analysis by Omnisend SMS Marketing Statistics.
SMS unsubscribe rates remain consistently below 3.5% and often fall under 1.5%, based on a 2025 analysis by Omnisend SMS Marketing Statistics.
53% of surveyed marketers said SMS was one of their top three revenue-driving channels, based on a 2024 survey by Attentive, cited in Tabular SMS Marketing Statistics.
86% of respondents made two or more purchases in the last year from SMS messages, up from 55% in 2022, based on a 2024 joint study by Klaviyo and Recharge.
65% of people who made an SMS purchase in the last year bought the item earlier than planned because of a promotional text message, based on a 2024 joint study by Klaviyo and Recharge.
72% of people are willing to receive a brand text at least once a week, based on a 2024 joint study by Klaviyo and Recharge.
61% of people said they unsubscribe from SMS because they receive too many messages, based on a 2024 joint study by Klaviyo and Recharge.
93% of U.S. consumers had signed up to receive texts from a business as of 2023, based on a 2024 report by Attentive, cited in Tabular SMS Marketing Statistics.
Text message response time averages approximately 90 seconds, compared to approximately 90 minutes for email, based on data cited in Sixth City Marketing Mobile Marketing Statistics.
Text messages have eight times the response rate of emails, based on data cited in Sixth City Marketing Mobile Marketing Statistics.
Total A2P (application-to-person) messages delivered are projected to rise from 2.2 trillion in 2024 to 3.4 trillion in 2028, based on 2024 research by Juniper Research, cited in Sakari SMS Marketing Benchmarks.

Mobile Commerce Statistics

Global retail mobile commerce sales reached nearly USD 4.5 trillion in 2024, making up 69.9% of total retail ecommerce sales, based on a forecast by eMarketer.
U.S. retail mobile commerce sales reached USD 564.1 billion in 2024, based on research by eMarketer, cited in Red Stag Fulfillment.
Global mobile commerce sales in 2024 were 21.1% higher than the USD 1.71 trillion recorded in 2023, marking the first time revenues surpassed USD 2 trillion, based on a 2024 study by Oberlo Mobile Commerce Statistics, sourced from Statista.
70% of purchases in 2024 were anticipated to occur via mobile apps rather than mobile websites, based on 2024 analysis by OyeLabs Mobile Commerce Statistics.
U.S. consumers spent 279 minutes (4 hours 39 minutes) per day on mobile devices in 2024, up from 225 minutes in 2019, based on a 2024 study by Oberlo Mobile Commerce Statistics, sourced from eMarketer.
Three out of four consumers said they carried out purchases on mobile devices because it saves time, based on consumer research cited in Oberlo Mobile Commerce Statistics.
South Korea had the highest share of online sales via mobile at 75% in 2024, based on data reported by Netguru ecommerce statistics, sourced from eMarketer.
Indonesia, Singapore, and Brazil were among the fastest-growing mobile commerce markets in 2024, with growth rates of 52%, 48%, and 45% respectively, based on data cited in Sellers Commerce Mobile Commerce Statistics, sourced from Sensor Tower.

Revenue and Business Impact Statistics

The global mobile advertising market grew from USD 362 billion in 2023 to USD 402 billion in 2024, an increase of approximately 11%, based on the 2025 State of Mobile report by Sensor Tower.
U.S. mobile advertising spend grew 14.4% year-over-year in 2024, an acceleration from 9.4% growth in 2023, based on a 2024 study by Oberlo U.S. Mobile Advertising Growth.
In-app purchase (IAP) revenue from Generative AI apps (AI Chatbots and AI Art Generators) reached nearly USD 1.3 billion globally across iOS and Google Play in 2024, a near 180% increase year-over-year, based on the 2025 State of Mobile AI Apps report by Sensor Tower.
Worldwide Generative AI app downloads approached 1.5 billion in 2024, a 92% increase year-over-year, based on the 2025 State of Mobile AI Apps report by Sensor Tower.
In-app purchase (IAP) revenue globally across all categories reached USD 69.2 billion in 2024, based on 2024 data cited in Straits Research Mobile Marketing Market report.
Social commerce sales in the United States reached USD 71.62 billion in 2024, based on data reported by Netguru ecommerce statistics.
The North America mobile marketing market contributed a revenue share of 36.5% of the global mobile marketing market in 2023, based on a 2024 study by Grand View Research.
The platform segment dominated the mobile marketing market with a 67.9% share of the global market in 2023, based on a 2024 study by Grand View Research.
The global mobile marketing market was valued at USD 18.90 billion in 2023, based on a 2024 study by Grand View Research.
Sales of items marketed via sustainability claims grew nearly 12.3% per year on mobile commerce platforms from 2019 to 2024, which is 2.3 times as fast as conventional items, based on point-of-sale data analyzed by NYU Stern Center for Sustainable Business, cited in Strategy+Business.

Audience and Behavioral Statistics: App Engagement

Global Generative AI app downloads in H1 2025 climbed 67% half-over-half, the fastest growth since the initial surge in H1 2023, based on the 2025 State of AI Apps report by Sensor Tower.
Global in-app purchase (IAP) revenue for Generative AI apps reached nearly USD 1.9 billion in H1 2025, double the amount spent on IAPs in H2 2024, based on the 2025 State of AI Apps report by Sensor Tower.
North America led all regions in Generative AI app IAP revenue in H1 2025 at USD 762 million, a 74% increase half-over-half, based on the 2025 State of AI Apps report by Sensor Tower.
Asia recorded the highest growth in Generative AI app downloads between H2 2024 and H1 2025 at 80%, outpacing Europe (51%) and North America (39%), based on the 2025 State of AI Apps report by Sensor Tower.

Regional and Geographic Statistics

The United States led all global markets in mobile advertising spending, contributing approximately 45% of global revenue in 2024, based on the 2024 Mobile Advertising Market report by Udonis, sourced from Sensor Tower/data.ai.
China ranked second globally in mobile advertising spending in 2024, with nearly USD 150 billion spent annually, based on data cited in Udonis Mobile Marketing Statistics.
North America dominated the mobile marketing platforms market with the largest regional share, based on a 2025 study by Business Research Insights.
Asia-Pacific was the fastest-growing regional mobile marketing market, with a projected CAGR of 20.2% from 2024 to 2031, based on data cited in InBound Blogging Mobile Marketing Statistics.
Asia-Pacific accounted for over 23% of global mobile revenue in 2024, based on data cited in InBound Blogging Mobile Marketing Statistics.
The United Kingdom’s mobile commerce sales were expected to reach GBP 100 billion by 2025, with 70% of online orders placed via mobile devices as of 2023, based on data cited in OyeLabs Mobile Commerce Statistics.
The Americas had U.S.-based apps holding a 66% share of shopping app downloads in 2024, based on a 2025 report by Sellers Commerce Mobile Commerce Statistics, sourced from Sensor Tower.
In Brazil in 2024, foreign-headquartered apps accounted for 52% of shopping app downloads, an 11% year-over-year increase, based on a 2025 report by Sellers Commerce Mobile Commerce Statistics, sourced from Sensor Tower.

B2B vs B2C Statistics

Mobile accounted for 48% of B2B marketing in the United States in 2022, with projections to exceed 50% by the end of 2024, based on data cited in Sixth City Marketing Mobile Marketing Statistics.
64% of all digital advertising funds were devoted to mobile in 2024, based on data cited in Sixth City Marketing Mobile Marketing Statistics, sourced from Statista.
By 2028, 70% of total digital ad spending is estimated to be generated through mobile, based on data cited in Sixth City Marketing Mobile Marketing Statistics, sourced from Statista.
CMOs in the United States allocated 23.3% of their total marketing budget to mobile campaigns as of 2024, based on data cited in Electroiq Mobile Marketing Statistics.
The mobile web channel dominated the mobile marketing market with the largest revenue share in 2023, based on a 2024 study by Grand View Research.
Large enterprises accounted for the largest revenue share of the global mobile marketing market by enterprise size in 2023, based on a 2024 study by Grand View Research.

References

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