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Share of mobile in-app advertising spending worldwide – Image: Xpert.Digital

Share of global in-app advertising spending by industry. Smaato found that 49 percent of mobile ad spending in the second half of 2018 came from retail and another 23 percent from media.

Share of advertising expenditure

• 49% – Retail
• 23% – Media
• 6% – Finance
• 5% – Automotive
• 4% – Healthcare
• 4% – Telecommunications
• 3% – Travel
• 3% – Food and Beverages
• 3% – Other

Reach of the most popular smartphone apps in the USA – Image: Xpert.Digital

Share of Mobile Audience Reached: Mobile audience reach of the top smartphone apps in the US

As of February 2021, the Google Maps app was viewed by 51 percent of the mobile audience in the United States. The video platform YouTube was in first place with a reach of 71 percent.

Mobile apps are one of the most popular functions on smartphones. According to a current survey among smartphone users in the USA, the most popular types of smartphone apps that are used every day are located in the “Social and Communication” category, followed by gaming and entertainment apps. Mund-to-mouth propaganda is a very strong factor in deciding which applications should be downloaded.

• 71% - YouTube
• 62% – Facebook
• 54% – Gmail
• 53% – Google Search
• 51% – Google Maps
• 49% – Facebook Messenger
• 45% – Amazon Mobile
• 45% – Weather Channel – Native Apple
• 40% – Google Pay
• 39% – Instagram
• 34% – Find My
• 33% – Apple News
• 31% – Google Drive
• 29% – Google Photos
• 29% – Spotify

Suitable for:

• Local search optimization: in Google Maps the “Nearby” search
• Search engine advertising – search engine advertising
• How your target group interacts is crucial for SEO, SEA and SEM

Most Popular App Categories in the United States – Image: Xpert.Digital

Leading app categories in the United States, by usage reach. Chat applications such as mobile messengers reached around 81.5 percent of the US online population in the third quarter of 2020. In comparison, only 11.9 percent of internet users in the United States reported using online dating apps.

• 89.5% – Social networks
• 81.5% – Chat/Messenger
• 71.8% – Entertainment and Video
• 66.5% – Cards
• 66.3% – Shopping
• 52% – Games
• 51.5% – Music
• 43.1% – Banking and financial services
• 33.8% – Health, fitness and nutrition
• 11.9% – Dating and friendship

Global voice search usage by age group and device – Image: Xpert.Digital

The immense popularity of smartphones and their integrated virtual assistants such as Siri or Google Assistant have led to an explosion in voice search usage. In the first quarter of 2019, 42 percent of the global online population conducted a voice search on any device within the last month, with mobile devices the most commonly used in this manner. Other common ways to access voice search are with smart speakers like the Amazon Echo. As of January 2019, 66.4 million U.S. adult consumers owned at least one smart speaker.

Global voice search usage by region and device – Image: Xpert.Digital

With 49 percent of Asia Pacific respondents saying they have accessed voice search recently, the region is the clear leader in voice search usage. Other common ways to access voice search are through smart speakers like the Amazon Echo. In 2019, China is expected to account for 28 percent of smart speakers installed worldwide.

Which of the following devices do you use to surf the Internet? – Image: Xpert.Digital

At the time of the survey, around 91 percent of 18 to 39-year-old respondents said they used a smartphone to surf the Internet. This proportion was around 73 percent for people over 40 years old. Around 16 percent of 18 to 39 year olds and around 10 percent of those over 40 surf with intelligent voice assistants.

Which of the following devices do you use to surf the Internet?

• Smartphone : 91% aged 18-29 – 73% aged 40 and over
• Laptop/Notebook : 78% aged 18-29 – 68% aged 40 and over
• Desktop PC : 53% aged 18-29 – 60% aged 40 and over
• Tablet : 54% aged 18-29 – 44% aged 40 and over
• Smart TV : 49% aged 18-29 – 32% aged 40 and over
• Gaming consoles : 36% aged 18-29 – 8% aged 40 and over
• Voice assistants : 16% aged 18-29 – 10% aged 40 and over
• Wearables : 15% aged 18-29 – 5% aged 40 and over

Survey on end devices for internet use among people aged 60 and over in Germany – Image: Xpert.Digital

According to the Allensbach market and advertising media analysis (2020), a total of 35.4 percent of the senior citizens surveyed in Germany stated that they use the Internet via a cell phone or smartphone. The most frequently used device for Internet access by participants aged 60 and over was a notebook or laptop.

• 35.4% – cell phone or smartphone
• 31.9% – notebook, laptop
• 27.7% – Desktop PC, Desk PC
• 13.2% – Tablet PC

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Base (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM knowledge database (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

• Content marketing: supreme discipline with obstacles and the most valuable types of content marketing
• The most effective marketing channels for leads, the most effective tactics, the most effective early stage engagements, and the most effective channels to increase conversions
• Marketing strategies and trends
• Personalized customer approach is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? To do this, you should ask yourself three questions