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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 advertising spending in the second half of 2018 was attributable to retail and another 23 percent to the media industry.

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 leading smartphone apps in the USA

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

Mobile apps are one of the most popular features on smartphones. According to a recent survey of smartphone users in the US, the most popular types of smartphone apps used daily fall into the "Social and Communication" category, followed by gaming and entertainment apps. Word-of-mouth recommendations are a very strong factor in deciding which applications to download.

• 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

Related to this:

• Local search optimization: "Nearby" search in Google Maps
• Search Engine Advertising
• How your target audience 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 reach. Chat applications such as mobile messaging apps reached approximately 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 and Google Assistant, has led to an explosive increase in voice search usage. In the first quarter of 2019, 42 percent of the global online population had performed a voice search on any device within the past month, with mobile devices being the most frequently used method. Other common ways to access voice search include smart speakers like the Amazon Echo. As of January 2019, 66.4 million adult US consumers owned at least one smart speaker.

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

With 49 percent of respondents from the Asia-Pacific region reporting having recently used voice search, the region is the clear leader in voice search usage. Other common ways to access voice search include smart speakers such as the Amazon Echo. In 2019, China is projected to account for 28 percent of the world's installed smart speakers.

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

At the time of the survey, approximately 91 percent of respondents aged 18 to 39 stated that they use a smartphone to surf the internet. This figure was around 73 percent for those over 40. Approximately 16 percent of 18- to 39-year-olds and around 10 percent of those over 40 use intelligent voice assistants to surf the internet.

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% of those aged 18-29 – 8% of those aged 40 and over
• Voice assistants: 16% aged 18-29 – 10% aged 40 and over
• Wearables: 15% aged 18-29 years – 5% aged 40 years and over

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

According to the Allensbach Market and Media Analysis (2020), a total of 35.4 percent of surveyed senior citizens in Germany stated that they use the internet via a mobile phone or smartphone. The next most frequently used device for internet access among participants aged 60 and over was a notebook or laptop.

• 35.4% – Mobile phone or smartphone
• 31.9% – Notebook, Laptop
• 27.7% – Desktop PC, desk PC
• 13.2% – Tablet PC

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

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

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• The most effective marketing channels for leads, the most effective tactics, the most effective early-stage engagements, and the most effective channels for increasing conversions
• Marketing strategies and trends
• Personalized customer communication is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? You should ask yourself three questions