The 50 Most Important Mobile Marketing Charts of 2015

What is the future of mobile marketing?

Mobile has transformed the way we shop, consume media, and interact with our families and friends. In this collection, experts at Percolate have curated 50 charts that analyze key trends, insights, and perspectives on how mobile has changed the world.

Broken into five sections: macro trends, market disruptors, mobile payments, consumer behavior and mobile advertising, each chart tells an important story about how the world has changed and how executives can prepare for the future.

What are the main highlights of this collection? Smartphone sales are growing steadily, and while there is room to grow in the U.S. and Europe, the real action is in the developing world.

Shoppers are going mobile. In fact, almost a third of e-commerce traffic is mobile. Millennials are unhappy with their banks, and love mobile payments - tech companies are taking notice. Finally, mobile advertising is exploding as spend begins to follow where consumers are actually spending their time.

Macro Trends

In Just a Few Years, We’ve Gone Multi-Screen

Global Internet connected device shipments

Gartner, IDC, Strategy Analytics, Company Filings, BI Intelligence Estimates

Reve

nue

in B

illio

ns (

USD)

200,000,000

400,000,000

600,000,000

800,000,000

1,000,000,000

1,200,000,000

1,400,000,000

1,600,000,000

1,800,000,000

2,000,000,000

2,200,000,000

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014E

Wearables

Personal Computers

Smartphones

Smart TV’s

Tablets

Global Smartphone Market Growing Steady

Global smartphone shipments forecast

BI Intelligence Estimates

Smar

tpho

nes

Ship

ped

(Bill

ions

)

1B

2B

3B

4B

2006 2008 2010 2012 2014E 2016E 2018E 2020E

More than 1/4 of Internet Traffic is Mobile

Global Internet traffic share (desktop versus mobile)

StatCounter| December 2014

25%

50%

75%

100%

Dec-08 May-10 Oct-11 Mar-13 Aug-14

Desktop Mobile

Android is the Dominant Smartphone Platform

Global smartphone market share by platform

IDC, Strategy Analytics, BI Intelligence Estimates | December 2014

25%

50%

75%

100%

1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

Android

Other

iOS

BlackBerry

Microsoft

Mobile Has Led to Billions in Revenue

Annual ad revenue from mobile

Google, Facebook, Yahoo, Twitter, BI Intelligence Estimates

Ad R

even

ue in

Bill

ions

2M

4M

6M

8M

10M

12M

14M

2011 2012 2013 2014E

Google Facebook Yahoo Twitter

U.S. Mobile Market Is Nearly Saturated

Percentage of U.S. mobile phone owners with a smartphone

Gartner, IDC, BI Intelligence Estimates| January 2015

Perc

enta

ge o

f Peo

ple

on M

obile

with

Sm

artp

hone

10%

20%

30%

40%

50%

60%

70%

80%

Jan 10 May 10 Sep 10 Jan 11 May 11 Sep 11 Jan 12 May 12 Sep 12 Jan 13 May 13 Sep 13 Jan 14 May 14

PC Shipments Have Cratered

PC shipments quarterly year-over-year growth (globally)

Gartner, IDC, BI Intelligence Estimates| January 2015

Gro

wth

(YoY

)

(24%)

(18%)

(12%)

(6%)

0%

6%

12%

18%

24%

30%

3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

Tablets Have Carved Out a Chunk of PC Sales

Global PC vs tablet shipments

Gartner, IDC, Strategy Analytics, Company Releases

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

PC Shipments Tablet Shipments

Global Tablet Growth Has Hit a Wall

Global tablet shipments (quarterly year-over-year growth)

Company Filings

(50%)

0%

50%

100%

150%

200%

250%

300%

3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

Year-Over-YearSequential

iPad Sales Are Experience “Negative” Growth

iPad sales (year-over-year sales growth)

Company Filings

(50%)

0%

50%

100%

150%

200%

2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14

Feature Phone Sales Are Dropping

Global mobile phone sales

Gartner, IDC, Strategy Analytics, BI Intelligence Estimates

Sale

s (M

illio

ns)

50M

100M

150M

200M

250M

300M

350M

400M

1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

SmartphonesFeature Phones

Feature Phones Just 25% of Mobile Phone Sales

Global mobile phone sales

PayPal Investor Releases

Sale

s (T

hous

ands

)

60

120

180

240

300

360

420

480

540

600

1Q08 3Q08 1Q09 3Q09 1Q10 3Q10 1Q11 3Q11 1Q12 3Q12 1Q13 3Q13 1Q14 3Q14

Smartphones

Feature Phones

Market Disruptors

Mobile Video is Exploding

Global mobile video traffic in millions of terabytes per month

Cisco| 2013

Mill

ions

of T

erab

ytes

Per

Mon

th

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

8,000,000

2011 2012 2013 2014 2015E 2016E

Mobile Video Is Bigger Than All Other Categories

Data usage by activity (globally)

Cisco | February 2015

Exab

ytes

Per

Mon

th

5

10

15

20

25

30

2014 2015 2016 2017 2018 2019

File Sharing Audio Streaming Web/Data/VoIP Video

China & India, Biggest Opportunities in Mobile

Smartphone sales in 2014

Mediacells via the Guardian

Sale

s (M

illio

ns)

50

100

150

200

250

300

China India USA Brazil Indonesia Russia Japan Mexico Germany France UK

Sales To New Smartphone Users In 2014 Smartphone Upgrades In 2014

Chinese Companies Sell ~25% of All Smartphones

Selected local manufacturers from China (global quarterly shipments)

Canalys, IDC, Strategy Analytics, Bi Intelligence, Company Reports

Ship

men

ts (M

illio

ns)

10M

20M

30M

40M

50M

60M

70M

80M

90M

1Q11 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14

Xiaomi Lenovo Huawei ZTE Coolpad

Xiaomi’s Growth is Accelerating

Xiaomi global smartphone shipments

Company Statements, BI Intelligence Estimates

Ship

men

ts (M

illio

ns)

2M

4M

6M

8M

10M

12M

14M

16M

18M

20M

4Q11 2Q12 4Q12 2Q13 4Q13 2Q14 4Q14

Growth in Mobile is Driving Messaging Apps

Monthly Active Users (millions) for top apps

Company Statements, BI Intelligence Estimates

150M

300M

450M

600M

Oct-10 Feb-12 Sep-12 Jan-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Feb-14

LINE WhatsApp WeChat Viber Snapchat

WhatsApp Has More than 700 million MAUs

WhatsApp MAUs (Global)

WhatsApp | January 2015

100M

200M

300M

400M

500M

600M

700M

Oct-10 Jul-12 Jan-13 Apr-13 Jul-13 Sep-13 Nov-13 Jan-14 Aug-14 Oct-14 Dec-14

Phablets Are Canibalizing Tablets and Phones

Global annual shipments by device

BI Intelligence Estimates

Ship

men

ts (M

illio

ns)

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2006 2008 2010 2012 2014E 2016E 2018E

PhabletsTabletsSmartphones (Non-Phablet)

Mobile Revenue is Moving to Software

Share of combined handset and app revenue

Portio Research, Vision Mobile

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2012 2013 2014 2015 2016

67%72%76%79%82%

33%28%24%21%18%

App Economy Handset Market

Mobile Payments

NFC-Enabled Handsets Are Booming

Global NFC-enabled handset shipment forecast

IHS | 2014

Mill

ions

of H

ands

ets

Ship

ped

100

200

300

400

500

600

700

800

900

1,000

1,100

1,200

1,300

1,400

2012 2013 2014E 2015E 2016E 2017E 2018E

PayPal Powers $30B in Mobile Payments

PayPal mobile transaction volume (USD, billions)

PayPal Investor Releases

Billi

ons

5,000

10,000

15,000

20,000

25,000

30,000

35,000

2008 2009 2010 2011 2012 2013

PayPal Mobile Braintree Mobile

Venmo is Replacing Friend-to-Friend Payments

Venmo payment volume

PayPal, BI Intelligence

Mill

ions

of D

olla

rs

100M

200M

300M

400M

500M

600M

700M

800M

Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014

$700M

$468M

$314M

$194M

$141M$105M

$81M$59M$43M$31M$23M

Starbucks: ~$400M in Mobile Payments Q3 2014

Starbucks mobile payment volume

Starbucks statements and filings, BI Intelligence

Paym

ents

in M

illio

ns (U

SD)

$50M

$100M

$150M

$200M

$250M

$300M

$350M

$400M

$450M

$500M

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Mobile Banking is Growing ~20% YoY

Growth in active mobile banking customers

Company Filings

Gro

wth

5%

10%

15%

20%

25%

30%

35%

Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Wells Fargo Bank Of America Chase

Half of Online Banking Customers Use Mobile

Mobile versus online customers (Wells Fargo, Bank of America & Chase)

Wells Fargo, Bank of America, Chase company filings

Mill

ions

10M

20M

30M

40M

50M

60M

70M

80M

90M

100M

Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013 Q1 2014 Q2 2014

Non-Mobile Online

Mobile

Bank Customers Love Mobile Deposit Services

Survey: How valuable are remote check deposit services to you?

Synergistics | 2014

Perc

ent o

f Res

pond

ents

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Users Non-Users

25%

21%

15%

75%

Somewhat Valuable Very Valuable

Millennials Love Digital and Mobile Banking

North American millennial attitudes on banking

Accenture, The Digital Disruption in Banking | 2014

Are active users of online banking

Are active users of mobile banking

Would be likely to bank with non-financial services companies with which they do business

Feel the traditional and digital experience they receive from their bank is somewhat or not at all seamless

Would consider using a branchless digital bank

Respondents Who Answered in Affirmative20% 40% 60% 80% 100%

39%

67%

72%

72%

94%

Millennials Online Banking Top Activities

Survey: What was the purpose of your recent online/mobile banking activity?

TD Bank, The Millennial | 2014

Checking balances or activity

Paying bills

Transferring money

Seeking info

Resolving an issue or dispute

Making another type of transaction

Opening or closing an account

Seeking advice

Respondents Who Answered in Affirmative20% 40% 60% 80% 100%

9%

11%

11%

12%

14%

56%

57%

84%

Banks Are Being Threatened by Tech CompaniesIf these companies offered banking services, how likely would you be to bank with them?

Perc

ent A

gree

men

t

0%

10%

20%

30%

40%

50%

60%

26%29%29%

41%

50%

Square PayPal Apple Google Amazon

Accenture, The Digital Disruption in Banking | 2014

Mobile Advertising

Mobile Advertising is Exploding

Forecasted digital advertising revenue (U.S.)

BI Intelligence Estimates, Interactive Advertising Bureau

Billi

ons

10B

20B

30B

40B

50B

60B

70B

80B

90B

2013 2014 2015E 2016E 2017E 2018E

Mobile

Non-Mobile

Ad Revenue Growth is in Mobile

U.S. advertising revenue growth, CAGR 2013 - 2018

BI Intelligence Estimates based on data from BIA/Kelsey, IAB, IDC, and Magna Global

Mill

ions

of D

olla

rs

(10%)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Mobile Programmatic Native Social Desktop Video Desktop Search Desktop Display

-0.4%

2.3%

15.1%18.0%

34.7%35.7%

42.6%

Android Generates More Ad Traffic than iOS

Global mobile ad traffic share by platform

Opera Mediaworks

25%

50%

75%

100%

2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14

Android

Other

iOS

BlackBerrySymbian

Mobile is the First Screen

Average daily time spent per user (smartphone vs desktop)

Nielsen

Aver

age

Daily

Tim

e Sp

ent P

er U

ser (

Min

utes

)

5

10

15

20

25

30

35

40

Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013

Smartphone Desktop

Mobile is Driving All of Facebook’s Growth

Facebook Revenue by Segment (Global)

Facebook Company Filings

Reve

nue

in B

illio

ns (

USD)

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

Q1 10 Q3 10 Q1 11 Q3 11 Q1 12 Q3 12 Q1 13 Q3 13 Q1 14 Q3 14

Advertising (Non-Mobile)

Mobile Advertising

Payments and Fees

Ad Spend is Moving to Digital (And to Mobile)

U.S. advertising spend

IAB, U.S. Census Bureau, Strategy Analytics, BI Intelligence Estimates

Ad S

pend

in B

illio

ns (

USD)

30B

60B

90B

120B

150B

180B

210B

240B

270B

300B

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Mobile All Other Other Online Offline

Mobile App Economy is Booming

Estimated app revenue (Apple vs Google Play)

App Annie, Jana, BI Intelligence Estimates

Billi

ons

(USD

)

1

1

2

2

3

3

4

4

3Q13 4Q13 1Q14 2Q14 3Q14

Apple App StoreGoogle Play

Mobile Ad Spend Vs. Time Spent Gap is Huge

2013 U.S. ad spending versus consumer time spent by media

Mary Meeker, IAB, eMarketer

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Print TV Web Radio Mobile

4%

10%

22%

43%

19% 20%

12%

25%

38%

5%

Time Spent Ad Spend

Google Dominates Mobile Search

Global mobile search market share

Stat Counter

Ad R

even

ue (

Billi

ons)

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dec 08 May 09 Oct 09 Mar 10 Aug 10 Jan 11 Jun 11 Nov 11 Apr 12 Sep 12 Feb 13 Jul 13 Dec 13 May 14

Google Yahoo! bing

Mobile Will Be 15% of U.S. Ad Revenue by 2018

Forecast: Advertising revenue by format

BI Intelligence Estimates, Interactive Advertising Bureau

Billi

ons

(USD

)

50

100

150

200

250

2013 2014E 2015E 2016E 2017E 2018E

TV

Mobile

Desktop

RadioMagazineNewspaperOther Digital

Other Non-Digital

Consumer Behavior

Shoppers Are Going Mobile

Monthly U.S. visitors across retail websites

comScore | July 2014

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Amazon eBay Wal-Mart Target Ticketmaster Best Buy Home Depot Etsy Sears

47%43%41%41%54%57%

44%43%34%

7%10%9%9%

7%9%

14%23%

28%

46%47%50%50%39%34%

42%34%38%

Desktop Only Desktop and Mobile Mobile Only

Mobile is Now a Third of E-commerce Traffic

E-commerce website traffic by device

IDC, Strategy Analytics, BI Intelligence Estimates | December 2014

25%

50%

75%

100%

Q1 2011 2Q11 3Q11 4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14

Smartphone

Tablet

PC

Social and Music Are Mostly Mobile

Mobile usage: Pandora, Twitter, Facebook

Company Filings

25%

50%

75%

100%

2008 2009 2010 2011 2012 2013

Pandora FacebookTwitter

Attention is Shifting to Mobile

U.S. Consumer Media Consumption Share

eMarketer | April 2014

Mar

ketsh

are

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

TV Online Radio Print Other Mobile

2009 2010 2011 2012 2013 2014

Mobile is Reaching the New Generation

Top 5 media mentions among all adults

Ofcom

Total

Aged 16-24

Aged 25-34

Aged 35-44

Aged 45-54

Aged 55-64

Aged 65-74

Aged 75+

Mentions10 20 30 40 50 60 70 80 90 100

Watch TV Read Newspapers/Magazines Listen To The Radio Go Online On A Computer/Laptop/Netbook/Tablet Use A Smartphone

Mobile Has Overtaken TV for Attention

Time spent on mobile devices and TV

Flurry

Min

utes

Per

Day

20

40

60

80

100

120

140

160

180

200

Q1 2012 Q1 2013 Q1 2014 Q3 2014

168168168168177

162158

109

Mobile TV

We Spend an Hour Per Day on Our Smartphones

Breakdown of the average smartphone owner’s daily time-spend

Experian Marketing Services | May 2013

OtherVisit WebsitesGamesSocial NetworkingTalkTextEmail

8%

26%

14%

9%

8%

15%

20%

Most Digital Time Spent is in Mobile

Time spent by digital platform per month (U.S.)

comScore | April 2014

Billi

ons o

f Min

utes

300

600

900

1,200

1,500

Dec-10 Dec-13

124M

11M442M

131M

429M401M

Tablet

Desktop

Smartphones

Tablet

Desktop

Smartphones11M

Millennials Share Info About Brands By Texting

Which of the following do you use to routinely communicate about brands and products?

Goldman Sachs | 2014

Perc

ent A

gree

men

t

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Text Messaging Social Media Instant Messaging Blogging

2%

8%11%

15%

7%

19%

25%

32%

16%

38%38%

44%

Millennials Gen X Boomers

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