• Insights & Research

52 In-App Advertising Statistics You Should Know

Matt Kaplan
Content Strategist
5 min read
Posted on May 21, 2019

To do digital marketing right today, you need smart insights on mobile marketing specifically. To help, here are 52 in-app advertising statistics you definitely need to know.

Statistics on Mobile Devices

  1. Total time spent on mobile devices per day: 215 minutes, or three hours and 35 minutes. It’s expected to reach three hours and 49 minutes by 2020.
  2. Time spent on mobile websites? 13 minutes a day, according to eMarketer. By 2020, that will likely drop to 12 minutes daily.
  3. 12 percent of all time spent on a mobile device is in browsers, according to comScore.
  4. Roughly half of all smartphone owners don’t conduct mobile searches.
  5. There are more than 8.9 billion mobile connections/endpoints in the world, according to GSMA.
  6. Total number of mobile users in the world: More than 39 percent of the world’s population will use a mobile device to go online at some point in 2018.
  7. Over three-fourths of all mobile devices globally are running the Android operating system, while around one in five run Apple’s iOS.
  8. Mobile sites have been more popular than their desktop/laptop counterparts since 2017. Over 52 of all web page traffic globally comes from mobile.
  9. Percentage of total digital consumer spending coming from mobile: Close to 40 percent of all e-commerce sales originate from mobile devices.
  10. More than four out of every five smartphone owner uses their mobile device while shopping in a brick-and-mortar store.
  11. When will mobile become more popular than TVs? By 2019, according to eMarketer. In that year, consumers in the U.S. are expected to spend three hours and 43 minutes with their mobile devices and three hours and 42 minutes with their TVs, on average.
  12. By the end of 2018, the vast majority of phones sold will have screens between five and six inches.

Statistics on Mobile Apps

  1. Time spent in mobile apps: two hours and three minutes for the average American, although that is expected to climb by an additional 19 minutes by 2019.
  2. By the end of 2018, consumers will have spent more than $106 billion globally with the main app stores, App Annie has reported, with that figure expected to grow to $156.5 billion by 2022.
  3. Average number of apps used in daily worldwide: 5.85, according to the IAB
  4. Average number of apps used in daily in the U.S.: 5.27
  5. Average number of apps used in a month globally: Around 30, according to App Annie.
  6. Average number of apps used in a month in the U.S.: over 20, according to eMarketer.
  7. Most popular types of apps: Close to 30 percent of all time spent in apps is with digital audio apps, while around 20 percent is with social media apps, 19 percent is with video apps, close to 14 percent is with gaming apps and 7 percent is with messaging apps, according to eMarketer.
  8. Most commonly used apps by category: 72 percent of smartphone users in the U.S. open a weather app at least once a month, according to eMarketer. Further, close to 66 percent use a mapping/navigation app monthly, 41 percent use a news app, 20 percent use a sports app and over 11 percent use a dating app at this rate.
  9. Households with connected TV utilized smart TV apps more than two hours a day and over 20 days a month typically, according to Nielsen.
  10. Most common reasons people use apps: Over two-thirds say apps are easier to use, more than 56 percent say apps are more convenient than websites and 48.5 percent say apps load faster than mobile web.

Statistics on Mobile In-App Advertising

  1. Total mobile ad spending in 2018: This year, advertising revenue is expected to be more than $70 billion in the U.S and almost $184 billion worldwide.
  2. How is mobile advertising changing over time? In the U.S., mobile ad spending grew around 20 percent between 2017 and 2018.
  3. Expected mobile ad spending in the future: Over $160 million worldwide in 2019, and more than $186 million in 2020.
  4. Share of digital ad spending taken up mobile: Over 67 percent of all digital advertising spending will soon go towards mobile, eMarketer predicts.
  5. Share of ad spending taken up mobile: More than 29 percent of all ad spending period will go towards mobile in the near future.
  6. Share of in-app ads that are viewable: Around 60 percent of all mobile in-app ads were deemed to be valid and viewable by digital media measurement company Moat between April and June of 2018.
  1. End users recall mobile in-app ads 47 percent of the time. They recall mobile web ads 46 percent of the time, and PC ads 36 percent of the time.
  2. In one Ipsos survey, half of respondents said they thought mobile ads were visually appealing, while 44 percent said the same think about desktop and laptop browser ads.
  3. Percentage of marketers prioritizing mobile app spending: A study conducted by Forrester in late 2017 found that 70 percent of advertisers and agencies spending at least $1 million every month on digital advertising were increasing their in-app ad budgets in the following 12 months.
  4. When will mobile app ad spending overtake TV ad spending? By the end of 2018. In 2022, less than 25 percent of all ad spending will be devoted to TV, while close to 48 percent will go towards mobile.
  5. 28 percent of people will uninstall an app 30 days after they originally downloaded it.
  6. Entertainment, travel and productivity apps are commonly uninstalled after a month, while social media, gaming and finance apps tend to stay on phones for longer.

Statistics on Mobile Video Advertising

  1. Globally, brand spend on mobile video ads increased 109 percent between 2016 and 2017, and 24 percent in the first quarter of 2018 compared to the first three months of 2017.
  2. In the first three months of 2018, advertisers globally devoted 20 percent of their total in-app ad budgets to video.
  3. Between 2016 and 2017, in-app video ads click-through rates (CTR) grew 300 percent.
  4. Overall, in-app video advertising provides CTRs that are 34 percent better than native ads and 56 percent better than banners.
  5. Throughout the world, video ad inventory has grown 31 percent both between 2016 and 2017 and between Q1 2017 and Q1 2018.
  6. Around half of all in-app ad inventory was video at the beginning of 2018 - 52 percent globally and 48 percent in the U.S. in Q1 2018.
  7. During the first half of 2017, three out of every four dollars spent on video ads worldwide went towards fullscreen formats.
  8. Globally, 58 percent of all in-app video inventory was fullscreen in the first half of 2018.

Statistics on Programmatic Media Buying

  1. In looking at the first half of 2018 compared to the first six months of 2017, the total amount of money spent on mobile in-app advertising programmatically rose 308 percent worldwide.
  2. The share of all mobile advertising spend globally conducted programmatically went from 19 percent in H1 2017 to 56 percent in H1 2018.
  3. Between January and June of 2018, approximately one-third of all in-app ad money spent programmatically went towards video.
  4. The share of all in-app video ad spending conducted programmatically went from 53 percent in the first half of 2017 to 85 percent during the first half of 2018.
  5. In looking at the first three months of 2018 compared to the same period in 2017, total global programmatic video ad spending increased 238 percent.
  6. The share of all mobile advertising spend in North America conducted programmatically went from 55 percent during the first six months of 2017 to 72 percent in the first six months of 2018.
  7. Between H1 2017 and H1 2018, total programmatic spending in North America rose 438 percent.
  8. In the U.S. alone, the share of all mobile advertising spend conducted programmatically went from 52 percent during the first half of 2017 to 70 percent between January and June 2018.
  9. Total programmatic spending in the U.S. grew 444 percent in the first half of 2018.
  10. During the first six months of 2018, 42 percent of all money spent on mobile in-app advertising by consumer packaged goods (CPG) companies was conducted programmatically.

Looking for even more stats on in-app advertising? Head to https://www.inmobi.com/insights/whitepapers for all of our latest guides and research reports!

About the Author

Matthew Kaplan has over a decade of digital marketing experience, working to support the content goals of the world’s biggest B2B and B2C brands. He is a passionate app user and evangelist, working to support diverse marketing campaigns across devices.

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