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Mobile runs the digital world these days. According to Mary Meeker, US adults spent over half their digital media time on mobile devices, doing everything from buying groceries, working, connecting with family and friends on social media, watching video entertainment or even looking for Ms./Mr. Right. Mobile purchases are increasing, too, with a 21% YOY increase in mobile purchases during the 2019 holiday period. 

What should marketers be looking for in 2020 mobile trends?

• Getting web users to convert to app use. Consumers spend a lot of time on mobile apps (20 times more time than on web content) and apps engage and convert three times more than mobile sites. But when the data is looked at more closely, most of the time spent on apps is spent on just a few popular apps. Thus, marketers have to decide their strategy regarding apps: continue spending money on ads urging users to install their app(s) or use other methods to obtain app users – emails, deep-linked social content, referrals or targeted, personalized web-to-app banners. Personalized banners can yield 5 times more conversions than static banners.
• Continued fragmentation. While the web has a standard use protocol, HTTP, this is not true for mobile devices and platforms – think iOS and Android. There are platforms actively working to create their own closed systems with super apps, and each super app is creating its own app store. To reach the greatest number of consumers, marketers will need more than their own website and app – they will also need to be present on the various other platforms.
• Moving beyond the smartphone. The Internet of Things will continue to develop, with mobile enablement being available in cars, appliances, TVs and even homes.  There will be app stores available for each of these mobile platforms. Augmented reality (AR) is another avenue that is becoming available to marketers.