In Advertising, Blog Articles

Each edition of Phunware’s Mobile Stat Snack delivers a compelling, current data point from the mobile industry—and insight into what it might mean for you.

70% — This our global smartphone use—the percentage of the population that will be using smartphones by 2020, as highlighted in the latest Ericsson Mobility Report. As devices become more advanced, mobile consumption and advertising will continue to grow.

As a brand or agency, it is more important than ever to understand how mobile fits into the lives of your consumers and can affect the experiences you bring to them.

As consumers, our mobile devices are our most personal devices. There are even studies showing that we can have separation anxiety when we don’t have our smartphone with us (it even has a name, nomophobia!). And when you think about it, it’s not that surprising.

Mobile devices are so integrated into our daily lives that nearly half of US adults say they can’t imagine what they’d do without their smartphones. How would they find the fastest route to work without Waze, have lunch delivered without UberEATS, or kick back and watch favorite TV shows without the Netflix app?

If you are a marketer, your first challenge is to understand how your target audience is using mobile devices. When and where are they using mobile devices? Are they using smartphone and tablets differently? What type of content are they consuming and when? Then start working on how you can deliver tailored experiences that fit that consumer journey.

For example, a retailer might serve localized mobile coupon ads to smartphones that appear around their physical locations, and more video-focused ads on tablets that are connected to home Wi-Fi (yes—it is possible to do this kind of targeting!). If you know that User A over-indexes for casual gaming (i.e. spends more time playing casual games than the average user), why not engage him/her with a mini-game in your ad? Even simple changes like these can customize the experience for users and increase the chances that they will engage with your brand.

Interested in learning more about how you can run effective advertising campaigns on mobile? Our advertising team can answer any questions you have! Contact us at

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