B2B marketers see major growth in mobile over next 2 years: Study

Dive Brief:

  • A new study from AdMedia Partners found B2B marketing executives worldwide expect their mobile business to grow over the next two years.
  • Currently 63% of marketers report 20% or less of their business is mobile, but that number is slated to drop to 24% in 24-months time.
  • On the high end, only 3% of markers say mobile is 60% or more of their business and that is expected to grow to 15%.

Dive Insight:

The primary reason for the expected growth in B2B mobile business is the fact that B2B marketers’ audience is spending increasingly more time on mobile devices.

In a separate study from October, eMarketer found that mobile use is growing year-over-year in pure time spent as well as a share of total time spent with media across a variety of channels including digital video, digital radio and social networks.

And another eMarketer report, “Six B2B Mobile Marketing Trends for 2016,” also found mobile use for B2B marketers on the rise.

"It’s important to note that these are averages across the entire US population, not just those in the workplace who spend the majority of their day in front of a computer. But it’s also likely true that even for people who use their PC frequently, time spent using smartphones and tablets continues to increase," per an eMarketer article on the report.

The AdMedia Partners research was from Q4 2015 and was originally reported in its “22nd Annual Market Survey 2016.”

Filed Under: