- A study by eMarketer found 65% of B2B marketers use mobile websites and apps.
- Mobile use is expected to keep growing with a forecast that by 2017, B2B marketers will spend more than an hour more each day on mobile than on a desktop or laptop.
- In its Q3 results LinkedIn reported 55% of its traffic came from mobile devices and in May Google said over half of its U.S. searches were on mobile devices.
EMarketer released its “Six B2B Mobile Marketing Trends for 2016” report and results show mobile use for B2B marketers is on an upward trend. One result of increased mobile use in the workplace is a blurring of the line between work and personal time.
"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," the eMarketer release on the report stated.
Mobile is also making an impact in the B2B sales cycle. A Google report from May, “The Changing Face of B2B Marketing,” found that 42% of B2B buyers used a mobile device during a B2B purchase in 2014.
"B2B researchers are not just using mobile when they are out and about, but rather wherever they are," the Google report said. "In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. They're comparing prices, reading about products, comparing feature sets, and contacting retailers. They're purchasing, too; purchase rates on mobile are up 22% in the past two years."