Looking Ahead: Mobile in 2020 and Beyond

In 2020, mobile will continue to grow at a rapid rate. It would not be surprised to see the average time spent on smartphones per day eclipse the four hour mark. Mobile ads will continue to follow the money, as AppAnnie predicts brands to spend $240B on mobile marketing in 2020.

At the start of 2019, it was clear that companies could no longer afford to ignore the impact of mobile. This year, AppAnnie data is even more powerful, suggesting that mobile must be a core focus of businesses — no matter their vertical — in order to survive in 2020 and beyond. That’s because this sustained growth of mobile marches on, across markets and around the globe.

Mobile Engagement Deepened in 2019 

AppAnnie’s Team saw across the markets analyzed in their State of Mobile 2020 report that consumers spent 35% more time on mobile in 2019 than they did in 2017. The established markets of China (+60%), France (+25%), Japan (+15%), and the United States (+10%) all steadily increased the amount of hours spent per device on mobile. Emerging markets saw similar growth across Indonesia (+20%), India (+25%), and Brazil (+15%). 

Overall, this added up to mobile users spending an average of 3 hours and 40 minutes per day on their smartphones. That’s 35% higher than in 2017. Put another way, if a consumer sleeps for 8 hours a night, nearly 25% of their time awake is spent on mobile.

Mobile Drove the Top Line in 2019 

That increased time spent on mobile also correlated with higher consumer spend on smartphones. Consumer spend in app stores hit $120 billion in 2019, a 2.1x increase over 2016. That’s also contributed to rise in mobile advertising — a $190 billion market in 2019 — as marketers try to tap into the unparalleled reach and engagement of mobile.

All of these factors have made mobile an immensely powerful channel for businesses. And it’s clearly impacting the bottom lines of mobile first companies. The 3 largest IPOs in 2019 were companies with mobile as a core focus of their business — Alibaba Group, Prosus & Naspers, and Uber. In fact, mobile focused companies had a 6.5x higher valuation than companies without a mobile focus.

Mobile To Drive Digital Transformation in 2020

In 2020, mobile will continue to grow at a rapid rate. It would not be surprised to see the average time spent on smartphones per day eclipse the four hour mark. Mobile ads will continue to follow the money, as AppAnnie predicts brands to spend $240B on mobile marketing in 2020. And with Postmates, Airbnb, Robinhood and DoorDash as potential candidates for IPOs in the year ahead, it could be another banner year for mobile-first companies on the public markets.

As you chart out the year ahead, make a resolution to re-think your mobile experiences — as mobile is only going to continue this sustained growth in 2020 and beyond.

Macro Mobile Trend

Note: iOS, Google Play, Third-Party Android in China combined.

Mobile Gaming

Note: Source is MoPub; Brand DSPs as determined by MoPub (aka omni-channel DSPs) run the majority of their campaigns with a focus on meeting branding or brand performance KPIs.
Note: iPhone only for China. Top games made up of top 20 Games that were first released within 2019 by Combined iOs and Google Play Consumer Spend.



Note: Android phones: Average of Top 5 Apps by MAU
Note: Wordwide time spent figure excludes China
Year-over-Year Growth in Total Sessions on Android Phones Among Shopping Apps


Note: Android phones. *China’s growth rate is from 2018-2019
Note: Disney+ launched in Nov 2019, data is for Nov – Dec 2019
Note: Combined iPhones and Android phones


Other Industries Embracing Mobile Transformation

Worldwide rankings

Source: AppAnnie

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s