State of the Spain mobile market

Mobile and Connected Devices anual study

The iab Spain Anual Study about Mobile and Connected Devices tries to present this market in Spain and explain the possibilities that this sector offers for the advertisement inversion in this devices that, regarding this briefing, we use almost 3 hours a day.

We will see here some points that stand out from this study on mobile and market trends, and if we can draw any conclusions to put them into practice when considering the development of a mobile application.

Use of the mobile apps

One of the most curious facts in the iab Spain study is that we believe that we use less mobile apps than we actually use. The surveyed declare to use 11 applications on smartphone and 9 on tablet, while behavioral data tells us that we use 33 apps on smartphone and 13 on tablet. As we can see the difference is shocking especially in the case of the mobile in which the real data triples the perception of the user.

Maybe one of the reasons is the difference use of some applications over the others, in some cases the Intensive use is evident and we dedicate it to a few applications most of the time. In 2019 there is a greater use of the apps that occupy the Top 10 Chart of the most used, although it is a space reserved for a few lucky ones because only Facebook Messenger and Amazon have sneaked into this list of the most desired apps. These data make us realize the difficulty of standing out in the mobile market.

The role of the mobile in the purchase process

There is an increase in online shoppers who use the smartphone for this purpose. 79 % of users claim they have bought something from their mobile device.

The data also goes up in the case of women and children under 35. The preference in online purchases from the smartphone is mainly focused on clothing, but food delivery services also grow, followed closely by the purchases related to leisure and culture.

30 % of smartphone users have made contactless payments. Although this percentage has not changed significantly since 2017, it does increase the frequency of use and the knowledge of the system.

The use of mobile devices is decisive in the early stages of the purchase process. 80 % of users search for information and compare prices on their smartphone.

Advertising in the mobile devices

A non negible 74 % of smartphone users declare having clicked on an ad of their interest while browsing. Although the variety of topics in terms of advertising is very high, it is worth highlighting the user’s interest in clicking on products from the technology sector, followed by trips and tourism and cinema and serie.

The satisfaction of advertising expectations is very high. Only 5 % of users report being dissatisfied after clicking on an ad.

Mobile trends

Mobile marketing professionals are certain that “mobile” has to be present in the campaigns they carry out. Thus, 82.4% of the surveyed digital professionals claim to use advertising or mobile communication in their campaigns.

The most used actions in campaigns are in this order: responsive web, mobile display, social media and apps. In 2019, experts bet that the most important trends will be mobile video, geolocation and social mobile media.