Mobile Marketing Market Report Scope & Overview:

Mobile Marketing Market size was valued at USD 24.04 billion in 2024 and is expected to reach USD 113.90 billion by 2032, growing at a CAGR of 21.55% from 2025-2032. 

The expansion of the mobile marketing market is fueled by the increasing smartphone penetration, growth in mobile internet usage, and the popularity of social media sites. Companies are using location-based services, customized content, and mobile applications to increase customer engagement, while technological advancements in AI and data analytics further enhance targeted marketing effectiveness and ROI.

According to Vibes, 75% of the consumers claimed that brand SMS texts consistently induce them to shop. Moreover, 54% of them made a purchase driven by mobile wallet offers. 86% of consumers stated more possibility of shopping with or claiming mobile offers promoted by SMS in contrast to mobile applications or email.

In 2023, Braze enabled more than 7.5 trillion API calls at an average rate of 14.3 million per minute. Across the Black Friday/Cyber Monday holiday, brands delivered over 37 billion messages through Braze, including 11.3 billion on Black Friday alone.

U.S. Mobile Marketing Market size was valued at USD 6.41 billion in 2024 and is expected to reach USD 29.98 billion by 2032, growing at a CAGR of 21.27% from 2025-2032. 

The U.S. mobile marketing market is growing due to high smartphone adoption, strong digital infrastructure, and increased consumer reliance on mobile apps and social media. Businesses are investing heavily in mobile advertising and personalized campaigns, leveraging advanced analytics and AI to enhance targeting and user engagement.

As of June 2024, 98% of U.S. adults have a cellphone, and 91% have a smartphone, a dramatic upsurge from 35% in 2011. As of January 2024, 83% of U.S. adults have used YouTube, 68% have used Facebook, and 47% have used Instagram. Moreover, 33% of adults have used TikTok, showing its increased usage.

In February 2023, American marketers spent 19% of their marketing budgets on mobile marketing, a high level of investment in mobile media. Mobile advertising represented 64% of all digital spending on ads in the U.S., highlighting its prominence in the digital ad industry.

Mobile Marketing Market Dynamics

Drivers

• Rapid smartphone penetration and increasing mobile internet usage are fueling the demand for personalized and location-based marketing campaigns.

The increasing global penetration of smartphones and the rapid proliferation of mobile internet are changing the way brands interact with customers. Mobile platforms are leveraged by companies to drive location-based and behavioral-targeted advertising, push notifications, and user-specific content to further enhance engagement and conversions. Mobile-first audiences are broadening the marketing base, especially in developing markets. With mobile becoming the prime time screen for digital consumption, brands are adopting mobile-first ebbs and flows. Such advancements are turning mobile marketing into a major driver of digital growth and real-time customer engagement.

According to research, in 2024, online shopping reached a record USD 241.4 billion, with smartphones accounting for 54.5% of online purchases. On Christmas Day, mobile shopping peaked at 65% of online sales. Furthermore, in 2023, Americans consumed over 100 trillion megabytes of wireless data, a 36% increase from 2022, driven by the rise of 5G devices and escalating demand for mobile content.

The National Telecommunications and Information Administration (NTIA) noted that 13 million more adults in the U.S. used the internet in 2023 than in 2021, showing notable advances in closing the digital divide

Restraints

• Ad fraud and lack of transparency in mobile ad networks are undermining trust and diminishing advertiser confidence in campaign effectiveness.

Mobile ad fraud in the form of fake impressions, click farms, bot traffic is skewing performance metrics and eroding advertiser trust! Widespread lack of transparency between ad networks prevents marketers from tracking organic engagement and ROIs accurately, resulting in a misallocation of budget and uncertainty about strategy. The industry has come under more scrutiny from marketers who are asking for better accountability and verification. Mobile marketing faces an uphill battle for credibility and has caused advertiser retention to suffer; without strong, uniform solutions to fraud detection and reporting, mobile marketing may lose its status as a strong digital advertising channel.

Recent findings show that approximately 14–15.6% of all ad views are fraudulent, wasting a significant share of ad budgets on fake impressions. Moreover, an estimated 38% of web traffic is automated, with 24% classified as 'bad bots' used for fraudulent activity.

Malicious digital advertising, or 'malvertising,' is also on the rise, with Malwarebytes reporting a 42% month-over-month increase in such incidents in the U.S. during fall 2023.

Opportunities

• Advancements in AI and data analytics are enabling highly targeted, real-time marketing strategies that enhance consumer engagement and ROI.

The early adoption of AI and data analytics in mobile marketing platforms is allowing hyper-personalization in a scalable manner. Based on user tendencies, behavioral history as well as geographic location info, marketers are now able to offer live, context-driven content that evolves for each individual consumer. The ability to monitor insights in real-time helps you adapt your campaigns more to the ongoing situation, allowing you to receive higher ROI and engagement from users. Such technologies not only help with marketing automation, but they also help to reduce operational costs and improve the efficiency of your business. With these capabilities, the accuracy and ability of mobile marketing powered through AI-based tools is leading mobile marketing.

InMobi is using artificial intelligence to transform smartphone lock screens into personalized content hubs, successfully engaging over 200 million users across India and Southeast Asia with tailored experiences.

Additionally, Google AI enables advertisers to achieve over 18% more conversions while maintaining a similar cost per action, demonstrating its effectiveness in enhancing marketing efficiency and campaign performance.

Challenges

• Device fragmentation and platform diversity are complicating content delivery and standardization across mobile marketing channels.

Delivering content on all the various devices, operating systems, screen sizes, and browsers further complicates things for marketers trying to deliver a consistent user experience. Designing, developing, testing and deploying for both the high end smartphone crowd as well as the low spec feature phone shows the need for more resources. Popularity of platforms such as Android and iOS also call for unique strategies and technical integration, which means hurdles, delay in the roll out of campaigns and increased expenditure. Marketers struggle to maintain clarity of messaging and are unable to gain accurate performance analytics without things like standardized tools for cross-platform compatibility.

According to research, more than 100,000 various Android devices are currently in use, with different hardware specifications. Such immense variety is difficult to cope with for manufacturers, as they need to test and roll out updates for every device. Android 14 is used on 13% of the devices, Android 13 on 20.9%, and Android 11 on 19%. Android 9 and 10, which are the older versions, still have considerable shares, making app compatibility and performance a problem.

Mobile Marketing Market Segment Analysis

By Component

Platform segment dominated the Mobile Marketing Market share of about 69% in 2024 due to the essential functions they serve the user to execute campaign management, audience targeting, and analytics. More and more companies are using an advanced mobile marketing platform to manage multichannel strategies in one place for the sake of maintaining consistent user activity. These platforms provide scalability, automation, and integration capabilities, which are essential for large-scale campaigns, resulting in large-scale investments and revenues in this segment.

Services segment is expected to grow at the fastest CAGR of about 23.85% from 2025–2032 because of high demand for strategy consulting, managed services, and campaign execution support. In the era of complex mobile marketing, especially enterprises who do not have internal expertise, are outsourcing to specialists to help them optimize campaign processes, develop creative content, and deliver technical offerings. The increase in reliance on third-party services is further spurring revenue growth within the services segment.

By Enterprise Size

Large Enterprises segment dominated the Mobile Marketing Market with the highest revenue share of about 64% in 2024, due to their large budgets, greater footprint and diverse marketing needs. Such organizations are investing a lot of resources for a mobile first approach to compete well with brands and customers. Large enterprises have the advantage of access to advanced tools, analytics and omnichannel platforms, making it easy for them to run global, data-driven mobile campaigns and seize most of the market share.

Small & Medium Enterprises segment is expected to grow at the fastest CAGR of about 22.47% from 2025–2032 due to growing affordability and accessibility of mobile marketing solutions. However, cloud-based tools, self-service platforms, and AI-driven automation are allowing SMEs to engage audiences relevantly without requiring a heavy investment. The need for mobile liquidity for establishing business growth is rising and hence SMEs are incorporating mobile marketing to grow within the digital ecosystems making developed regions a prominent area for fuel growth of the mobile marketing segment.

By End-use

Retail segment dominated the Mobile Marketing Market with the highest revenue share of about 24% in 2024 driven by the need for real-time customer engagement and personalized promotions. Mobile marketing enables retailers to push location-based offers, manage loyalty programs, and integrate e-commerce experiences directly with consumers. With high smartphone usage among shoppers, mobile has become central to omnichannel retail strategies, helping drive foot traffic and conversions, thus securing the segment’s leadership.

Media & Entertainment segment is expected to grow at the fastest CAGR of about 23.54% from 2025–2032 due to the increasing demand for mobile content consumption and streaming engagement. With more audiences consuming entertainment on their phones, mobile marketing is being utilized by companies within this sector to drive new releases, foster subscriptions and improve in-app experiences. The content-centric industry is mainly driven by the key tools of personalization, interactivity, and real-time alerts.

By Channel

Mobile Web segment dominated the Mobile Marketing Market with the highest revenue share of about 27% in 2024 due to its broad accessibility and device compatibility. Mobile web experiences, unlike apps, are no-download experiences that users can always access immediately through a search or a social link or an ad. Due to SEO benefits, ease of updates, and low cost, brands favor mobile-optimized sites in the market.

QR Codes segment is expected to grow at the fastest CAGR of about 25.67% from 2025–2032 owing to their simplicity, low cost, and increasing consumer familiarity. Appearing on packaging, in stores, on payments, and in advertisements, QR codes effortlessly connect offline and online. As contactless interactions grew post-pandemic and QR scanning became part of native camera apps, adoption has soared, making QR codes a real-time mobile engagement and data capture tool.

Regional Analysis

In 2024, North America dominated the Mobile Marketing Market with the highest revenue share of about 38%. This dominance is attributed to the region's advanced digital infrastructure, high smartphone penetration, and robust adoption of mobile advertising by businesses. Additionally, the presence of major technology firms and strong consumer engagement with mobile apps and social media platforms further fuels the market, making North America a leader in mobile marketing innovation and expenditure.

The U.S. dominates the Mobile Marketing Market due to its advanced digital infrastructure, high smartphone penetration, and strong adoption of mobile advertising by businesses.

Asia Pacific is expected to grow at the fastest CAGR of about 23.56% from 2025 to 2032 due to rapid digitalization, increasing smartphone adoption, and expanding internet access across emerging economies. The rising number of mobile-first consumers and a young, tech-savvy population are driving demand for personalized, location-based marketing strategies. Moreover, increasing investments in mobile technologies by regional enterprises are further accelerating market expansion across Asia Pacific.

China is dominating the Mobile Marketing due to its vast smartphone penetration, strong e-commerce growth, mobile-first consumers, and high investment in digital advertising technologies.

Europe has a strong presence in Mobile Marketing growth due to its robust digital infrastructure, widespread smartphone usage, and high adoption of mobile advertising across diverse industries. Additionally, strong consumer engagement with mobile apps and social media platforms contributes to the region’s market leadership.

According to research, mobile ads account for 48% of digital advertising spending in Europe, with the UK leading at over 56%, highlighting the region's significant mobile marketing presence.

The UK is dominating the Mobile Marketing trend in Europe due to its advanced digital infrastructure, high mobile device usage, and strong advertising spending.

In the Middle East & Africa, the Market is driven by increasing smartphone penetration, digital transformation, and growing e-commerce adoption. In Latin America, the market growth is fueled by expanding mobile internet access and rising mobile advertising investments in the region.

Key Players

Mobile Marketing Market companies include Chartboost, Inc., Flurry, Google Inc., IBM Corporation, InMobi, Marketo, AppSamurai, Oracle, Salesforce, Inc., SAS Institute Inc., Airship, Swrve Inc., Vibes, Braze, Inc., Adobe, Acoustic, L.P.

Recent Developments:

• September 2024, Airship expanded its Experience Platform to the web, enabling brands to create unified, no-code customer experiences across apps and websites. This enhancement allows marketers to design, test, and optimize cross-channel journeys without developer support.

• September 2024, Adobe introduced innovations in Adobe Experience Cloud, including AI-driven content personalization and measurement tools. Features like Adobe Content Analytics and AI Assistant in Journey Optimizer empower brands to optimize marketing performance across channels

• September 2024, Braze announced support for RCS Business Messaging and enhancements to WhatsApp integrations. These updates aim to enrich mobile customer interactions with richer media, analytics, and interactive messaging features.