Digital surge: How global mobile and social media growth can help you thrive as a marketer

Statistics revealed in DataReportal’s annual Digital 2024 Global Overview Report offer very good news for marketing teams worldwide. The amount of people who now use a mobile device and who are active on social media globally has reached unprecedented heights. Clever marketers would do well to take advantage of these increased opportunities for audience reach and engagement. The potential to make a huge impact is now!

Here is my take on what we know and which companies are doing a great job in the current climate.

DataReportal shares that there are now more than 5 billion active social media user identities, with the global total reaching 5.04 billion at the beginning of this year. This latest user figure is equivalent to 62.3 percent of the world’s population!

In the past year, the global total has increased by 266 million, resulting in an annual growth of 5.6 percent. This impressive figure translates to the fact that the world averaged 8.4 new social media users per second in the last year. 

Let that sink in a while.

In addition,  the number of unique mobile phone users at the start of this year was 5.61 billion. GSMA Intelligence reveals that this means that 69.4 percent of the world’s total population now uses a mobile device, with the global total up by 138 million (+2.5 percent) since early 2023. This represents a significant portion of the world’s population.

So what does this mean for marketers? 

More people reached

When marketers use social platforms, they can now reach a huge and varied crowd, which wasn't possible before. On a global level, company awareness, content marketing, and customer engagement have a huge amount of potential right now. Because of this fast growth of phone ownership, marketers have a bigger and bigger pool of possible customers to talk to.

Choice of platform

Marketers can choose the social platforms that work best for their clients and goals because they can reach so many people. Campaigns can be crafted to fit the demographics and interests of each platform's users, from Facebook and Instagram to TikTok and LinkedIn. This makes it more likely that their ads will be seen and clicked on.

The personal touch

There are also more chances for personalised marketing because there are so many busy users. Social media sites collect a lot of information about their users. This information helps marketers make targeted ads and personalised content, which is important for increasing interest and conversion rates. This method based on data is very important, especially in places like the UK where customers expect personalised experiences.

Justification for Digital Ad Spend

Because social platforms have large, active user bases, marketers can justify spending more on digital ads on those sites. The number of people using social media is growing all the time, and these sites give advertisers a lot of useful information that helps them make more money. Social media is a very important part of digital marketing.

Mobile first

The numbers on mobile use make it clear to UK marketers that they need to focus on mobile-first plans if they want to reach customers in the UK and around the world. Nearly 70% of the world's population can be reached through mobile devices, which shows how big the possible audience is. With 138 million new users (+2.5%) in just one year, the opportunity to reach more people is growing everyday. Businesses must change what they offer to meet customers on their phones as a result of the move to mobile. This can be done through mobile apps, optimised websites, or social media campaigns that are built in.

Advertising opportunities

Mobile phones can be used for personalised and focused marketing. UK marketers can use this information to create mobile-friendly content, like ads that work better on phones, ads inside apps, and user experiences that are tailored to phones. More people using mobile phones also means more opportunities for SMS marketing, location-based services, and mobile shopping.

Many brands in 2024 used the fact that more and more people were using phones and social media and spending more and more time online to their advantage. Here are some examples that stand out:

Nike

Nike has always been ahead of the curve when it comes to using mobile user behaviour to its advantage. This is especially true with its apps, like Nike Run Club and Nike Training Club, which combine social sharing, fitness tracking, and personalised challenges. These apps have made an environment that is run by the community. Users are rewarded with badges and special deals, which makes them more loyal to the brand.

Nike also uses positioning and personalisation to get people into stores and get them to buy things in the app. As more and more people use the internet on their phones, Nike's approach makes sense, since a lot of people use the internet on their phones.

Starbucks

With its loyalty app, which lets users buy and pay on their phones, Starbucks has successfully added mobile penetration to its strategy. The app offers personalised awards, game-like features, and special deals during certain times of the year.

Starbucks uses Instagram and TikTok to connect their 75%+ mobile-first customer base on social media with user-generated content campaigns, contests, and deals that are only available on those platforms.

This campaign, which is powered by mobile commerce, takes advantage of the rising number of people who shop online. It does this by combining brand loyalty with shopping, which has helped increase both sales and brand loyalty.

Prime Day on Amazon

Amazon Prime Day 2024 showed how brands can use social media and mobile usage to boost sales. Amazon reminded people about deals during Prime Day through targeted ads on social media and personalised push messages in its app.

The marketing took advantage of the fact that 75% of internet users shop online and that there are 5.61 billion mobile users in the world. Amazon kept users interested during the event by sending them flash deals and limited-time offers through their app. Through social proof, the business also worked with Instagram and TikTok influencers to get people to buy their products.

ASOS

ASOS has taken advantage of the fact that 75% of internet users shop online by making its social commerce approach better. In 2024, ASOS held a number of shopping events on Instagram and TikTok. Users could buy things right from the apps, and fashion influencers showed off their best ASOS looks in live streams.

ASOS connected with mobile-savvy shoppers by combining shoppable content with interactive interaction. They did this by taking advantage of the rise in both social media use and mobile commerce. Through smooth digital experiences, this multi-platform method has increased brand loyalty and boosted sales.

Coca-Cola

In 2024, Coca-Cola's "Real Magic" promotion used both mobile and social media trends. It focused on how people were spending more time on Instagram and TikTok in particular. Augmented reality (AR) experiences, interactive content, and partnerships with influencers were all used in the promotion to keep users interested in real time.

Coca-Cola added rewards that could only be redeemed on mobile devices and social networks to get people to connect with their brand through augmented reality and games. Focusing on making experiences mobile-friendly made perfect sense, given how many people use phones and how long people spend on social sites.

Adidas

Adidas made the most of the popularity of both mobile and social media by making digital ads that were very specific to each person. In 2024, they focused on showing ads on mobile devices first on apps like TikTok and Instagram, along with personalised suggestions based on how users behaved.

They also used natural, organic social influencers to get the word out about their goods. Adidas was able to reach shoppers who use their phones first by offering personalised digital experiences and forming strategic relationships with influencers. This increased brand loyalty and online sales. 

Key takeaways for 2024:

• Mobile penetration and social media usage growth have pushed brands to adopt mobile-first strategies that integrate personalisation and seamless purchasing options.
• Brands that leverage social proof (e.g., through influencers) and mobile shopping experiences have driven significant engagement and brand loyalty.
• Shoppable content and social commerce are key drivers in capitalising on the fact that 75% of internet users shop online.

Going forward, marketers must stay agile, adapt to evolving user behaviours, and fully capitalise on this mobile and social media revolution.