세계의 모바일 인게이지먼트 시장 규모 : 솔루션별, 조직 규모별, 최종 사용자 산업별, 지역별, 범위 및 예측

Mobile Engagement Market Size And Forecast

Mobile Engagement Market size was valued at USD 12.45 Billion in 2024 and is projected to reach USD 130.29 Billion by 2031 , growing at a CAGR of 37.62% from 2024 to 2031. Mobile engagement refers to users' interactions and experiences with businesses, products, or services via mobile devices such as smartphones and tablets. It comprises a variety of digital marketing methods, such as mobile applications, websites, social media, SMS marketing, and push notifications, all geared at building strong user relationships and increasing consumer loyalty. Effective mobile engagement not only improves user retention and satisfaction but also increases revenue by providing personalized and context-driven experiences.

Furthermore, mobile engagement applications include customized push notifications to alert users to promotions, in-app messaging to improve user experience, and location-based marketing to send appropriate offers depending on users' geographic locations.

Global Mobile Engagement Market Dynamics

The key market dynamics that are shaping the mobile engagement market include:

Key Market Drivers

Increasing Smartphone Adoption:

The widespread usage of smartphones is a major driver of the mobile engagement market. According to a report, by 2021, 85% of Americans own a smartphone, up from 35% in 2011. This considerable increase in smartphone usage opens up a bigger audience for mobile engagement techniques, resulting in market growth.

Rising Mobile App Usage:

The increased amount of time spent using mobile apps is driving the mobile engagement market. According to App Annie's State of Mobile 2021 report, consumers used mobile applications for an average of 4.2 hours per day in 2020, up 30% from 2019. This rising app usage opens up more chances for businesses to engage with their clients via mobile platforms.

Shift towards Mobile Commerce:

The increasing expansion of mobile commerce is a major driver of the mobile engagement market. According to the U.S. Census Bureau, mobile commerce sales totaled $359.32 billion in 2021, up 15.2% from the previous year. As more consumers shop on their mobile devices, businesses are investing in mobile engagement techniques to acquire a larger market share.

Key Challenges:

Difficulty in Monetizing Mobile Apps:

The majority of the globe has switched from PCs to mobile phones for internet access. This has allowed native mobile app developers to implement monetization techniques for their websites. However, with the proliferation of free apps, revenue has grown heavily reliant on these programs. Paid downloads have also played an important role in generating the highest app sales, making it difficult to monetize mobile apps.

Lack of Expertise in Mobile Marketing Integration:

Developing new approaches, such as mobile marketing campaigns, necessitates substantial research, expertise, and experience to incorporate the most efficient technique. Some issues, like as selecting a suitable target group, being unable to compute ROI and other metrics, producing an inappropriate ad format, and other unavoidable faults, have a big negative impact on the brand. Although it has various benefits, gaining new and target clients through mobile marketing necessitates experts that understand digital marketing efforts as well as other difficult elements such as device configuration, which are some of the factors restricting the mobile engagement market's growth.

Key Trends:

Adoption of Personalized and Contextual Messaging:

There is an increasing emphasis on providing personalized and context-driven mobile engagement experiences. Companies leverage user data and real-time insights to send personalized messages depending on user preferences, location, behavior, and stage of the customer journey. This improves relevancy, increases engagement, and fosters stronger customer relationships. Dynamic content, geo-targeting, and predictive analytics provide more contextual mobile engagement.

Integration of Chatbots and Virtual Assistants:

The integration of conversational interfaces such as chatbots and virtual assistants into mobile apps is a growing trend. These AI-powered solutions offer more natural, interactive engagement by detecting user intent and presenting relevant information or tasks. They improve the mobile experience by providing 24-hour help, automating frequent inquiries, and adding a more personal touch. Leading brands are employing chatbots for use cases like customer support, lead generation, and in-app guidance.

Rise of Progressive Web Apps (PWAs):

Progressive Web Apps (PWAs) are gaining popularity because they offer a seamless, app-like experience on the mobile web. PWAs integrate the greatest features of web and mobile apps, including search engine discovery, URL linking, offline functionality, and home screen integration. They help to eliminate the barrier of downloading native apps while still providing a compelling mobile experience. PWAs are suitable for content-heavy websites, e-commerce companies, and organizations that want to increase mobile conversion rates.

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Global Mobile Engagement Market Regional Analysis

Here is a more detailed regional analysis of the mobile engagement market:

Asia Pacific:

According to Verified Market Research, the Asia Pacific region is estimated to dominate the market over the forecast period. The Asia Pacific region is experiencing an increase in smartphone adoption, particularly in emerging markets. According to the GSMA's Mobile Economy Asia Pacific 2021 report, smartphone use in the region reached 68% in 2020 and is expected to increase to 80% by 2025. This rapid increase in smartphone usage creates an ideal environment for mobile engagement techniques, resulting in market growth throughout the region.

Furthermore, the Asia Pacific region is experiencing considerable growth in mobile internet usage, which is driving the mobile engagement market. According to the Internet and Mobile Association of India (IAMAI) and Kantar's ICUBE 2020 research, India's mobile internet users reached 448 million by the end of 2020, up 23% from 2019. The growing number of mobile internet users creates massive opportunities for businesses to engage with consumers through mobile platforms.

Europe:

Europe region is estimated to exhibit significant growth within the market during the forecast period. Europe has seen a significant surge in smartphone penetration, propelling the mobile engagement market. According to Eurostat, 87% of EU citizens aged 16 to 74 used mobile devices to access the internet in 2020, up from 76% in 2016. In other countries, such as the Netherlands and Sweden, this proportion has surpassed 95%. This extensive smartphone usage creates an ideal environment for mobile engagement methods, propelling industry growth throughout the region.

Furthermore, the European region is experiencing a tremendous increase in mobile internet usage, which is driving the mobile engagement market. According to the European Commission's Digital Economy and Society Index (DESI) 2021, 4G mobile coverage reached 99.7% of European households in 2020, an increase from 96% in 2015. Also, the survey predicts that in 2020, 71% of European internet users used smartphones to access online services, up from 64% in 2019. This increased mobile internet adoption opens up numerous options for businesses to engage with customers via mobile platforms.

North America:

North America is estimated to exhibit substantial growth within the market during the forecast period. The North American region is experiencing a considerable increase in mobile app adoption, boosting the mobile engagement market. According to App Annie's State of Mobile 2021 study, U.S. consumers used mobile applications for an average of 3.7 hours per day in 2020, up 20% from 2019. Additionally, mobile app downloads in the United States increased by 7% year on year in 2020, hitting 12.3 billion. This growth in app usage opens up several options for businesses to engage with their clients via mobile platforms.

Furthermore, the mobile engagement market in North America is being driven primarily by the rapid expansion of mobile commerce. According to the US Census Bureau, mobile commerce sales in the United States reached USD 359.32 Billion in 2021, up 15.2% from the previous year. eMarketer predicts that by 2025, mobile commerce will account for 44.2% of all retail e-commerce sales in the United States. This move to mobile shopping motivates firms to invest in mobile engagement tactics to attract and keep clients in this rapidly expanding market.

Global Mobile Engagement Market: Segmentation Analysis

The Mobile Engagement Market is segmented based on Solution, Organization Size, End-User Industry, and Geography.

Mobile Engagement Market, By Solution

• SMS and MMS
• Push Notifications
• In-App Messaging
• E-mails
• App/Web Content
• Others

Based on the Solution, the market is segmented into SMS & MMS, Push Notifications, In-App Messaging, E-mails, App/Web Content, and Others. The push notification segment is estimated to dominate within the mobile engagement market due to the success of push notifications as a marketing and communication channel, which allows for increased engagement rates and user retention. The segment is expected to increase rapidly, owing to its low cost and capacity to send timely, relevant messages to customers across several platforms, hence improving overall customer experience and brand interaction.

Mobile Engagement Market, By Organization Size

• Large Enterprises
• Small and Medium Enterprises (SMEs)

Based on Organization Size, the market is segmented into Large Enterprises and Small & Medium Enterprises (SMEs). The large enterprise segment is estimated to dominate the mobile engagement market due to its capacity to manage complicated systems and large volumes of marketing data, necessitating advanced mobile engagement techniques. Large enterprises invest heavily in mobile engagement platforms to improve customer connections and optimize marketing activities, resulting in continuous growth at a CAGR of 37% throughout the forecast period.

Mobile Engagement Market, By End-User Industry

• Banking, Financial Services & Insurance (BFSI)
• Media and Entertainment
• Retail
• Travel and Hospitality
• IT and Telecom
• Others

Based on End-User Industry, the market is segmented into BFSI, Media & Entertainment, Retail, Travel & Hospitality, IT & Telecom, and Others. The banking, financial services & insurance (BFSI) segment is estimated to hold the majority share in the forecast period of the mobile engagement market. This domination is fueled by the rapid evolution of new technology and the changing demands of digitally informed clients. BFSI institutions are increasingly turning to mobile engagement technologies to improve client interactions, expedite processes, and create tailored experiences. The integration of developing technologies, such as artificial intelligence and data analytics, contributes to the growth of this market by allowing for more effective customer engagement tactics.

Mobile Engagement Market, By Geography

• North America
• Europe
• Asia Pacific
• Rest of the World

Based on Geography, the Mobile Engagement Market is classified into North America, Europe, Asia Pacific, and the Rest of the World. The Asia Pacific region is estimated to hold the largest share of the mobile engagement market. This domination is being driven by the rapid proliferation of smartphones and the growing use of mobile applications throughout the region. The existence of large online retailers, as well as the construction of mobile telecom infrastructure, help to drive market growth. Furthermore, the region's emphasis on digital transformation and technical developments, such as AI integration, is projected to maintain its leadership in the next years.

Key Players

• The "Mobile Engagement Market" study report will provide valuable insight with an emphasis on the global market. The major players in the market are
• Urban Airship, BRAZE (Appboy), IBM Corporation, Vibes, Upland Software, Salesforce, Marketo Engage, Selligent, Oracle, and MoEngage.

Our market analysis also entails a section solely dedicated to such major players wherein our analysts provide an insight into the financial statements of all the major players, along with its product benchmarking and SWOT analysis. The competitive landscape section also includes key development strategies, market share, and market ranking analysis of the above-mentioned players globally.

• Mobile Engagement Market Recent Developments
• In March 2022, Salesforce announced a new, intelligent AppExchange homepage experience that makes it easier than ever for customers to discover relevant apps, experts, and content.

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 MARKET DEFINITION
• 1.2 MARKET SEGMENTATION
• 1.3 RESEARCH TIMELINES
• 1.4 ASSUMPTIONS
• 1.5 LIMITATIONS

2 RESEARCH METHODOLOGY

• 2.1 DATA MINING
• 2.2 SECONDARY RESEARCH
• 2.3 PRIMARY RESEARCH
• 2.4 SUBJECT MATTER EXPERT ADVICE
• 2.5 QUALITY CHECK
• 2.6 FINAL REVIEW
• 2.7 DATA TRIANGULATION
• 2.8 BOTTOM-UP APPROACH
• 2.9 TOP-DOWN APPROACH
• 2.10 RESEARCH FLOW
• 2.11 DATA SOURCES

3 EXECUTIVE SUMMARY

• 3.1 GLOBAL MOBILE ENGAGEMENT MARKET OVERVIEW
• 3.2 GLOBAL MOBILE ENGAGEMENT ECOLOGY MAPPING
• 3.3 GLOBAL MOBILE ENGAGEMENT ABSOLUTE MARKET OPPORTUNITY
• 3.4 GLOBAL MOBILE ENGAGEMENT MARKET ATTRACTIVENESS
• 3.5 GLOBAL MOBILE ENGAGEMENT MARKET GEOGRAPHICAL ANALYSIS (CAGR %)
• 3.6 GLOBAL MOBILE ENGAGEMENT MARKET, BY SOLUTION (USD MILLION)
• 3.7 GLOBAL MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE (USD MILLION)
• 3.8 GLOBAL MOBILE ENGAGEMENT MARKET, BY VERTICAL (USD MILLION)
• 3.9 FUTURE MARKET OPPORTUNITIES
• 3.10 GLOBAL MARKET SPLIT

4 MARKET OUTLOOK

• 4.1 GLOBAL MOBILE ENGAGEMENT MARKET EVOLUTION
• 4.2 GLOBAL MOBILE ENGAGEMENT MARKET OUTLOOK
• 4.3 MARKET DRIVERS
  • 4.3.1 HIGH PENETRATION OF MOBILE PHONES
  • 4.3.2 RAPID DEVELOPMENT IN MOBILE COMMERCE
  • 4.3.3 HIGH GROWTH BANKING INDUSTRY
• 4.4 MARKET RESTRAINTS
  • 4.4.1 INCREASE IN CONCERNS RELATED TO DATA PRIVACY
• 4.5 OPPORTUNITIES
  • 4.5.1 ADVANCEMENT OF MOBILE ENGAGEMENT APPLICATIONS FOR HEALTHCARE VERTICAL
  • 4.5.2 RAPID DEVELOPMENT IN TECHNOLOGY
• 4.6 IMPACT ANALYSIS OF COVID-19 ON MOBILE ENGAGEMENT MARKET
• 4.7 PORTER'S FIVE FORCE MODELS ANALYSIS
  • 4.7.1 THREAT OF NEW ENTRANTS
  • 4.7.2 THREAT OF SUBSTITUTES
  • 4.7.3 BARGAINING POWER OF SUPPLIERS
  • 4.7.4 BARGAINING POWER OF BUYERS
  • 4.7.5 INTENSITY OF COMPETITIVE RIVALRY
• 4.8 VALUE CHAIN ANALYSIS
• 4.9 MACROECONOMIC ANALYSIS

5 MARKET, BY SOLUTION

• 5.1 OVERVIEW
• 5.2 SMS AND MMS
• 5.3 PUSH NOTIFICATIONS
• 5.4 IN-APP MESSAGING
• 5.5 E-MAILS
• 5.6 APP/WEB CONTENT
• 5.7 OTHERS

6 MARKET, BY ORGANIZATION SIZE

• 6.1 OVERVIEW
• 6.2 LARGE ENTERPRISES
• 6.3 MEDIUM ORGANIZATIONS

7 MARKET, BY VERTICAL

• 7.1 OVERVIEW
• 7.2 FINANCIAL SERVICES
• 7.3 MEDIA AND ENTERTAINMENT
• 7.4 IT & TELECOMMUNICATION
• 7.5 RETAIL
• 7.6 TRAVEL AND HOSPITALITY
• 7.7 OTHERS

8 MARKET, BY GEOGRAPHY

• 8.1 OVERVIEW
• 8.2 NORTH AMERICA
  • 8.2.1 U.S.
  • 8.2.2 CANADA
  • 8.2.3 MEXICO
• 8.3 EUROPE
  • 8.3.1 GERMANY
  • 8.3.2 U.K.
  • 8.3.3 FRANCE
  • 8.3.4 ITALY
  • 8.3.5 SPAIN
  • 8.3.6 REST OF EUROPE
• 8.4 ASIA-PACIFIC
  • 8.4.1 CHINA
  • 8.4.2 JAPAN
  • 8.4.3 INDIA
  • 8.4.4 REST OF ASIA-PACIFIC
• 8.5 LATIN AMERICA
  • 8.5.1 BRAZIL
  • 8.5.2 ARGENTINA
  • 8.5.3 REST OF LATIN AMERICA
• 8.6 MIDDLE EAST AND AFRICA
  • 8.6.1 UAE
  • 8.6.2 SAUDI ARABIA
  • 8.6.3 SOUTH AFRICA
  • 8.6.4 REST OF MEA

9 COMPETITIVE LANDSCAPE

• 9.1 OVERVIEW
• 9.2 COMPETITIVE SCENARIO
• 9.3 COMPANY MARKET RANKING ANALYSIS
• 9.4 COMPANY INDUSTRY FOOTPRINT
• 9.5 ACE MATRIX
  • 9.5.1 ACTIVE
  • 9.5.2 CUTTING EDGE
  • 9.5.3 EMERGING
  • 9.5.4 INNOVATORS

10 COMPANY PROFILES

• 10.1 AIRSHIP
  • 10.1.1 COMPANY OVERVIEW
  • 10.1.2 COMPANY INSIGHTS
  • 10.1.3 PRODUCT DEVELOPMENT
  • 10.1.4 PRODUCT BENCHMARKING
  • 10.1.5 SWOT ANALYSIS
  • 10.1.6 CURRENT FOCUS & STRATEGIES
  • 10.1.7 THREAT FROM COMPETITION
• 10.2 BRAZE (APPBOY)
  • 10.2.1 COMPANY OVERVIEW
  • 10.2.2 COMPANY INSIGHTS
  • 10.2.3 SEGMENT BREAKDOWN
  • 10.2.4 PRODUCT BENCHMARKING
  • 10.2.5 SWOT ANALYSIS
  • 10.2.6 CURRENT FOCUS & STRATEGIES
  • 10.2.7 THREAT FROM COMPETITION
• 10.3 IBM CORPORATION
  • 10.3.1 COMPANY OVERVIEW
  • 10.3.2 COMPANY INSIGHTS
  • 10.3.1 SEGMENT BREAKDOWN
  • 10.3.2 PRODUCT BENCHMARKING
  • 10.3.3 SWOT ANALYSIS
  • 10.3.4 CURRENT FOCUS & STRATEGIES
  • 10.3.5 THREAT FROM COMPETITION
• 10.4 VIBES
  • 10.4.1 COMPANY OVERVIEW
  • 10.4.2 COMPANY INSIGHTS
  • 10.4.3 PRODUCT BENCHMARKING
• 10.5 UPLAND SOFTWARE (LOCALYTICS)
  • 10.5.1 COMPANY OVERVIEW
  • 10.5.2 COMPANY INSIGHTS
  • 10.5.3 SEGMENT BREAKDOWN
  • 10.5.4 PRODUCT BENCHMARKING
• 10.6 SALESFORCE
  • 10.6.1 COMPANY OVERVIEW
  • 10.6.2 COMPANY INSIGHTS
  • 10.6.3 PRODUCT BENCHMARKING
  • 10.6.4 KEY DEVELOPMENT
• 10.7 ADOBE (MARKETO)
  • 10.7.1 COMPANY OVERVIEW
  • 10.7.2 COMPANY INSIGHTS
  • 10.7.3 SEGMENT BREAKDOWN
  • 10.7.4 PRODUCT BENCHMARKING
• 10.8 SELLIGENT MARKETING CLOUD
  • 10.8.1 COMPANY OVERVIEW
  • 10.8.2 COMPANY INSIGHTS
  • 10.8.3 PRODUCT BENCHMARKING
  • 10.8.4 KEY DEVELOPMENTS
• 10.9 ORACLE
  • 10.9.1 COMPANY OVERVIEW
  • 10.9.2 COMPANY INSIGHTS
  • 10.9.3 SEGMENT BREAKDOWN
  • 10.9.4 PRODUCT BENCHMARKING
  • 10.9.5 KEY DEVELOPMENT
• 10.10 MOENGAGE
  • 10.10.1 COMPANY OVERVIEW
  • 10.10.2 COMPANY INSIGHTS
  • 10.10.3 PRODUCT DEVELOPMENT
  • 10.10.4 PRODUCT BENCHMARKING