The online mobile experience has expanded during COVID-19. Even so, people are forced to stay at home during the pandemic, they are still preferred to spend their online time on mobile devices.
Mobile apps for social communication are seeing a sustained boost in unique visitors (UV) from worldwide pandemic restrictions. The biggest gainer in this aspect is Zoom app, with +2,393% UV during this period.
Of course, COVID-19 has made a global impact on digital marketing, but mobile ad spend is resilient.
Nearly two-fifths (38%) of marketing professionals across APAC are allocating more than 30% of their budget to mobile marketing: a seven percentage point increase from 2019. In India, one-fifth (20%) is allocating more than 35%. In Indonesia, one-quarter (26%) allocates more than 40% of their marketing budget to mobile.
Though COVID-19 has had an inevitable impact on budgets – with 30% of respondents across APAC, 27% in India, and 46% in Indonesia expecting their mobile budgets to decrease – the channel has been one of the least impacted by the pandemic. Consumers have turned to their mobiles for tasks and activities normally carried out in person.