モバイルエンゲージメントの世界市場規模：ソリューション別、組織規模別、エンドユーザー産業別、地域別、範囲および予測

モバイルエンゲージメント市場の規模と予測

モバイルエンゲージメント市場規模は、2024年に124億5,000万米ドル、2031年には1,302億9,000万米ドルに達すると予測され、2024年から2031年までのCAGRは37.62%で成長します。モバイルエンゲージメントとは、スマートフォンやタブレット端末などのモバイル機器を介した、ユーザーと企業、製品、サービスとのインタラクションや体験を指します。モバイルエンゲージメントは、モバイル・アプリケーション、ウェブサイト、ソーシャルメディア、SMSマーケティング、プッシュ通知など、さまざまなデジタル・マーケティング手法で構成され、そのすべてがユーザーとの強固な関係を築き、消費者のロイヤルティを高めることを目的としています。効果的なモバイルエンゲージメントは、ユーザーの定着率や満足度を向上させるだけでなく、パーソナライズされたコンテキスト主導の体験を提供することで収益も増加させる。

さらに、モバイルエンゲージメント・アプリケーションには、ユーザーにプロモーションを知らせるカスタマイズされたプッシュ通知、ユーザー体験を向上させるアプリ内メッセージング、ユーザーの地理的位置に応じて適切なオファーを送信するロケーションベースのマーケティングなどが含まれます。

世界のモバイルエンゲージメント市場力学

主な市場促進要因

スマートフォンの普及：

スマートフォンの普及は、モバイルエンゲージメント市場の主要促進要因です。あるレポートによると、2021年までにアメリカ人の85%がスマートフォンを所有し、2011年の35%から増加します。スマートフォンの利用が大幅に増加することで、モバイルエンゲージメント技術の利用者が拡大し、市場の成長につながります。

モバイルアプリ利用の増加：

モバイルアプリの利用時間の増加が、モバイルエンゲージメント市場を牽引しています。App Annieの「State of Mobile 2021」レポートによると、2020年の消費者のモバイルアプリ利用時間は1日平均4.2時間で、2019年から30％増加しました。このアプリ利用の増加は、企業がモバイルプラットフォームを通じて顧客とエンゲージするチャンスを広げています。

モバイルコマースへのシフト：

モバイルコマースの拡大がモバイルエンゲージメント市場の大きな促進要因となっています。米国国勢調査局によると、2021年のモバイルコマースの売上高は前年比15.2%増の3,593億2,000万米ドルに達しました。モバイル端末で買い物をする消費者が増える中、企業はより大きな市場シェアを獲得するため、モバイルエンゲージメント手法に投資しています。

主な課題

モバイルアプリの収益化の難しさ：

世界の大半の人々が、インターネットアクセスをパソコンから携帯電話に切り替えています。これにより、ネイティブ・モバイル・アプリケーション開発者は、自社のウェブサイトに収益化技術を導入できるようになった。しかし、無料アプリの普及に伴い、収益はこれらのプログラムに大きく依存するようになった。また、有料ダウンロードはアプリの売上を最も高くする上で重要な役割を果たしており、モバイルアプリの収益化を難しくしています。

モバイルマーケティング統合の専門知識の欠如：

モバイルマーケティングキャンペーンのような新しいアプローチの開発には、最も効率的な手法を取り入れるための多大な調査、専門知識、経験が必要です。適切なターゲットグループの選択、ROIやその他の指標の計算ができない、不適切な広告フォーマットの作成、その他避けられない失敗など、いくつかの問題はブランドに大きな悪影響を及ぼします。モバイルマーケティングには様々な利点があるが、新規顧客やターゲット顧客を獲得するためには、デジタルマーケティングを理解した専門家が必要であり、また、デバイスの設定など他の難しい要素もモバイルエンゲージメント市場の成長を制限する要因の一つとなっています。

主な動向：

パーソナライズされたコンテクスチュアル・メッセージングの採用：

パーソナライズされたコンテキスト主導のモバイルエンゲージメント体験を提供することが重視されるようになっています。企業はユーザーデータとリアルタイムの洞察を活用し、ユーザーの嗜好、場所、行動、カスタマージャーニーの段階に応じてパーソナライズされたメッセージを送信します。これにより、関連性が向上し、エンゲージメントが高まり、より強固な顧客関係が育まれます。動的コンテンツ、ジオターゲティング、予測分析により、より文脈に即したモバイルエンゲージメントが実現します。

チャットボットとバーチャルアシスタントの統合：

チャットボットやバーチャルアシスタントなどの会話型インターフェースをモバイルアプリに統合する動きが高まっています。これらのAIを搭載したソリューションは、ユーザーの意図を検出し、関連する情報やタスクを提示することで、より自然でインタラクティブなエンゲージメントを提供します。24時間体制でヘルプを提供し、頻繁な問い合わせを自動化し、よりパーソナルなタッチを加えることで、モバイル体験を向上させる。大手ブランドは、カスタマーサポート、リードジェネレーション、アプリ内ガイダンスなどの使用事例にチャットボットを採用しています。

プログレッシブ・ウェブ・アプリケーション（PWA）の台頭：

プログレッシブ・ウェブ・アプリケーション（PWA）は、モバイル・ウェブ上でアプリのようなシームレスな体験を提供することから人気を集めています。PWAは、検索エンジンからの発見、URLリンク、オフライン機能、ホーム画面との統合など、ウェブアプリとモバイルアプリの最大の特徴を統合しています。PWAは、魅力的なモバイル体験を提供しながらも、ネイティブアプリをダウンロードする障壁をなくすのに役立ちます。PWAは、コンテンツの多いウェブサイト、eコマース企業、モバイルコンバージョン率を高めたい組織に適しています。

目次

第1章 イントロダクション

• 市場の定義
• 市場セグメンテーション
• 調査スケジュール
• 前提条件
• 限界

第2章 調査手法

• データマイニング
• 2次調査
• 1次調査
• 専門家の助言
• クオリティチェック
• 最終レビュー
• データの三角測量
• ボトムアップアプローチ
• トップダウン・アプローチ
• 調査の流れ
• データソース

第3章 エグゼクティブサマリー

• 世界のモバイルエンゲージメント市場の概要
• 世界・モバイルエンゲージメントの生態マッピング
• 世界のモバイルエンゲージメントの絶対的収益機会
• 世界のモバイルエンゲージメント市場の魅力
• モバイルエンゲージメントの世界市場：地域別分析
• モバイルエンゲージメントの世界市場：ソリューション別
• モバイルエンゲージメントの世界市場：組織規模別
• モバイルエンゲージメントの世界市場：業界別
• 今後の市場機会
• 世界市場内訳

第4章 市場展望

• 世界のモバイルエンゲージメント市場の変遷
• 世界のモバイルエンゲージメント市場の展望
• 市場促進要因
  • 携帯電話の高い普及率
  • モバイルコマースの急速な開発
  • 高成長を続ける銀行業界
• 市場抑制要因
  • データプライバシーに関する懸念の高まり
• 可能性
  • ヘルスケア業界におけるモバイルエンゲージメント・アプリケーションの発展
  • テクノロジーの急速な開発
• モバイルエンゲージメント市場へのCOVID-19の影響分析
• ポーターの5フォースモデル分析
  • 新規参入業者の脅威
  • 代替品の脅威
  • 供給企業の交渉力
  • 買い手の交渉力
  • 競争企業間の敵対関係の強さ
• バリューチェーン分析
• マクロ経済分析

第5章 ソリューション別市場

• 概要
• SMSとMMS
• プッシュ通知
• アプリ内メッセージング
• 電子メール
• アプリ/ウェブコンテンツ
• その他

第6章 組織規模別市場

• 概要
• 大企業
• 中堅企業

第7章 業界別市場

• 概要
• 金融サービス
• メディア・エンターテインメント
• IT・通信
• 小売
• 旅行・ホスピタリティ
• その他

第8章 地域別市場

• 概要
• 北米
  • 米国
  • カナダ
  • メキシコ
• 欧州
  • ドイツ
  • 英国
  • フランス
  • イタリア
  • スペイン
  • その他欧州
• アジア太平洋
  • 中国
  • 日本
  • インド
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • アルゼンチン
  • その他ラテンアメリカ
• 中東・アフリカ
  • アラブ首長国連邦
  • サウジアラビア
  • 南アフリカ
  • その他中東・アフリカ

第9章 競合情勢

• 概要
• 競合シナリオ
• 企業の市場ランキング分析
• 企業の業界フットプリント
• エースマトリックス
  • アクティブ
  • カッティング・エッジ
  • エマージング
  • イノベーター

第10章 企業プロファイル

• AIRSHIP
• BRAZE（APPBOY）
• IBM CORPORATION
• VIBES
• UPLAND SOFTWARE（LOCALYTICS）
• SALESFORCE
• ADOBE（MARKETO）
• SELLIGENT MARKETING CLOUD
• ORACLE
• MOENGAGE

LIST OF TABLES

• TABLE 1 PROJECTED REAL GDP GROWTH (ANNUAL PERCENTAGE CHANGE) OF KEY COUNTRIES
• TABLE 2 GLOBAL MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 3 GLOBAL MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 4 GLOBAL MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 5 GLOBAL MOBILE ENGAGEMENT MARKET, BY GEOGRAPHY, 2020 - 2030 (USD MILLION)
• TABLE 6 NORTH AMERICA MOBILE ENGAGEMENT MARKET, BY COUNTRY, 2020 - 2030 (USD MILLION)
• TABLE 7 NORTH AMERICA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 8 NORTH AMERICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 9 NORTH AMERICA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 10 U.S. MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 11 U.S. MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 12 U.S. MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 13 CANADA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 14 CANADA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 15 CANADA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 16 MEXICO MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 17 MEXICO MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 18 MEXICO MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 19 EUROPE MOBILE ENGAGEMENT MARKET, BY COUNTRY, 2020 - 2030 (USD MILLION)
• TABLE 20 EUROPE MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 21 EUROPE MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 22 EUROPE MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 23 GERMANY MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 24 GERMANY MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 25 GERMANY MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 26 U.K. MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 27 U.K. MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 28 U.K. MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 29 FRANCE MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 30 FRANCE MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 31 FRANCE MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 32 ITALY MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 33 ITALY MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 34 ITALY MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 35 SPAIN MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 36 SPAIN MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 37 SPAIN MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 38 REST OF EUROPE MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 39 REST OF EUROPE MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 40 REST OF EUROPE MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 41 ASIA-PACIFIC MOBILE ENGAGEMENT MARKET, BY COUNTRY, 2020 - 2030 (USD MILLION)
• TABLE 42 ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 43 ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 44 ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 45 CHINA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 46 CHINA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 47 CHINA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 48 JAPAN MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 49 JAPAN MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 50 JAPAN MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 51 INDIA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 52 INDIA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 53 INDIA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 54 REST OF ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 55 REST OF ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 56 REST OF ASIA PACIFIC MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 57 LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY COUNTRY, 2020 - 2030 (USD MILLION)
• TABLE 58 LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 59 LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 60 LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 61 BRAZIL MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 62 BRAZIL MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 63 BRAZIL MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 64 ARGENTINA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 65 ARGENTINA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 66 ARGENTINA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 67 REST OF LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 68 REST OF LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 69 REST OF LATIN AMERICA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 70 MIDDLE EAST AND AFRICA MOBILE ENGAGEMENT MARKET, BY COUNTRY, 2020 - 2030 (USD MILLION)
• TABLE 71 MIDDLE EAST AND AFRICA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 72 MIDDLE EAST AND AFRICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 73 MIDDLE EAST AND AFRICA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 74 UAE MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 75 UAE MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 76 UAE MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 77 SAUDI ARABIA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 78 SAUDI ARABIA AND AFRICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 79 SAUDI ARABIA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 80 SOUTH AFRICA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 81 SOUTH AFRICA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 82 SOUTH AFRICA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 83 REST OF MEA MOBILE ENGAGEMENT MARKET, BY SOLUTION, 2020 - 2030 (USD MILLION)
• TABLE 84 REST OF MEA MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE, 2020 - 2030 (USD MILLION)
• TABLE 85 REST OF MEA MOBILE ENGAGEMENT MARKET, BY VERTICAL, 2020 - 2030 (USD MILLION)
• TABLE 86 COMPANY MARKET RANKING ANALYSIS
• TABLE 87 COMPANY INDUSTRY FOOTPRINT
• TABLE 88 AIRSHIP: PRODUCT DEVELOPMENT
• TABLE 89 AIRSHIP.: PRODUCT BENCHMARKING
• TABLE 90 BRAZE (APPBOY): PRODUCT BENCHMARKING
• TABLE 91 IBM CORPORATION: PRODUCT BENCHMARKING
• TABLE 92 VIBES: PRODUCT BENCHMARKING
• TABLE 93 UPLAND SOFTWARE (LOCALYTICS): PRODUCT BENCHMARKING
• TABLE 94 SALESFORCE: PRODUCT BENCHMARKING
• TABLE 95 SALESFORCE: KEY DEVELOPMENT
• TABLE 96 MARKETO: PRODUCT BENCHMARKING
• TABLE 97 SELLIGENT MARKETING CLOUD: PRODUCT BENCHMARKING
• TABLE 98 SELLIGENT MARKETING CLOUD: KEY DEVELOPMENTS
• TABLE 99 ORACLE: PRODUCT BENCHMARKING
• TABLE 100 ORACLE: PRODUCT DEVELOPMENT
• TABLE 101 MOENGAGE: PRODUCT DEVELOPMENT
• TABLE 102 MOENGAGE: PRODUCT BENCHMARKING

LIST OF FIGURES

• FIGURE 1 GLOBAL MOBILE ENGAGEMENT MARKET SEGMENTATION
• FIGURE 2 RESEARCH TIMELINES
• FIGURE 3 DATA TRIANGULATION
• FIGURE 4 MARKET RESEARCH FLOW
• FIGURE 5 DATA SOURCES
• FIGURE 6 GLOBAL MOBILE ENGAGEMENT MARKET GEOGRAPHICAL ANALYSIS, 2023-2030
• FIGURE 7 GLOBAL MOBILE ENGAGEMENT MARKET, BY SOLUTION (USD MILLION)
• FIGURE 8 GLOBAL MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE (USD MILLION)
• FIGURE 9 GLOBAL MOBILE ENGAGEMENT MARKET, BY VERTICAL (USD MILLION)
• FIGURE 10 FUTURE MARKET OPPORTUNITIES
• FIGURE 11 ASIA PACIFIC DOMINATED THE MARKET IN 2021
• FIGURE 12 GLOBAL MOBILE ENGAGEMENT MARKET OUTLOOK
• FIGURE 13 GLOBAL SMARTPHONE PENETRATION RATE AS SHARE OF POPULATION FROM 2016 TO 2020
• FIGURE 14 GLOBAL MOBILE ENGAGEMENT MARKET, BY SOLUTION
• FIGURE 15 GLOBAL MOBILE ENGAGEMENT MARKET, BY ORGANIZATION SIZE
• FIGURE 16 GLOBAL MOBILE ENGAGEMENT MARKET, BY VERTICAL
• FIGURE 17 GLOBAL MOBILE ENGAGEMENT MARKET, BY GEOGRAPHY, 2020 - 2030 (USD MILLION)
• FIGURE 18 NORTH AMERICA MARKET SNAPSHOT
• FIGURE 19 U.S. MARKET SNAPSHOT
• FIGURE 20 CANADA MARKET SNAPSHOT
• FIGURE 21 MEXICO MARKET SNAPSHOT
• FIGURE 22 EUROPE MARKET SNAPSHOT
• FIGURE 23 GERMANY MARKET SNAPSHOT
• FIGURE 24 U.K. MARKET SNAPSHOT
• FIGURE 25 FRANCE MARKET SNAPSHOT
• FIGURE 26 ITALY MARKET SNAPSHOT
• FIGURE 27 SPAIN MARKET SNAPSHOT
• FIGURE 28 REST OF EUROPE MARKET SNAPSHOT
• FIGURE 29 ASIA-PACIFIC MARKET SNAPSHOT
• FIGURE 30 CHINA MARKET SNAPSHOT
• FIGURE 31 JAPAN MARKET SNAPSHOT
• FIGURE 32 INDIA MARKET SNAPSHOT
• FIGURE 33 REST OF ASIA-PACIFIC MARKET SNAPSHOT
• FIGURE 34 LATIN AMERICA MARKET SNAPSHOT
• FIGURE 35 BRAZIL MARKET SNAPSHOT
• FIGURE 36 ARGENTINA MARKET SNAPSHOT
• FIGURE 37 REST OF LATIN AMERICA MARKET SNAPSHOT
• FIGURE 38 MIDDLE EAST AND AFRICA MARKET SNAPSHOT
• FIGURE 39 UAE MARKET SNAPSHOT
• FIGURE 40 SAUDI ARABIA MARKET SNAPSHOT
• FIGURE 41 SOUTH AFRICA MARKET SNAPSHOT
• FIGURE 42 REST OF MEA MARKET SNAPSHOT
• FIGURE 43 KEY STRATEGIC DEVELOPMENTS
• FIGURE 44 ACE MATRIX
• FIGURE 45 AIRSHIP: COMPANY INSIGHT
• FIGURE 46 AIRSHIP: SWOT ANALYSIS
• FIGURE 47 BRAZE (APPBOY): COMPANY INSIGHT
• FIGURE 48 BRAZE (APPBOY): BREAKDOWN
• FIGURE 49 IBM CORPORATION: COMPANY INSIGHT
• FIGURE 50 IBM CORPORATION: BREAKDOWN
• FIGURE 51 VIBES: COMPANY INSIGHT
• FIGURE 52 UPLAND SOFTWARE (LOCALYTICS): COMPANY INSIGHT
• FIGURE 53 UPLAND SOFTWARE (LOCALYTICS): BREAKDOWN
• FIGURE 54 SALESFORCE: COMPANY INSIGHT
• FIGURE 55 SALESFORCE: SEGMENT BREAKDOWN
• FIGURE 56 ADOBE: COMPANY INSIGHT
• FIGURE 57 ADOBE: BREAKDOWN
• FIGURE 58 SELLIGENT MARKETING CLOUD: COMPANY INSIGHT
• FIGURE59 ORACLE
• FIGURE60 ORACLE
• FIGURE61 MOENGAGE

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