Mobile technology is no longer a luxury—it’s a necessity for small and medium businesses (SMBs) aiming to stay competitive, grow sales, and retain loyal customers. The rapid adoption of smartphones and mobile apps has fundamentally changed how consumers discover, interact with, and purchase from businesses.
Mobile Usage: The Numbers Tell the Story
As of 2025, a staggering 4.69 billion people worldwide own a smartphone, an increase of 440 million users in just one year.
In the United States, adults now spend an average of 4 hours and 2 minutes daily on their smartphones, up from 3 hours and 38 minutes in 2021.
This explosive growth is mirrored in app usage: in 2023 alone, there were over 257 billion app downloads globally, with users spending over five hours a day on apps in some markets.
Smartphone Usage Growth Chart
| Year | Smartphone Users Worldwide |
| 2021 | 2.95 billion |
| 2022 | 3.39 billion |
| 2023 | 3.77 billion |
| 2024 | 4.25 billion |
| 2025 | 4.69 billion |
Source: Statista / Backlinko
How Mobile Apps Drive Sales and Customer Retention
- Increased Sales and Conversions
Businesses with mobile apps see a significant boost in sales. For example, Touch of Modern, an ecommerce brand, saw orders jump from 30,600 to 131,000 in the year after launching their app—a $10 million increase in sales. Today, 70% of their total sales come from mobile devices, with two-thirds via their app.
Mobile apps streamline the buying process with features like instant checkout, saved payment methods, and personalized offers, removing barriers and driving conversions around the clock.
- Enhanced Customer Engagement
Mobile apps offer a direct, always-on channel to customers. Push notifications, personalised content, and loyalty programs keep your brand top-of-mind and foster repeat business.
Research shows users spend seven times more time in mobile apps than on mobile browsers, providing more opportunities for engagement and upselling.
In-app messaging drives impressive results: users who receive in-app messages make purchases 10 times more frequently than those who do not.
- Improved Customer Retention
Mobile apps help businesses retain customers by providing a seamless, personalized experience. Features like order history, rewards, and tailored recommendations make customers more likely to return.
SMBs using multiple messaging channels (in-app, push, email) see 120-day customer retention rates nearly four times higher than those using a single channel.
For Touch of Modern, 57% of purchases come from repeat customers, demonstrating the power of app-driven retention.
- Operational Efficiency and Cost Savings
Mobile apps automate tasks such as appointment scheduling, customer support, and order tracking, reducing manual work and operational costs.
They also provide valuable data on customer behavior, enabling targeted marketing and smarter business decisions.
- Competitive Advantage and Growth
91% of SMBs now use mobile solutions, and 68% plan to increase their investment in mobile apps and websites in the coming year.
Mobile apps help SMBs level the playing field with larger competitors, offering a direct, personalized connection with customers and expanding their reach beyond geographic constraints.
Key Takeaways
Mobile is where your customers are: With billions of users and hours spent daily on mobile devices, SMBs must meet customers where they are.
Apps drive measurable business results: Mobile apps increase sales, boost engagement, and enhance customer loyalty, all while streamlining operations.
The future is mobile-first: Businesses that embrace mobile technology position themselves for long-term growth and resilience in a rapidly evolving digital landscape.
“Mobile technology is clearly changing the nature of small business ownership… Small business owners are adapting and taking these seismic shifts in stride.”
— John Swanciger, CEO of Manta
In summary: For SMBs, investing in mobile apps isn’t just about keeping up—it’s about unlocking new sales opportunities, building lasting customer relationships, and securing a future-proof competitive edge.
