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Published: October 25, 2016
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This is the second of two semiannual eMarketer reports that examine the latest data and trends related to consumers’ use of location services, the data these services produce and how marketers use location data to achieve business objectives. This report provides a summary of key developments from H2 2016.
"Seventy-eight percent of marketers polled by the Mobile Marketing Association in July 2016 said they increased their investment in location-based mobile advertising because foot traffic data was now available to them."
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US Marketers Who Have Increased Spending on Location-Based Mobile Advertising Based on the Availability of Foot Traffic Data, July 2016 (% of respondents)
US Smartphone Users Who Have Downloaded Pokémon Go, by Age, July 2016 (% of respondents)
Current vs. Planned* Use of Select Mobile Marketing Tactics Among Marketing Leaders Worldwide, 2015 & 2016 (% of respondents)
Measuring Place Visitation Rates
Ways in Which US Client-Side Marketers vs. Agency Professionals Use Location Data, July 2016 (% of respondents)
US Mobile Local Ad Spending, 2015-2020 (billions)
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