Mobile


During the Super Bowl 50, viewers were glued to their TV sets—with their mobile devices nearby. A February 2016 survey found that mobile accounted for the largest share of searches related to Super Bowl ads.

Usage of wearables, like smart watches, will grow by nearly two-thirds this year, per an eMarketer forecast. Still, cost is holding many consumers back from purchasing a device.

Wearables are beginning to see increasing levels of uptake in the UK, albeit relatively small levels when compared with certain other devices like smartphones and tablets. Within the wearable category, though, sales of smart watches are rising fastest.

Like adults, children are increasingly connected to the digital world. And while parents are granting them usage of these devices, they also want features on there that they can control.

Mobile display ad spending in South Korea tilts toward apps—but not too dramatically, according to 2015 research. eMarketer estimates that mobile ad spending overall continues to rise at robust double-digit rates.

Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile

The mobile audience is not homogeneous, according to November 2015 research. And the way different groups rely on their mobile devices translates to different attitudes toward ads—and apps.

Last year, fewer than half of new internet users in China accessed the web with a desktop PC. Smartphones, instead, were their device of choice.

Most parents in Japan say they let their kids use a smartphone at least sometimes. According to 2015 research, children use the devices most to consume visual media—and the time they spend doing so doesn’t add up to much.

Magnus Jern, president of the Mobile Application Solutions Division at DMI, a creator of mobile apps for global brands, discusses how consumers are using mobile apps to influence purchasing decisions, conducting research and shipping in-store purchases to their doorstep.

The market for smart watches may be heating up in Latin America, according to 2015 research. They’re the most desired wearable device in several markets, ahead of fitness bands.

Mobile video ads can be effective and valuable for many marketers, and eMarketer estimates that video will also command a large portion of ad spending allocated to digital. Publishers and advertisers are becoming more comfortable selling and buying mobile video programmatically, per research.

Since peaking in 2012, the number of text messages sent in China has been dropping each year, despite gains in the overall mobile phone population.

The Lunar New Year is a social occasion in China, where millions of people celebrate the holiday by traveling to visit family and friends. So it makes sense that social activities were also the No. 1 thing people would be doing with mobile devices during the period, according to January research.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.

Without a great experience, loyalty programs are less valuable to customers and abandoned early on even if they promise discounts. eMarketer spoke with Mark Taylor, senior vice president of digital customer experience at business and technology consulting company Capgemini, about consumers’ frustrations with traditional programs and how marketers can create a compelling loyalty experience.

Two in five mobile phone internet users in Brazil take advantage of geolocation services, according to 2015 research.

Nearly three-quarters of retailers worldwide said they wanted their apps to offer payment security. Preventing fraud is more important for retailers than seamless ordering capabilities.

Most smartphone users in Japan turn to apps for information about what’s going on in the world—at least for a few minutes a day, according to December research. Penetration is highest among men and older users.

Mobile accounted for more than half of digital ad spending in 2015, and marketers continue to see increased value in mobile advertising. While there are benefits, there are challenges too, according to Q3 2015 research.