Mobile

Aided by the convenience and constant access provided by mobile devices, especially smartphones, 92% of teens report going online daily — including 24% who say they go online “almost constantly,” according to a new study from Pew Research Center. More than half (56%) of teens — defined in this report as those ages 13 to 17 — go online several times a day, and 12% report once-a-day use. Just 6% of teens report going online weekly, and 2% go online less often.

The much-anticipated shift toward mobile will occur this year in the two largest digital advertising categories: search and display. For the first time, US advertisers will spend more in these areas to reach consumers on mobile devices than desktop computers, according to a new eMarketer report, “The State of US Digital Advertising 2015: Mobile Trumps Desktop, People Trump Devices.”

10% of Americans own a smartphone but do not have broadband at home, and 15% own a smartphone but say that they have a limited number of options for going online other than their cell phone. Those with relatively low income and educational attainment levels, younger adults, and non-whites are especially likely to be “smartphone-dependent.”

As much as Internet prognosticators like to talk about the coming shift to a mobile-first world, the truth is that we’re already there.

More than three-quarters (76%) of brand marketers consider programmatic buying in mobile advertising to be an important development, but despite this enthusiasm, relatively low numbers of marketers are currently purchasing ads programmatically, according to a new study commissioned by the Interactive Advertising Bureau’s (IAB) Mobile Marketing Center of Excellence and conducted by Ovum.

Mobile telecommunications companies enjoy a strong cultural traction with particular cultural relevance to youth from gen y to z. We recently sat down with Pippa Dunn, CMO of pioneering telecommunications company EE, as part of our In the Marketer’s Chair series and asked her, what can brand owners learn from this culturally connected category?

Mobile ad spending continues to increase at the expense of desktop, taking more and more share of marketers’ digital ad dollars, according to new figures from eMarketer. In 2015, mobile ad spending in the US will increase 50.0%, reaching $28.72 billion and accounting for 49.0% of all digital ad spending. By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend.

The Hispanic market’s affinity towards wireless prepaid services is keeping the prepaid segment growing among Hispanics, according to Eric Fogle, CEO of ShareTracker, the largest U.S. market research company dedicated to telecom market share and flow share measurement products and analytics.

Results from the SMoX research confirm that marketers would significantly increase their overall campaign ROI, without increasing budget, by simply adjusting mobile spend upwards. The study also showed that mobile is a strong driver of campaign performance across the entire purchase funnel. From upper funnel metrics like awareness and image, to purchase intent and actual behavior (foot traffic or sales), the empirical evidence proves that mobile has a fervent contribution to campaign results, justifying a double-digit allocation of the entire media budget (not just digital) to mobile.

It’s no secret that millennials are attached to their mobile devices, and recent research from My.com, conducted by Survey Sampling International (SSI) in October 2014, set out to determine just how much time this demographic spent with their beloved smartphones and tablets.

Mobile data traffic is set to soar, and based on recent research, Hispanics are a big usage driver in the US.

Of the different types of learning technologies available, students found that adaptive learning technologies were the most effective, with 85 percent indicating a moderate or major improvement in grades.

A sneak peek at brand new data from Horowitz Research’s FOCUS Latino study shows that Hispanics are more than just a mobile audience.

As an email marketer, you know that getting mobile right is essential for an effective digital marketing program. But maybe your boss still isn’t convinced. How about a few numbers to show why mobile matters — and why email should own it?

Major brands are now using location data for purposes beyond targeting consumers at a particular moment in time. Marketers are leveraging location data to build much more comprehensive audience segments, which can be used to target consumers in a wide array of mobile campaign scenarios.

Online shoppers in the US have long had instant access to price comparisons at the moment of purchase – but now “bricks and mortar” shoppers are using their mobile phones to bring this behavior in-store.

In the global study, ZenithOptimedia looked at how new technologies are set to impact retail, media and entertainment and how brands are likely to leverage these innovations to create personalized consumer experiences as part of their communication strategies.

For the past several years, marketers have proclaimed that it was “The Year of Mobile.” While it remains to be seen whether 2015 gets to don the official title—though it looks pretty promising—one thing’s for sure: All of the waiting around has given marketers plenty of time to figure out how they define and measure mobile.

Soizic Sacrez, director of marketing for Terra, a global digital media company, discussed with eMarketer the findings in Terra’s latest round of research into US Hispanics’ media usage, revealing insights into why Hispanics are more likely to access video content via mobile and pay for video content.

Current predictions of mobile advertising’s meteoric rise are themselves too conservative – underestimating the size and growth of the mobile ad spend opportunity.