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Why Mobile?
The pace at which marketing dollars will flow into emerging media that are accountable and cost efficient will continue to accelerate. Mobile is no exception.
It's no longer just about reach. It's about relevancy and consumer engagement. And there's no other medium that may hold more true than mobile. Mobile has emerged as the highest reach and potentially most powerful communications platform across all media channels. Mobile has the power to make all media interactive and stands to outpace all other emerging media platforms.
This year, nearly 89 percent of global brands will use text and multimedia messaging to reach and engage with their audience. In fact, nearly 30 percent will spend in excess of 10 percent of their annual budgets on this medium. In five years, more than half of all brands expect to spend 5-25 percent of their budgets on mobile.
Labeled the ultimate direct response medium, the opportunity that strategically grounding mobile activity presents will force brands to rethink how they talk to their customers.
Key Mobile Stats:
- Today there are nearly 3 billion mobile phones - compared to 1.5 billion TV's and only 1.1 billion PC's worldwide.
- Nearly 85 percent of all mobile handsets are mobile web capable.
- There are more than 48 million active web users in the U.S. alone.
- U.S. Hispanics over index on just about every mobile data activity (text, mobile web, applications) versus the general market. Hispanic data users are three times more likely to download video via the mobile device versus the general market.
- Text messaging is not isolated to teenage mobile users. Nearly two-thirds of all active SMS users are 25+.
- Mobile marketing spend will reach 1.2B in 2008 in the U.S. alone, a 55 percent increase over 2007.
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