Marketing - Mobile

For the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent.

Fewer people in the US are accessing social networking sites via computers, with the majority of users now exclusively on mobile devices. We forecast that 51.7% of US social network users will be mobile-only in 2019.

The potential applications for 5G have the mobile market abuzz as many wonder how the network’s faster speeds and lower latency will revolutionize the industry. Each “G” iteration came with its own unique values … 1G brought us voice, 2G messaging, 3G the Web, and 4G unleashed video, so what about 5G? See predictions for what it will—and won’t—do.

As the industry trade body focused on architecting the future of marketing, the Mobile Marketing Association (MMA), announced the results of a Cognition Neuroscience Research project. In collaboration with The Advertising Research Foundation (The ARF) and Neurons Inc., the MMA set out to understand how consumers process information in a mobile environment.

With newer generations coming into the consumer fold, the U.S.’ mosaic of buyers grows more diverse. As such, measuring these audiences has become increasingly pertinent—not only because of the value of representation, but because these audiences are helping to shape the future of how we consume and communicate. Women and multicultural consumers have become a driving force in tech and media, particularly when it comes to handheld devices. Mobile devices’ avenues for content and their wide availability are giving power to these diverse groups.

Adsmovil announced the launch of its audience data platform, ‘Adsmovil Personas,’ which will allow brands and agencies to target U.S. Hispanic audiences via decoupled data from their preferred DSPs at scale.

The 2018 global mobile consumer survey marks the eighth-consecutive year that Deloitte has assessed and analyzed consumer attitudes about mobile technology. It confirms the central role smartphones continue to play in the connected ecosystem, while other devices face an inflection point.