The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce).
To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.
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