Global mobile behaviour
Duncan SouthgateMillward Brown
Globally, we now spend more than three hours a day consuming mobile media but consumers remain more receptive to TV ads. Millward Brown's Duncan Southgate assesses how to convert the time spent into brand building.
It's been a long time since mobile devices were just about making calls and sending text messages. Increasingly, we are carrying sophisticated communication and entertainment devices. And as these portable screens have added more services and more data connectivity, so the time we spend with them has grown and grown.
Millward Brown's AdReaction 2014 study compares and contrasts...