Powermat: Driving brand awareness through a location-based mobile app
Geoffrey Precourt Warc
At the third-annual Mobile Marketplace conference of the Interactive Advertising Bureau (IAB), Hans Fredericks, vp/marketing solutions at comScore, made the argument that mobile devices are now so pervasive in the US that they've created a number of secondary societal effects.
He estimated the audience of users over the age of 13 at 234 million; of those, 45% own handsets with 3G capability (an increase of 26% over the same time in 2090); 24% have unlimited data plans (a year-to-year increase of 51%); and 21% have smartphones...