The Digital 'Lifeline': Mobile's role in emerging markets

This report from the ARF's Audience Measurement conference covers research into mobile usage trends in emerging and developing markets, and concludes that these areas will provide most growth over the coming decade.

The Digital 'Lifeline': Mobile's role in emerging markets

Geoffrey PrecourtWarc

Most marketers agree that the mobile 'revolution' is well underway globally. New research from the University of Southern California (USC) supports that contention, with a series of insights from developing countries.

In a presentation to the Advertising Research Foundation's (ARF) Audience Measurement conference in New York, Lucy Hood, Executive Director, Institute for Communication Technology Management (CTM) at USC's Marshall School of Business, observed, "Emerging economies is where the most significant [mobile] growth will come in the next 10 to 15 years."

Growth will come in vast markets...

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