Mobile payments expected to have impact in APAC marketing

An overview of the consumer behaviours most significant to mobile marketing in Asia-Pacific.

Mobile payments are expected to have a significant impact on marketing in Asia-Pacific according to new survey data from WARC and the Mobile Marketing Association (MMA), based on responses from 308 practitioners in the region.

With 45% of respondents also viewing mCommerce as another significant behaviour, the evolving use of finance in mobile apps such as WeChat and Alipay is perceived to become an effective way to reach consumers.

At 43%, watching video is also seen as a noteworthy behaviour for marketers as it has been the top format of...

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