Fragmentation and consumer privacy concerns are main barriers to mobile marketing growth in UK

Zoe McCready

An overview of practitioners' perceptions of the barriers to mobile marketing growth in the UK.

The fragmentation of the mobile ecosystem and consumer privacy concerns have become the top two barriers to the growth of mobile marketing and advertising in the UK, according to new survey data from WARC and the Mobile Marketing Association (MMA) based on responses from 106 practitioners.

The latter can be seen as a consequence of brands implementing the General Data Protection Regulation (GDPR)which has become recognised in law as of May 2018 (this survey was conducted from March to April 2018). Marketers are also observing the repercussions of brands that have...

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