Understanding the mobile universe - Findings from the MMA's Consumer Insight Briefing

With general opinion convinced that mobile marketing will be the next big trend to take off, the Mobile Marketing Association partnered with the Institute of Practitioners of Advertising to hold the first in a planned series of Consumer Insight Briefings.

Understanding the mobile universe - Findings from the MMA's Consumer Insight Briefing

Stephen WhitesideWarc

Forecasters, analysts and advertising industry-watchers of all kinds have, in recent years, been near-unanimous in their expectation that mobile marketing will become the "next big thing". The reasons for optimism are not difficult to discern. In the first instance, mobile penetration has reached near universal levels in the US and Western Europe, while emerging markets such as China and India are adding millions of subscribers every month.

Secondly, wireless devices are regarded as uniquely personal in nature, alongside being accessible anywhere, and at any time....

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