Tuesday, 09, Aug 2011 03:48
Mobile marketing is changing as more people own smartphones and use the devices to access the internet.
Some 90 per cent of adults own mobiles, with the proportion of smartphone owners among them increasingly on the up, according to Experian Simmons.
Ofcom said last week that a quarter of UK adults now own a smartphone, with six in ten of them acquiring the device in the last 12 months.
And the trend seems to be continuing, which means mobile marketing is set to increase.
Experian Simmons general manager Ken Wollenberg said: "The explosion in usage of mobile technologies is an industry game-changer, and marketers need reliable insights to better understand this rapidly changing landscape."
A report by the company found 56 per cent of smartphone owners use their devices to access the internet, with social networking and shopping top priorities.
Three in ten iPhone owners want to use their phone to buy items in stores, while a fifth of social networkers access their Facebook or Twitter accounts via their mobiles.
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