Mobile


Andrew Daley, vice president of marketing at Zipcar, spoke with eMarketer about how the rental car company plans to manage and operate its marketing ecosystem in 2016.

Data privacy has been a big news item of late. The VTech hack in November last year was particularly troubling for parents, but with mobile devices now so pervasive, it’s becoming increasingly difficult for them to tell their kids “no.”

Mobile devices have become a key part of the auto shopping process for US internet users, according to research. And search data suggests consumers are warming up to car shopping—and turning to digital for research at all stages of the purchase funnel.

Smartphone habits vary across Southeast Asia, according to 2015 research. But in all markets, users spend hours each day with mobile.

The market for smart watches may be heating up in Latin America, according to 2015 research. They’re the most desired wearable device in several markets, ahead of fitness bands.

Mobile video ads can be effective and valuable for many marketers, and eMarketer estimates that video will also command a large portion of ad spending allocated to digital. Publishers and advertisers are becoming more comfortable selling and buying mobile video programmatically, per research.

Since peaking in 2012, the number of text messages sent in China has been dropping each year, despite gains in the overall mobile phone population.

The Lunar New Year is a social occasion in China, where millions of people celebrate the holiday by traveling to visit family and friends. So it makes sense that social activities were also the No. 1 thing people would be doing with mobile devices during the period, according to January research.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.

Two in five mobile phone internet users in Brazil take advantage of geolocation services, according to 2015 research.

Nearly two-thirds of US internet users don’t know if their favorite fashion retailer offers a mobile app, according to December 2015 research.

Women and young people in Brazil keep their mobile social media tools close by, according to 2015 research. Instagram skews especially toward females, while young people have the greatest edge with Snapchat.

Omnichannel is quickly becoming the norm for digital video ad campaigns in Canada, research suggests.

During the Super Bowl 50, viewers were glued to their TV sets—with their mobile devices nearby. A February 2016 survey found that mobile accounted for the largest share of searches related to Super Bowl ads.

Usage of wearables, like smart watches, will grow by nearly two-thirds this year, per an eMarketer forecast. Still, cost is holding many consumers back from purchasing a device.

Like adults, children are increasingly connected to the digital world. And while parents are granting them usage of these devices, they also want features on there that they can control.

Wearables are beginning to see increasing levels of uptake in the UK, albeit relatively small levels when compared with certain other devices like smartphones and tablets. Within the wearable category, though, sales of smart watches are rising fastest.

Mobile display ad spending in South Korea tilts toward apps—but not too dramatically, according to 2015 research. eMarketer estimates that mobile ad spending overall continues to rise at robust double-digit rates.

Mobile already accounts for more than half of digital ad spending in the US, and its share is growing. Topics in this webinar include: Why even though overall spending skews toward mobile, most brands don’t think they’re spending half their digital budgets on the channel; What opportunities lie in location-based marketing beyond geofencing; Why marketers need to embrace ad IDs and cut the cookie cord; Which metrics to monitor and get the most out of mobile measurement; Why creative is in crisis on mobile

The mobile audience is not homogeneous, according to November 2015 research. And the way different groups rely on their mobile devices translates to different attitudes toward ads—and apps.