Mobile


Snapchat’s audience in the US is growing and the platform can be an effective way for marketers to reach consumers, especially millennials. According to research, more US senior ad buyers are planning to begin advertising on Snapchat than other social media sites.

Retailers increasingly offer customers mobile apps with in-store functions, and according to a September 2015 report by Poq, 71% of in-store mobile app sessions by UK users focused on the store finder.

Internet users in Japan have migrated a variety of activities to mobile devices as they have adopted smartphones and tablets, according to December 2015 research. One reason is the convenience of mobile access in any location.

Nearly half of US mobile users are interested in mobile-based account control for debit cards, like tools to help them control their spending and avoid fraud.

Passengers on France's public transport networks increasingly pass the time with mobile devices rather than print newspapers and books, according to October 2015 research.

Lisa Wood, CMO of Atom Bank, a UK-based mobile banking startup and app (set to launch in 2016), discusses how giving customers direct control of financials via mobile eases the procedures of banking by cutting out costly brick-and-mortar locations.

Brazil has Latin America’s largest mobile internet market, and according to November research, users of all ages have widely adopted smartphones.

Mobile device users are split in their preference for mobile apps vs. the mobile browser, per December 2015 research. Nearly one-third say they prefer to use both at different times.

Social network Line is big in Japan, especially among women. Its only social media rival in the country is YouTube, which has a completely different use case. And research suggests most Line users are highly engaged.

Jon Moore, chief product officer of Trainline, an online seller of train tickets for UK train services, discusses how its mobile app has streamlined the travel process for its consumers.

Many consumers are not downloading and using mobile apps because of increasing privacy and security concerns, according to 2015 research. Some have even deleted an app or stopped using it because of this issue.

Health and fitness have provided a key opening for wearables-makers, as internet users tend to be attracted to such devices to keep tabs on their activity levels. In the UK, mobile users are open to many applications that could prove relevant to wearables.

Mobile is coming to account for an ever-increasing proportion of programmatic digital ad spending in the UK. As with the wider programmatic landscape, an education phase is currently under way, but marketers are learning fast.

Mobile messaging takes up a lot of smartphone time in China, where the average user has significantly increased time spent with their device in the past year. Online video viewing takes a distant second for smartphone time.

Thomas Meyer, co-founder of Mobile Now Group and a veteran of the China mobile scene, encourages Western brands to advertise and sell via WeChat.

Magnus Jern, president of the Mobile Application Solutions Division at DMI, a creator of mobile apps for global brands, discusses how consumers are using mobile apps to influence purchasing decisions, conducting research and shipping in-store purchases to their doorstep.

Mobile video advertising brings a lot of value to marketers, primarily increasing brand awareness. It also helps with lead generation and better engagement, according to a December 2015 survey.

Mobile connections have plateaued in Chile, but users are still making moves to switch to faster-paced mobile broadband connections. 4G connections more than doubled between 2014 and June 2015.

Most smartphone users Spain have fewer than 10 apps installed on their smartphones, according to September 2015 research. While the share dips to 44% for 26- to 35-year-olds, the total across all demographic reads largely the same. But are users simply uninterested in apps, or are they simply downloading them for a short time?

Rob Cushen, managing director of EMEA for mobile app development studio Intellectsoft, speaks on the importance of having a layered app experience and how streamlining multiple technologies leads to an engaging user experience.