The next upside for advertising in America was supposed to be a new mass-market opportunity. Theoretically, mobile devices provide the most personal and direct ways for marketers to reach consumers with Ads. eMarketer estimates nearly 80 percent of the U.S. population has a mobile phone as of 2010. And yet, most U.S. marketers are slow to take advantage of the opportunity. According to an April 2010 survey by eROI, less than a third of U.S. marketers think optimizing the mobile marketing experience is important to their customers. Almost as many are unsure and nearly a quarter are "testing" the value of mobile optimization. Despite the number of marketers testing mobile, apparently they're not serious tests. In fact, 63 percent of marketers told eROI they were not measuring how many of their email subscribers were viewing messages on mobile devices. And, mobile-optimized messages were sent by only 25 percent of respondents. Usage of marketer websites via mobile
TMT Market Research Summaries and Analysis