And only 17 per cent use proper mobile analytics tools.
Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. It found 83 per cent of brands do not use mobile specific analytic tools, which it says leads to inaccurate data on campaigns performance.
Of those that do implement some form of campaign analytics, only 17 per cent said they'd sourced a specialised mobile solution designed to measure mobile user behaviour accurately and consistently. And 27 per cent to not implement any analytics at all.
More encouragingly, over 90 per cent of those surveyed said they will increase their mobile advertising investment in 2010.
“The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard,” said Ray Anderson, CEO of Bango. “
Yet 8 out of 10 of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns.”
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