Australian agencies ‘surprising lack of urgency’ for mobile
An article in Mumbrella today has revealed data from a new report from Google focussing on Australian smartphone usage. According to Mumbrella, Google’s head of mobile advertising in Australia Jason Pellegrinio has identified to two key trends in the Australian market:
1. The lack of understanding around mobile integration with other communication channels
2. The ‘surprising lack of urgency’ around the move to mobile compatible platforms by agencies and clients in Australia
These trends are supported by the report which revealed that 57% of smartphone users actively searched on their mobile device after seeing an ad on TV and 61% of mobile users are unlikely to return to a site they had trouble accessing from their phone. The figures come from a study carried out by IPSOS and Google and can be found on the Our Mobile Planet site. The site has a great interactive tool for compiling your own country specific data and charts on mobile usage
You can read the full article Australian Mobile Users More Sophisticated Than US or UK counterparts says google Australia on Mumbrella.
Tags: Australia, Mobile Advertising, Research
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