MERCADEO Versión en español
Research reveals that mobile is not just for millennials
Manuela Walfenzao| 17 de julio de 2015
La industria automotriz lideró el proceso de optimización de sus aplicaciones
This week several reports on the world of mobile advertising were published. The IAB Top 250 Mobile Audit analyzed the proposal of several advertisers in the UK and discovered that some still fall short regarding technology. On the other hand, ComScore reached the conclusion that mobile is not just for millennials. 84% of the brands evaluated by IAB have optimized their mobile website, but only half are responsive. Surprisingly, 7% still has no mobile presence, neither in a web site nor in an app. 75% of the audited brands launched a campaign to promote their mobile presence in 2014, but 10% did it without optimizing their website, which can increase friction in the user experience. Only 72% optimized their mobile sites, and 46% their apps. The automotive industry topped the optimization process of their apps, mobile ads and research. ComScore published its Global Mobile report: How Multi-Platform Audiences & Engagement Compare in the US, Canada, UK and beyond. This revealed how much time people spend on digital media. In the US, 61% do so from mobile devices and 39% on desktops. Another of the main findings is that it is a mistake to dismiss mobile as a medium just for millennials. ComScore´s research proved that in the US, people between 35 and 54 spend 63% of their time online through a smartphone or a tablet.
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