Dive Brief:
- A survey from AdMedia Partners says that 63% of marketing executives worldwide estimate mobile’s contribution to their business at less than 20%.
- Most executives expect mobile’s share of business to grow over the next two years, no matter how much mobile contributes currently.
- Adults are spending more time on their mobile devices to access digital video, social networks and digital radio platforms.
Dive Insight:
No matter how much business is coming from mobile, according to a survey released by AdMedia Partners last month, that amount is going to get bigger. Almost two-thirds (63%) of marketing executives at companies worldwide say they are less than 20% mobile, but only 24% of those same executives expect their mobile numbers to stay small.
Among the executives surveyed, 23% estimated their businesses at 20% to 40% mobile today, while 41% expected their businesses to reach that share in two years. And 15% said their businesses would be more than 60% mobile by the end of 2017, up from just 3% today.
Businesses are going mobile because that’s where customers are. Time spent on mobile devices overall and as a share of media time continues to rise, eMarketer says, with adults turning to portable screens for entertainment and social networking. Digital video, for example, will account for one-fifth (20.3%) of time spent on devices by 2017, up from 9.5% in 2011.
