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1、AdReaction2012–GlobalReportMarketingintheMobileWorldAdReaction2012focusesonmobileadvertising.Throughthisresearch,weprovidemarketerswithmobileinsightsandaroadmapfornavigatingthemobilelandscape–alltosupportbrandgrowth.AdReactionSmartphoneandtabletownership,andtimespen
2、tonmobile2012devices,arerocketingaroundtheworld.Aswebecomeamoremobile-basedsociety,itisclearthattherelationshipsGLOBALOVERVIEWbetweenconsumersandtheirmobiledevicesareunique,andthatwhilemobilemediapresentsmanynewmarketingopportunitiesitalsopresentsmanychallenges.Mark
3、etingintheThisreportfirstreviewshowindividualsuseandrelatetoMOBILEsmartphonesandtablets,beforeexploringattitudestowardmobileadvertisingandtherolesthatmobilecanplayintheWORLDmarketingmix.Wethenidentifyrulesofengagementthatmobilemarketersneedtorespectinordertobesucces
4、sfulinthisintimatespace.Finally,wewrapupwithbestpracticeguidancefordeliveringeffectivelyinthemobileworld.2ResearchDesignFormorethan10years,AdReactionhasdeliveredinsightsandfindingsrelatedtotheopinionsandperceptionsofadvertising,particularlydigitalformats.AdReaction2
5、012deep-divesintomobileandtabletadvertising.AdReaction2012QUANTITATIVEQUALITATIVEWho:Smartphoneand/ortabletusers;Who:Smartphoneand/ortabletusers,totalofover6,000interviewsnon-rejectersofmobilemarketingWhat:MobileusageandattitudesWhat:Deepdiveintomobileadvertisingtow
6、ardsmobileads,apps&attitudesviaindividualexampleswebsitesHow:Mostlyonlineinterviewing,someHow:Mostlyonlineforumswithfollow-upmobilesurveysdepthinterviews3RespondentswererecruitedbetweenAugust–October2012Conductedin18countriesaroundtheworldU.S.CANADA*FRANCE*SPAINGERM
7、ANYTURKEYITALYUK*CHINAKOREA**INDONESIA**MEXICOINDIATHAILAND**KENYABRAZIL*NIGERIASOUTHAFRICA4*Quantitativeonly;**Qualitativeonly1.Mobiledevicesareincreasingly2.However,whilemostcentraltoourlives,sothereisconsumerswilltoleratemobilehugeopportunityforgrowthinmarketing,
8、fewconsumersaremobilecommunicationsfavorabletowarditKeyFindingsATAGLANCE3.Mobileishighlyeffectiveat4.Theindustrycanimprove5.Marketerscanus
