Progress Business Company

Everybody shops, so the demand pull in 2013 is to facilitate shopping. The retail industry wants conversion, lead generation and loyalty out of the mobile shopping trend. The smartphone user wants real time relevance, reach and precision. Both want location to transcend proximity. The advertisers are positioned to facilitate but retailers are frustrated with the ineffectiveness of mobile ads; smartphone users are annoyed by the ad disruption; and advertisers deal with poor results relative to website results. The users continue to pull; they are waiting for features to fulfill function. They are waiting for the mobile apps that meet their needs.

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The mobile advertising market is growing fast, with more companies starting to see the benefits of reaching people through advertising on smartphones and mobile devices. Mobile advertising is not a fad or a short-term phenomenon, it’s a new medium that is going to reshape the way companies interact with consumers.

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Mobile advertising saw the highest advertising increase from Q3 to Q4 at 11 percent, according to new data from comScore. During its State of Digital Q4 2012 annoucement, a comScore executive pinpointed some of the important digital trends that impacted the last quarter of 2012, including how mobile is adding to the Internet audience and what people are doing there. The executive also discussed how consumers are engaging with mobile wallets. “We can’t ignore Internet usage behavior continuing to grow with the adoption of devices beyond the PC such as smartphones and tablets,” said Tiffany Walker, senior director at comScore, Reston, VA.

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