Mobile marketing report ‘will aid campaign success’

A report in to mobile audience metrics will aid firms in creating and running marketing campaigns, it is claimed.

The study, from international mobile body GSMA and a task force including Telefonica, Vodafone, Orange, T-Mobile International and 3, will take the guesswork out of mobile marketing, GSMA says.

“Access to transparent measurement is essential in establishing mobile as a legitimate advertising medium,” comments Rob Conway, chief executive officer and board member of the GSMA.

This is the first time marketers have had access to this sort of mobile audience data, he continues, and will enable them to better-plan marketing campaigns.

Results of the research show that mobile users spend the most time browsing Facebook on their handheld devices, at an average of 24 minutes a day.

Most mobile internet use takes place between 7 and 10am and 48 per cent of total users are aged 18 to 34.

Last week, the Mobile Advertising UK project was launched to document the mobile advertising industry in the UK.