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| Is Mobility Recession-Proof? |
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Brands' curiosity in experimenting with mobile is outweighing any pressure on advertising budgets caused by the current economical recession.
"Mobility could be recession-proof and be one of the strongest ways of effectively marketing in tough economic times," said Joseph Porus, vice president of Harris Interactive.
"I don't see much direct impact on mobile marketing for the near term," said Neil Strother, analyst at JupiterResearch.
"One upside is that mobile marketing may be seen as potentially more effective, meaning its allocation of total advertising spend may be greater given that advertisers may want to use their money more effectively given the economic environment," said Michael Wolf, analyst at ABI Research.
"In fact, mobile device upgrade intention is today the highest it has been in 31 months," said Nic Covey, Chicago-based director of insights at Nielsen Mobile. .
From a device perspective, sales of the iPhone and comparable devices and the buzz around new devices such as the HTC Dream and BlackBerry Bold suggest that consumers are just as eager to upgrade their devices as ever.
This effectiveness can be attributed to the fact that the mobile phone is no longer a luxury for the American consumer - it's a staple of daily life. |
