The State of Mobile Marketing in Asia Pacific report, published by Econsultancy in partnership with the Mobile Marketing Association Asia Pacific, takes a close look at how APAC organisations and agencies are responding to the ever-expanding reach and importance of mobile. The research looks at the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area. The report is based on a survey of more than 800 companies and agencies, carried out in July and August 2014.

The findings, also available as a 60+ slide presentation, are presented for Asia Pacific overall, with key charts broken down for Asia, Australia, China, India and Singapore.

Country-specific presentations

There are also individual presentations available for:

What you’ll learn

The survey findings are divided into the following sections:

  • Mobile traffic and revenues
  • Mobile strategy
  • Mobile channels and technologies
  • Mobile budgets
  • Understanding and measurement
  • Barriers to mobile success

Highlights include:

  • Investment in mobile is on the rise, but few organisations have a strategy in place
  • Mobile coupons, mobile commerce and location-based marketing emerge as investment priorities
  • Measurement is a major stumbling block

Who should read this report?

The report is essential reading for both in-house marketers and agency professionals based in Asia Pacific, as well as those outside the region looking to conduct business in APAC, who want to understand how the mobile marketing landscape is evolving in the region, the extent to which companies are committed to mobile, the channels and technologies they are using, and the challenges they face in improving their capabilities in this area.