According to statistics released today by Bango, the mobile analytics and payment specialist, 83% of brands do not use mobile specific analytic tools, leading to inaccurate data on campaigns performance. Of those that do implement some form of campaign analytics, only 17% said they'd sourced a specialized mobile solution designed to measure mobile user behavior accurately and consistently. Even more surprising 27% admit to not implementing any analytics in their mobile campaigns.
Bango surveyed over 100 participants in a webinar run in late 2009, including brands, agencies and specialist mobile providers. Over 90% of these brands said they will increase their mobile advertising investment in 2010. Global spending on mobile advertising in 2009 was US$500 million (according to Juniper Research).
"The positive from this data is that mobile marketing is in growth mode, at a time when other forms of advertising are being squeezed hard," said Ray Anderson, CEO of Bango. "Yet 8 out of 10 of those surveyed do not take the essential step of implementing mobile analytics to capture accurate user data. Accurate and comprehensive reporting is what will drive brands to focus more on their mobile marketing campaigns."
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