Non-mobile exposures are driving the smartphone search revolution
Google released mobile statistics which should prove to be a great reminder for newspapers that the power of mobile is enhanced when partnered with other advertising mediums. 66% of smartphone owners say they have conducted mobile searches after seeing an ad on another medium, including newspapers. While 35% of smartphone users say they have purchased an item via their mobile device, newspapers need to remember (and educate advertisers) that mobile search is itself often just a stepping stone on a longer path to purchase. The key is to bundle every mobile offering with print and/or online. Mobile alone will appeal to younger audiences, but it is certainly not the best option for the advertiser…nor the newspaper.
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