ANA survey finds 88% of marketers will use mobile

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New York—A new study by the Association of National Advertisers and the Mobile Marketing Association found that 88% of marketers plan to use mobile marketing this year.

The study, "ANA Mobile Marketing Survey," was based on an online survey of 97 marketers, conducted in September and October.

It found that the use of mobile is up this year from 62% of marketers that used mobile marketing last year.

However, only 25% of marketers rated their mobile efforts to date as “extremely” or “very successful,” while 53% said their mobile efforts have been only “somewhat successful.”

“Mobile is clearly a fast-growing platform for marketers, but it has yet to attain its full potential,” said Bob Liodice, president-CEO of ANA, in a statement.

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