The majority of marketers believe that the mobile internet will be the fastest growing sector over the next five years, new research has indicated.
According to a study conducted by the Internet Advertising Bureau (IAB), 73 per cent of those in both the traditional and online marketing services industry take this view, with 95 per cent of advertising budgets including spend on mobile.
Furthermore, it was shown that familiarity with such activity has grown in the last year, with 42 per cent of respondents rating their knowledge and understanding of the medium as six out of ten or higher.
In terms of the future, 13 per cent of agency members questioned forecast they would be spending between 11 and 20 per cent of their digital budgets on mobile in 2011, up from the six per cent currently doing so.
This comes after Nick Suckley of agenda21 digital recently remarked that marketing over handsets is not indicative of consumer use of the mobile web.
He observed that 2009 will not be seen as "the year of the mobile".
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