In collaboration with Tigerspike, the IAB has conducted a research study amongst mobile specialists in client side organisations. The research, performed by the insight consultancy Work Research, aims to understand the decision process behind choosing a mobile supplier, and the context in which those decisions are made.
On the one hand the clients that we spoke to view mobile as an established part of their business. It has been identified as a strategic priority, they have responsibility for it, and the strong uptake in devices is driving more and more interest (and more opportunities).
On the other hand they acknowledge that mobile is at an experimental stage of its life within their business. Budgets are still small, activity is on a ‘test and learn’ basis, the landscape is relatively free of standards and there are knowledge gaps even for the most experienced practitioners.
This is reflected in their answers to the screening question, with 34% claiming responsibility for mobile, 50% claiming involvement and 14% saying that mobile is an emerging part of their role.
