It is clear they consider it a necessity for doing business. But there is still a sense of unease about what works and doesn’t work as well as how best to manage the effort, according to a new eMarketer report, “Social Marketing Update: Eight Trends to Help Prepare for 2015.”
The study found that just over one-quarter of US mobile phone users had made a purchase via a retail mobile app. And despite the fact that one-fifth of respondents showed interest in buying something via a retail store or brand app, the percentage of mobile phone users who had no interest was more than 2.5 times that, at 54%. Read the rest at eMarketer.