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GameHouse Partners Blog

According to a recent Nielsen Mobile Insights study, there is a slight discrepancy in smartphone ownership between various ethnic and racial groups. Based on recent survey data, minorities are more likely than white people to own smartphones.

For example, the study found that 67% of Asian American mobile subscribers owned smartphones, along with 57% of Hispanics and 53% of African Americans.

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A recent blog post from an investor named Jean-Louis Gassée raised some provocative questions about the future of mobile advertising, and suggested that mobile ads are never going to work as well as print and online display ads, and will never be as lucrative for advertisers and publishers as these older forms of advertising.

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In-app mobile advertising is seeing some of the biggest growth of all advertising media, and is becoming a major revenue source for app developers. The reason why: Smartphone users are spending more and more time with apps, not with web browsers.

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Many mobile advertisers make the mistake of thinking that “if we build it, they will come” – that simply by purchasing some cost-per-click (CPC) advertising, the clicks will soon come and the sales will soon roll in.

Of course, the reality is more complicated.

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Mobile marketing is still a relatively new phenomenon, especially for companies that are outside of the typical “tech” sector. As a result, many organizations are just starting to open up to the possibilities of connecting with customers via mobile devices.

As is so often the case, in a new and fast-growing market, there are many advertisers who are taking a short-term, fly-by-night approach to mobile marketing.

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