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Data usage on smartphones continues to outpace voice usage, according to the latest installment of the Consumer Intelligence Series from PricewaterhouseCoopers, which looks at consumer desires and concerns about mobile marketing.
As smartphones continually find new ways to integrate into users’ lives in different ways, apps are collecting huge amounts of user data, which can enable marketers to carefully target ads and evolve their marketing beyond the prime consumer concerns of relevancy and saturation.
Among the things PwC noted in the study is a need for advertisers to develop a mobile-first strategy and be innovative in developing experiences and new content that users may find valuable.