Top monthly news from the mobile & tech industry selected by Neomobile for August, 2015

More Growth Ahead for Mobile Gaming in Germany

According to the latest insight by eMarketer Mobile gaming is now relatively widespread in Germany. As smart handsets proliferate and top game developers look to mobile platforms for new revenue streams, tens of millions of residents now play regularly. But how does this behavior vary across demographics, and where is the German mobile gaming market headed? To find out, Deloitte surveyed 2,000 internet users in Germany ages 18 to 75 in July 2015.

Frequency with Which Internet Users in Germany Play Mobile Games, by Age, July 2015 (% of respondents)

According to the Deloitte report, Germany is well past the stage when only “early adopters” were interested in mobile games or likely to be active players. By now, mobile gaming has become part of “the new, digital lifestyle” and attracts people of all ages. Fully 37% of the adults polled said they played a mobile game at least once per week. Of those, 14% said they accessed games on their smartphone or tablet every day.

Click here for full article by eMarketer

Efficiency Rules for Programmatic Buyers, Sellers in Europe

Latest research by Interactive Advertising Bureau Europe (IAB Europe) shows that whether you are an advertiser or agency, or a publisher in Europe, investing in programmatic is attractive for its efficiency.

In June 2015 polling, targeting efficiencies were the No. 1 reason for both advertisers and agencies to invest in programmatic. On the sell side, publishers were looking to maximize the value of their inventory.

Top 5 Reasons for Investing in Programmatic According to Advertisers, Agencies and Publishers in Europe, June 2015 (% of respondents)

Click here for full article by eMarketer

Path-To-Purchase: How Smartphones Are Disrupting Consumers’ Retail Journeys

MEF brings the insight in the results of research conducted by InMobi in partnership with YouGov, that surveyed around 3,000 smartphone users in three key markets (Australia, Indonesia & India) to determine what drives people to shop via mobile.

Here are the research highlights:

  1. Mobile devices play a significant role in the purchase journey: The survey found that while most smartphone users already prefer to use mobile devices over PCs for inspiration and information about FMCG/retail products, more than a third of them plan to use their devices for retail purchases in the next 12 months.
  2. Information they are seeking on mobile: Most respondents, nearly half, used mobile devices (smartphone or tablet) in the research and evaluation phase of the journey. They highlighted price comparisons and detailed product information as the top two types of content that inform purchase decisions.
  3. Use of mobile apps remains high: When it comes to researching products, smartphone users most frequently download price comparison apps. Also popular are grocery coupon apps, barcode scanners and shopping list apps.
  4. It is a high-conversion channel: The study highlights how mobile advertising helps drive the consideration and purchase of retail goods. After seeing mobile ads, nearly half of them have sought out information at least once in the last six months: visited a store, located directions on a map and have called a retailer.
  5. Ad formats that create high impact: Ads with special deals, promotions or coupons had the greatest resonance among smartphone users. This is followed by ads featuring the latest products and prices.

Click here for full article by MEF