Mobile marketing booms, but consumer privacy concerns remain

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The Mobile Marketing Association and WARC's new joint "State of the Industry" report found that while mobile marketing budgets boomed during the COVID-19 pandemic, connsumer privacy concerns remain a significant barrier to growth. The top-line finding of the report is that two out of three marketers boosted their mobile marketing budgets over the past year, at least partly due to the acceleration of ecommerce following the pandemic. And while marketers appear to be more optimistic about almost every potential barrier to further mobile marketing budget growth, consumers' concern over their personal data privacy increased 10 percentage points year-over-year compared with a similar survey conducted in 2020. Regulatory compliance with consumer data privacy rules was the other large concern among mobile marketers surveyed in the report.

Report Finds Mobile Benefited From Pandemic, Privacy Concerns Remain Chief Obstacle