A report from DM2PRO and Quattro Wireless predicts mobile app usage will soar for 2010, though spending on social apps will stagnate even though marketers have already developed applications.
This year, the platform of choice is iPhone, although it came in second for 2009. Last year, Facebook was the top platform, with 78.9% of marketers using the social networking site for applications.
The primary reason marketers used a mobile or social application was engagement, though social sites were perceived better for engagement and other top goals including audience targeting, sharing, branding and reach.
Approximately 45% of marketers developed mobile applications to increase mobile usage by a target audience.
Source: eMarketer; January 21, 2010
