1、Airship in partnership with EMARKETERThe State of Mobile Strategy:3 Steps to Avoid Fragmentation1CRE ATED IN PARTNERSHIP W I T HThe State of Mobile Strategy,and 3 Steps to Avoid FragmentationAirship in partnership with EMARKETERThe State of Mobile Strategy:3 Steps to Avoid Fragmentation2Mobile devic

2、es have been one of the most transformative modern technologies,changing the way people learn,interact,buy,and engage.With more than 5.44 billion mobile phones worldwide,67.0%of the population will use a mobile phone in 2025,according to March 2024 data from EMARKETER.By 2026,nearly half(48.8%)of th

3、e total time spent with digital media in the US will be on mobile devices.Given that level of attention,youd think organizations would have seamless strategies to leverage the medium.They dont.According to new research by Airship,in partnership with EMARKETER,many brands struggle with a disconnected

4、 mobile strategy,lacking the centralized ownership necessary to create a cohesive experience,with the mobile device at the center of a customers interactions.While some brands have dedicated teams,many are still challenged by insufficient resources,talent,and misalignment within their organizations.

5、Despite those obstacles,most brands recognize the importance of a unified mobile strategy,acknowledging that fragmentation is a major barrier to success.Having a disjointed mobile strategy can create an inconsistent customer experience,which,in turn,can harm customer engagement rates and revenue gen

6、eration,the top two measures of mobile success in our survey.This report details the results of an October 2024 survey of 120 B2C global brands,designed and analyzed by EMARKETER and Airship.It explores how mobile strategy is positioned within B2C brands and how brands are working toward a more unif