PwC - Smartphone is becoming a major advertising outlet

Smartphones are likely to be one of the main outlets for advertisers over the next few years, according to industry analysts.PricewaterhouseCoopers (PwC) believes that many people are cutting back on discretionary expenses during the economic downturn, with consumers sacrificing purchases such as holidays and eating out.However, the organisation said this does not extend to people's mobile phones, as they are now ubiquitous and becoming increasingly dominant.As a result, PwC believes marketers could exploit their growth and disseminate advertisements through handsets.Dr David Jacobson, director of emerging technology at PwC, commented: "The intimate nature of the smartphone is being recognised as a powerful mechanism for capturing the intentions of the specific user who has made known his/her interests and preferences."He added that advertisers may wish to reconsider where they are putting their ad spend and embrace the smartphone sector more heavily.According to figures from the GSMA, more than four billion consumers across the world now use mobile devices.

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