Mobile ‘a behaviour not a tech’ now central to sports marketing

July 28, 2016 10:38

The use of mobile has evolved into a behaviour in its own right that is becoming increasingly central to people’s enjoyment of sports, the head of mobile for Group M has claimed.

Venessa Hunt told Mumbrella Sports Marketing Summit guests in Sydney today that for a generation ‘which had grown up with the internet, people had become so reliant on their mobile devices those under 34 were spending two months, 24 hours a day, of every year on their mobiles. “63% of all digital time is spent on a mobile device,” Hunt told the summit.

“Mobile is a behaviour not a technology. And that behaviour will influence every single strategy that you have the whole way through a product, the whole way through content, the whole way though actual communication with fans.”

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics