The report: the State of the Industry: Mobile Marketing in EMEA, from Warc and the Mobile Marketing Association, is based on a survey of 378 marketing and advertising professionals from 42 markets across the EMEA region. 

The survey found that almost all respondents ( 91%) are planning for increased mobile budgets in the next 12 months, and 45% anticipate growth in excess of 25%. But consumer privacy concerns (mentioned by 36% of respondents), as well as issues like inconsistent metrics ( 34%) and lack of skills ( 28%) are seen as the largest barriers to the growth of the mobile marketing industry in EMEA.

With regard to use of emerging mobile marketing formats, 65% of respondents said they would be adopting mobile video in their marketing activities over the next year, while 56% intend to make use of location data.

When asked about expectations over the next five years, 44% expect to adopt mobile wallet technologies, 42% expect to use virtual reality and 41% augmented reality technologies.

“It’s clear from these findings that marketers are making the necessary investments to realise mobile’s potential,” said David Tiltman, head of content at Warc.

“The definition of ‘mobile marketing’ continues to expand – and the strong interest in mobile video and location-based data underlines marketers’ eagerness to test emerging formats and technologies.”