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.”

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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 .

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