Infinita has just announced a new report that focuses on the mobile advertising and marketing efforts in Japan. The report discussed how, although mobile usage in Japan may be at an all time high, with the number of users growing and the number of services the users have access too is also growing, there is still not a strong enough connection between mobile advertising and actual spending by consumers. This may be disconcerting information to marketers, since they may have thought that mobile advertising was an untapped resource and now it is not proving especially useful as it was predicted to be.

Infinita is a research group that provides businesses with information about marketing, production and development of products, technical consultations, and international business facilitations. Infinita provide Japanese businesses with information that works to help their business grow through recommendations and research that points to the most useful things businesses can do to gain and keep their clients.

During the 6 years from 2000-2006, the amount of time that users were spending using their mobile devices grew four times, but marketing geared toward their mobile related spending only accounts for 1% of spending by advertisers. So maybe the problem is that marketers are not taking advertising to the mobile public as seriously as they aught to. Especially, considering that 25% of users in Japan’s mobile device users actually do respond to mobile advertising and follow through to sign up for a promotion or make a purchase from an ad that has been sent to them electronically. Of the 75% that do not actually make a purchase, a third actually click the ad and express interest, but do not make a purchase. So these efforts are certainly not being ignored by the mobile public.

Source: infinita.co.jp; wirelesswatch.jp

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