There is "tremendous" scope for growth within the mobile marketing arena, a new report suggests.
The study shows that, while four in ten respondents currently spend a maximum of two per cent of their budgets on mobile campaigns, one third anticipate increasing that by more than a quarter over the next 12 months.
Steve Leonard, general manager off-deck with the organization, comments that although current investment is low the results of the research point to huge potential within the sector.
He states that the current challenges faced by the industry mirror the issues marketers faced in the early days of the web.
"Advertisers and marketers were slow to enter the new, unknown online world as were consumers, especially around premium services," Mr Leonard adds.
Research newly published by Nielson reveals that Google has the biggest mobile search audience share, with more than six in ten consumers who access search facilities through their handsets using the engine.
Yahoo! has the second-biggest market share, with 18 per cent of users accessing it.