Even with budgets moving their way, Spain’s mobile marketers face a tough challenge. As in other relatively advanced mobile cultures, such as the UK and US, advertisers are finding it hard to keep pace with the evolving habits of the millions of residents who have taken to mobile devices and now use them in virtually every area of their lives. eMarketer estimates that 22.3 million people in Spain will use a smartphone this year—and the number will reach 26.0 million in 2015, or nearly 54% of the population. Read the rest at eMarketer.
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