Marketers Lag in Shift Online
IBM found that between 2007 and 2008, the proportion of consumers saying they used social-networking tools soared to 60 percent from 33 percent; for online and portable music services it more than doubled to 46 percent; mobile Internet nearly tripled to 41 percent; and access to mobile music and video quadrupled to 35 percent.
In contrast, 80 percent of the ad executives interviewed expect the industry to be at least five years away from being able to deliver cross-platform advertising, encompassing sales, delivery, measurement and analysis.
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