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The number of Philippine marketers investing in mobile has increased, while marketer satisfaction over mobile's ROI has improved. These are just some of the findings from the 2nd Philippine Advertisers Attitudes Towards Mobile Marketing Survey, conducted by the Philippine Association of National Advertisers (PANA) and Mobext.

With several studies focusing on the growth of smartphone penetration and connectivity in the country, the survey is the only one of its kind shedding light on how advertisers view mobile as a marketing channel. More than that, it also serves as a comparative study to see whether market perceptions and conditions have improved or declined in the past 12 months. The survey gathered responses from 87 mid-to-senior marketers, and was conducted between July and August this year.

The study shows that:

• 54% of the marketers invest in mobile – up by 6% from 2013.
• The majority (52%) of marketers have a 'moderate' understanding of the mobile habits of their consumers. This is an improvement from last year, when the majority (45%) claimed to have 'negligible' insights.
• SMS and mobile sites are currently the top two tools being used by mobile marketers, but in the future, the top three areas they would like to explore are mobile apps, location-based marketing, and mobile CRM.
• The biggest barrier hindering more mobile spending is the lack of case studies to prove ROI. Interestingly, concerns over the limited reach of smartphones have decreased (by 44%).
• 53% of the non-investors in mobile said they will increase their efforts in the space in the next 12 months

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