By Jim Clanin
EMarketer estimates mobile Internet access, through either traditional browsers or installed applications, will see significant gains during the next five years, reaching 134.3 million U.S. mobile Internet users in 2013. That’s up from 73.7 million in 2009. Many historic barriers to mobile Internet usage — cost, complexity and poor user experience — have begun to recede. For many marketers, mobile applications constitute an increasingly necessary avenue for reaching and engaging with their customers, but the essential challenge remains: To understand consumer behavior and craft experiences that resonate with a target audience and integrate with other channels.
