According to eMarketer estimates, there will be a projected 242 million mobile users in the United States by year-end, helping to spur the mobile applications race between consumer products brands.
The CPG industry spent nearly $2 billion on advertising in the U.S. in the first half of 2009, according to TNS Media Intelligence. Even with that spend, consumer products marketers—including food, beverage, liquor, quick-service restaurants, household products, personal care, pet and apparel brands—are increasingly turning to mobile applications to get an edge in the competitive market.
“Some consumer products marketers might not need apps—just because a lot of brands have mobile apps, doesn't mean all brands need them,” said Tobi Elkin, writer/editor at eMarketer, New York. “There's a lot of ‘me too’ in the marketplace.
Read more on how FMCG / CPG brands are getting on with the Apps.