Posted by & filed under International Business, Management, Organizational Behavior.

Description: In the battle between the mobile web and native apps, advertisers have already declared a clear winner, at least in the US. eMarketer estimates that more than three-quarters of mobile ad spending in the US—a figure equal to $45.26 billion—will flow to native apps this year, with the balance spent on the mobile web.


Date: Oct 20, 2017


Questions for discussion:

  • What does the research suggest to online advertising managers?
  • Explain consumer attitude toward online adverstising and why these research results are so important to managers?