2014年华通明略泛媒调查发现中国消费者已经把34%的媒体时间分配给了手机。而移动营销上的投入还不到整体营销投入的10%。显然,营销者在这一轮的媒介变革中落后了。移动互联网的发展还处在初级阶段,消费者在移动互联设备上所花费的时间只会增加,不会减少。消费者使用移动互联网的目的、场景、功能都与PC互联网有较大区别了。消费者使用移动互联网不仅仅是阅读传统的媒体内容,而是更多的主动查询信 In 2014, Huatong’s Transparency Media Survey found that Chinese consumers have allocated 34% of the media time to mobile phones. The investment on mobile marketing is less than 10% of the total marketing investment. Clearly, marketers lag behind in this round of media change. The development of mobile Internet is still in its infancy, consumers spend more time on mobile Internet devices will not increase. The purpose of consumers to use the mobile Internet, scenes, features and PC Internet have a greater distinction. Consumers use the mobile Internet is not just read the traditional media content, but more active inquiry letter