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Although most brands have invested in basic mobile optimization, user experiences continue to be plagued by careless execution and faulty features. Brand strategies have been reactive rather than proactive, and mobile apps regularly fail to present compelling value propositions. As the importance of mobile grows, brands must not only meet baseline expectations, but also innovate with forward‑looking, mobile‑first investments. L2's Intelligence Report: Mobile 2017 evaluates the mobile competence of 100 consumer brands within nine verticals across mobile site, apps, email, search, and display advertising.