New York—A new study by the Association of National Advertisers and MediaVest, both New York, found that 85% of marketers plan to increase their mobile marketing budgets in “the near future.”

The report was based on an online survey of 68 consumer and b2b marketers conducted in the fourth quarter.

It found that 96% of marketers now use mobile or are planning to incorporate it into their marketing.

The top mobile tactics being used included mobile websites (84%), search (78%), apps (76%) and display ads (75%).

Respondents said their top objectives in using mobile included brand building/management (83%), awareness (78%) and customer loyalty/retention (74%). However, 42% of marketers said they are concerned about having proper mobile metrics in place.