If the government makes good on its promises, within two years 98% of the UK will be covered by 4G.

This is big news for marketers, as finally brands and agencies will not be hampered by the constraints of slow internet speeds – broadband will have caught up to mobile capabilities.

What does this mean in practical application? Well, it’s pretty obvious that consumers presented with quicker speeds are going to use their mobile more. Those who previously wouldn’t have bothered taking one minute to check a price in-store against that of a competitor will be more willing to do so if it only takes a couple of seconds. Read more »