Report: 88 Percent of Marketers Plan to Increase Mobile Spend in 2012

A new report and survey out from AT&T recently indicates that 88 percent of marketers plan to increase spending on mobile campaigns in 2012.

AT&T conducted a survey in September that included 501 marketers at US-based companies with more than 1,000 employees.  Interestingly, while 88% of those surveyed said they’d be increasing mobile spending next year, a full 66% agreed that mobile barcodes will drive the most innovation in 2012.  According to the survey data, the top mobile programs next year will be mobile apps (cited by 43% of respondents); followed by mobile barcodes (41%); banner ads on mobile devices (40%); mobile websites (35%); and SMS messaging (34%).

As with all relatively small survey samples, and the fact that AT&T sponsored the survey, we’re taking this one with a grain of salt.  Still, quick hit surveys like this always give us a glimpse into what marketers deem the most important or the most interesting concepts as we enter a new year.  What do you think?  Do you agree with the results?  Do you feel mobile barcodes will drive the most innovation in 2012?