by: eMarketer.com

Mobile is more and more a go-to channel to reach consumers. With more than 75% of the US population now subscribing to a mobile phone service, according to eMarketer, and nearly 114 million consumers expected to access the internet via mobile this year, mobile is a no-brainer for marketers.

But since many marketers are just launching mobile programs, uncertainties abound, including whether consumers prefer mobile apps or the mobile web.