This is very true.
I have seen so many tiles pop up here in the Philippines. There are two issues.
1) The locals use cement instead of tile adhesive when installing tiles.
2) When using cement, they do not wet the tiles with water first. Cement needs water to cure. If you place cement onto a dry surface that can absorb moisture. The dry surface will absorb the water from the thin layer of cement that is touching it. The rest of the cement will cure fine but the very thin layer touching the dry material will not have enough water to cure properly. Therefore will will not stick as well.
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