Study Concludes Consumers More Open to Participating in Mobile Marketing Campaigns

The Mobile Marketing Association (MMA) reported key findings of its annual attitude and usage study on mobile marketing effectiveness. The study measures both the perceptions and usage for wireless and text messaging. It also measures overall receptiveness to and participation in mobile marketing initiatives. The study of more than 1,800 consumers age 13 - 65 pegged “mobile consumers” as those who are more educated about the features and functionality of their devices and who are engaged more frequently in mobile marketing campaigns.

The study also revealed that the youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.

The research findings also indicate:

• Forty-eight percent of the respondents reported their wireless phone usage has increased significantly over the last year.
• The average consumer uses approximately 4.8 features on their mobile phone.
• Sixty-nine percent of survey respondents indicated that they use text messaging, and 44 percent use it daily (up from 41 percent in 2005).
• Of those respondents who have participated in mobile marketing campaigns, their participation in voting campaigns has significantly increased, from 8 percent in 2005 to 29 percent in 2006.
• The highest regarded mobile marketing services include downloads, coupons, and alert-based services.

Wayne Irwin, President, LogicaCMG Telecoms, North America, a member of the MMA’s Metrics Committee points out that the study, “demonstrates that consumers are becoming increasingly dependant on their mobile phones and that they recognize these devices as being able to provide additional value ? over just voice [service]. Second, consumers are not only increasing their acceptance of mobile marketing, but are showing this acceptance through increased participation in marketing programs.?

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