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    New study from MMA says consumers more open to mobile marketing campaigns


    Youth market most likely to participate

    The Mobile Marketing Association (MMA) has reported key findings of its annual attitude and usage study on mobile marketing effectiveness. More than 1,800 consumers between the ages of 13 and 65 were queried, with results indicating that mobile consumers are more educated about the features and functionality of their devices and are engaging 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.

    Conducted with global market research firm Synovate, the study is said to have measured both the perceptions and usage for wireless and text messaging, as well as overall receptiveness and participation in mobile marketing initiatives.
    “The MMA and the Metrics committee are very encouraged by the findings of this study for multiple reasons,” said Wayne Irwin, President, LogicaCMG Telecoms, North America.  “First, it 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.  Second, consumers are not only increasing their acceptance of mobile marketing, but are showing this acceptance through increased participation in marketing programs.”
    “Research around adoption and utilization of mobile initiatives will be key in helping brands determine where and how to engage the mobile channel,” said Laura Marriott, executive director of the MMA. “The MMA Annual Mobile Marketing Effectiveness research has become a key tool for our members to quantify the opportunity to their customers.”
    Other research findings include:
    • 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.