In order to help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in the US, the Mobile Marketing Association (MMA) has announced the results of its third annual Mobile Attitude and Usage Study. The study provides insights into overall consumer mobile usage by demographic group, awareness and usage of mobile phone features and services, and interest in and concerns about specific applications.
The findings reinforce the fact that the mobile channel remains one of the most powerful tools available for brands and companies, and that teens and young adults use text messaging more than any other demographic. Moreover, the study found that Sweepstakes and voting campaigns were the most widely used types of mobile marketing.
Interest in mobile marketing remains as high as it was in the previous two surveys. One in four respondents in the 2007 survey expressed interest in mobile marketing. The number of consumers who have experienced mobile marketing continues to grow, with highest participation noticed among respondents in the age group of 25-44.
Following sweepstakes and voting campaigns, the second most common type mobile marketing was found to be receiving alerts about products, services and accounts. Ten per cent of respondents said that they had used their mobile phones to receive and redeem coupons.
The study also suggested that ethnic groups were key audiences for mobile marketing. At the same time, it was identified that those in the age group of 13-24 send and receive text messages the most – more than 50 messages per week – while half of all survey respondents use text messaging at least once a week.
Laura Marriott, President, MMA, said, “The 2007 Mobile Attitude and Usage Study reinforces that the mobile channel remains one of the most powerful tools available for brands and companies. Consumers continue to use more of their phones’ features, creating additional opportunities for marketers to reach them with coupons and other relevant, exclusive to mobile information.”
Gene Keenan, Vice President-Mobile Strategies, Isobar, said, “What’s exciting about this year’s study is the continued escalation in adoption of the camera phone with 58 per cent –up from 35 per cent in 2006 – of all consumers now saying they use this feature. This is in perfect sync with the coming cross-carrier interoperability of picture messaging via a short code. We expect to see some very innovative campaigns this coming year using picture phoning.” Isobar provides marketing in the digital space, including mobile marketing, in many parts of the world.
Keenan added that the exciting news was about the importance that mobile played in the daily lives of consumers, as it was experienced through the use of text messaging for social interactions.
Also noteworthy is that 54 per cent of 13-34 year olds use SMS for social networking, while 44 per cent of the same demographic use text messaging for flirting or dating. Ten per cent of the same demographic said that they ended their relationship with their boyfriend or girlfriend by text messaging.
The 2007 study, conducted by Synovate, consisted of 1,405 online interviews using a nationally representative consumer online panel of over 1.5 million households.