Study: Mobile Marketing Gaining Global Momentum

In an effort to help brands and advertisers better target mobile users, The Mobile Marketing Association (MMA) today released its Annual Mobile Attitude and Usage Study.

 

Conducted together with research partner Synovate, the MMA study discusses overall consumer mobile usage based on demographics and compared to awareness in the United States, Europe, Asia Pacific and Latin America.

 

One major finding of the study was that overall interest in mobile marketing varies by geography. Users in the United States, Asia Pacific, Western Europe and Latin Ameria showed similar interest levels in mobile marketing.

 

In addition, one-in-four mobile users in the U.S. and Western Europe revealed strong or moderate interest in mobile marketing.

 

The study also found that in Asia Pacific and Latin American markets, interest levels were higher- approximately one-half and two-thirds of mobile users expressed strong or moderate interest.

 

Not surprisingly, "text-to-win" and interactive voting campaigns were reported to be the most common ways mobile users have participated.

 

Showing interest to mobile marketing overall, Asia Pacific and Latin American markets saw greater participation in mobile marketing efforts. In these regions, one-in-five mobile users stated to have participated in mobile marketing efforts in the past year.

 

Opening a huge opportunity for mobile marketers in all regions surveyed, heavy penetration and reliance on mobile phones combined with strong feature, text and mobile Web usage signify a willingness to accept mobile phones as devices that reach beyond standard communications.

 

The study revealed that more than 50 percent of mobile consumers (regardless of market) said that their mobile phone strongly impacts their daily life.

 

Moreover, mobile feature usage of nonvoice applications (text, mobile Web, camera and picture messaging) is strong in all markets.

 

“The Annual Mobile Attitude and Usage Study is one of the most powerful tools available in our industry and we are pleased to expand the number of countries profiled in this year’s study,” said Laura Marriott (News - Alert), president of the MMA. “Consumers are becoming more adept at using their mobile devices, opening the door to help them to explore and discover mobile marketing campaigns.”

 

“Overall interest levels in the mobile marketing concept vary by market and geographic region – however, common in all markets is the importance of mobile phones in daily life. Further, all markets show an ever increasing reliance on services that are precursors and enablers to mobile marketing efforts,” stated Beth Ritchey, vice president, Synovate Tech and Telecom. “This year’s Mobile Attitude and Usage Study contains a wealth of information geared to help marketers understand market trends and opportunities in both individual markets and geographic regions.”

 

The MMA global study covers the following markets: Argentina, Australia, Brazil, China, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Singapore, South Korea, Spain, United Kingdom and United States.

 

The study will be made available on Monday, November 17, for free to all current MMA Global and Regional members and available at a discount for MMA Local Council members.

 

The Mobile Marketing Association (News - Alert) (MMA) is a global non-profit trade association created to help grow mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel.