The Mobile Marketing Association released its Annual Mobile Attitude and Usage Study, conducted with research partner Synovate.The study's key global findings include:
Overall interest in mobile marketing varies by geography.
- The United States and Western Europe report comparable interest levels in mobile marketing; similar interest levels are also noted among mobile phone users in Asia Pacific and Latin American markets.
- One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing.
- Interest levels are higher in Asia Pacific and Latin American markets where roughly one-half and two-thirds of mobile users respectively express strong or moderate interest.
In all regions, "text-to-win" and interactive voting campaigns are
the most common efforts in which mobile users have participated.
Echoing receptivity to mobile marketing overall, Asia Pacific and Latin
American markets report greater participation in mobile marketing
efforts; roughly one-in-five mobile users in these regions report
having participated in mobile marketing efforts in the past year.
Creating strong market opportunity for mobile marketers, across all
countries and regions surveyed, heavy penetration and reliance on
mobile phones combined with strong feature, text and mobile web usage
indicate a willingness to accept mobile phones as devices that reach
beyond traditional communications.
More than half of mobile consumers
(regardless of market) report that their mobile phone is "highly
important" to their daily life.
Mobile feature usage of non voice 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, 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," said 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 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 is available on Monday, November 17, free of charge,
to all current MMA Global and Regional members and available at a
discount for MMA Local Council members. The market studies will also be
available, for sale, after December 1. For more information, visit
www.mmaglobal.com