The second
annual HipCricket Mobile Marketing Survey shows that while 37 percent of
consumers would be interested in participating in a mobile customer
loyalty program from a brand they trust while 83 percent say their favorite
brand has yet to market to them via their most personal device, their
mobile phone.
Mobile marketing campaigns are becoming significantly more influential
and effective, according to the study. HipCricket found that of those
consumers who have received mobile marketing offers, 47 percent have
brand recall and 94 percent of those remember the specific call to
action.
The survey highlights the continued influence of text messaging/SMS as
both a communications and marketing tool. Specific findings include:
-
Aside from phone calls, 73 percent of people said they use their
mobile device most for texting friends -
34 percent have received a marketing offer on their cell phone via
text message (up from 28 percent in 2008.)
The study revealed that the mobile web continues its momentum as an
increasingly important information resource for consumers. Specifically:
-
85 percent of respondents agree that the mobile web is a valuable
source for information that interests them. -
21 percent of respondents access the mobile web at least once per day
and 37 percent access it at least once per week. -
41 percent of respondents have visited a retailer's website from their
mobile phone. The most popular reasons include:- To find store locations - 70 percent.
- To find store hours - 51 percent.
- To get directions - 39 percent.
- To look for coupons/promotions - 29 percent.
"With consumer interest in mobile marketing continuing to steadily
increase, it's clear that now is the time for brands to launch and
execute their mobile strategy and programs," said Scott Debson,
HipCricket's Vice President of Brand Solutions. "Mobile initiatives are
succeeding because they connect a demand from the consumer with high
levels of recall. The study highlights that brands should be taking
advantage of the mobile medium."
About the 2009 Mobile Marketing Survey
The 2009 HipCricket Mobile Marketing Survey is a national survey
designed to provide insight into consumer attitudes towards mobile
marketing and their mobile behavior. The survey was conducted in
September 2009 via email and is based on 511 respondents.