The Mobile Marketing Association and its research partner, Luth Research (www.luthresearch.com), released the June 2010 U.S. Mobile Consumer Briefing, MMA's monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions.
The new survey found that 60 percent of respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week. They found responses varied by age, race, phone brand used and where original ad was viewed.
According to the latest survey, Apple iPhone owners and young adults ages 18-24 years
are the consumer groups most likely to have seen an ad on a given day with a
mobile response option. Additionally, 70 percent of mobile
users who noticed ads with a mobile response capability saw them on TV.
Desktop and laptop PCs were the next most common media channel, followed
by radio.
The survey's other key findings include:
- Among
those who noticed a mobile response ad on TV, one third responded.
Asians, Hispanics and adults ages 35-44 were the most likely to use
their mobile phone to respond to a TV ad. - Response was highest
in the media outlets with the lowest ad awareness. At least half of
those who noticed mobile response ads in the cinema, in a print
newspaper, in a print magazine or through direct mail had responded. - Texting
a keyword to a short code and calling a number were the top preferred
methods of mobile response. Texting a keyword was most likely to be
preferred by young adults ages 18-34, and adults ages 45 years and older
significantly preferred calling a number. - Asian mobile phone
users were most likely to prefer sending an e-mail response, while
Hispanic mobile users were most likely to prefer texting a keyword.
"The Consumer Briefing shows that the mobile channel is a highly effective way for brands and others to obtain responses from U.S. adults," said Peter A. Johnson,
vice president of market intelligence, MMA, and author of the study.
"This effectiveness includes extensive reach across all adults and
within certain demographic groups, such as young adults and Hispanics.
But brands and agencies should pay close attention to which media
outlets offer the best mobile response opportunities."
"This
survey shows that brands and agencies no longer can afford to overlook
opportunities for mobile-enabling traditional media such as print,
direct mail and broadcast," said Jacqueline Rosales,
EVP, business development & client service, Luth Research. "Not
only are a growing number of consumers exposed to ads that include a
mobile call to action; they're frequently responding. This awareness and
usage also gives brands and agencies additional options for tracking
the effectiveness of a particular media channel, such as by using
different short codes for newspaper ads and radio commercials to
determine which ones really resonate with consumers."
Available exclusively to MMA members, each MMA Consumer Briefing
includes a 2- to 3-page executive summary, all survey questions and up
to 50 tables of detailed results. Survey responses are provided both in
aggregate and in cross-tabulation by standard audience demographics,
such as age, gender and income, as well as wireless carrier and handset
manufacturer.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association
(MMA) is the premier global non-profit trade association representing
all players in the mobile marketing value chain. With more than 700
member companies, the MMA is an action-oriented organization with global
focus, regional actions and local relevance. The MMA's primary focus
is to establish mobile as an indispensable part of the marketing mix. The MMA works to promote, educate, measure, guide and protect the mobile
marketing industry worldwide. The MMA's global headquarters are
located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.