Hispanics, African Americans and mobile coupons represent strong prospects for mobile marketing

The Mobile Marketing Association (MMA) (www.mmaglobal.com) today released the results of its Annual Global Mobile Attitude and Usage Study, conducted with research partner Synovate. The report spans selected markets in four geographic regions including United States, Europe, Asia Pacific and Latin America, and helps brands and advertisers understand the global habits of mobile users and their overall receptiveness to mobile marketing.

Key US Findings
Use of text messaging and mobile web services (80% & 20% overall) indicates consumers’ willingness to consider their mobile devices as more than traveling telephones. 

Mobile web usage has increased for the third year in a row.  One-in-five reports using mobile web services and usage is highest among 18-24 year olds (37% report using mobile web to some degree).

The most common mobile web activities are browsing the internet, mobile search and visiting weather and news sites.

Interest in mobile marketing is similar to that noted in 2007; roughly one-quarter overall are interested in the concept and are somewhat/very likely to opt-in to mobile marketing opportunities. 

Mobile couponing presents the best opportunity for mobile marketers.  Additionally consumers express moderate interest in ringtone, wallpaper & game downloads and receiving information about new products and services. 

African Americans and English-dominant Hispanics represent a strong base of mobile usage.  Compared to Caucasians, consumers in these segments report heavier mobile usage for both voice and text messaging functions.