MMA Mobile Marketing Association Survey finds one in ten users love mobile marketing

Rating: I luv u mobile marketing

The Mobile Marketing Association has launched Usage Study results for Western Europe aftery surveying 1,535 participants in the UK, Germany, Italy, France and Spain.

Findings
One in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten indicate moderate interest. This level of interest translates into an overall growth opportunity for mobile marketing.

Italian and Spanish consumers are most interested in mobile marketing. Over half of all users in Italy and Spain are at least moderately interested in mobile marketing and similar proportions express potential to opt-in.

2-way text messaging is the most important mobile feature across all age groups. The ability to send and receive SMS was at the top of the list for all age groups except teens, for whom it ranks second to camera functionality. Across the Western European markets surveyed, seven in ten have experience with text messaging, with the most text-savvy consumers in Italy and Spain . Over half of all users surveyed use SMS at least weekly and 37% are daily users. Daily use is most common among 13 – 24 year olds.

Western European consumers poised for an increase in mobile marketing. 15% of all consumers surveyed have had some experience with mobile marketing. Mobile phones are almost universal and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly and 7 in 10 are familiar with the technology.

Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing. 18 – 34 year olds have the highest rate of participation in mobile marketing efforts. However, age is not strongly predictive; interest levels are similar across ages 13 – 54.

Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal. Over half the users have increased data usage to some extent in the past year vs. slightly under half reporting an increase in voice usage.

What we think?
Everyone hates advertising – but everyone loves a bargain.

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