Mobile Marketing Association: Annual Global Mobile Attitude and Usage Study Highlights

MMA launches new study in Asia on mobile marketing here are the highlights.

Overall, heavy penetration and reliance on mobile phones combine with strong feature and mobile web usage in these regions to indicate strong market opportunity for mobile marketers.

In total, the top five mobile phone features used are non-voice in nature and include camera, games, text messaging, saving images to a photo library and MP3 player.

Strong use of text messaging and mobile web (61% and 36% overall respectively) indicates mobile phone users in these regions are willing to view their mobile devices as full scale communication devices not restricted to voice services.

Over one-third report using mobile web and one-in-five use it on a weekly basis.
Common applications include news, browsing the internet, accessing mobile specific sites, and visiting sites related to music, weather and entertainment.

Overall receptiveness and interest in opting-in to mobile marketing efforts is fairly strong; nearly half (48%) are moderately/highly interested in mobile marketing and more than half are somewhat/highly likely to opt-in to mobile marketing efforts.

Applications that garner the greatest interest include mobile couponing, status alerts regarding current accounts or products owned and alerts for special sales and discounts.