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Submitted by Mike Grenville on Tue, 15 Jan 2008 10:38 |
Brands need to begin integrating mobile into their marketing campaigns as mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services according to a MMA survey.
The Mobile Marketing Association (MMA) has conducted a Mobile Attitude and Usage Study for five markets in Western Europe to help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in Western Europe. The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain.
The survey found that one in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten have a moderate interest. The MMA sees this level of interest as translating into an overall growth opportunity for 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.
Across the countries surveyed, 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.
Interactive SMS
Two-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.
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.
Integrate Mobile ASAP
"This study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services," said Richard Saggers, MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services. "At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.â€
Laura Marriott, President of the MMA said that “One in three Western European consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it. With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing toolâ€.
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