The Direct Marketing Association (DMA) has released the first in a series of reports on consumer activities in mobile.
The study showed that SMS remains the main form of mobile marketing. Nearly 15% of mobile service providers reported an increase of over 100% on the same period a year ago.
The report indicates that WAP Push messages are far less widespread (messages containing URLs), this in spite of the increase in penetration of more sophisticated handsets. However, WAP Push is still experiencing substantial year on year growth (around 87%).
The report also shows that response rates for “cold campaigns” were around the 3%- 6% range while campaigns using client’s own customer data fared much better with response rates ranging between 1.3% and 20%. It indicated that the audiences that had the highest response rate where men, young people, people living in Scotland and the West of England. Average delivery rates for the quarter stood at just over 90%.
Nick Fuller, chair of the DMA Mobile Marketing Council comments: “Marketers are increasingly aware of the ubiquity and importance of mobile. However, they’re also looking for solid guidance on how it should be used and what results can be expected. We therefore believe that this first Insight study meets a very real need in justifying the use of mobile within budgets”.
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To full study is free to DMA members, and available for £495 to non-members HERE.