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Third Annual Mobile Attitude and Usage Study

mma_logo_simple.gifThe Mobile Marketing Association (MMA) has announced the results of its third-annual Mobile Attitude and Usage Study. The study gives insights into overall consumer mobile usage by demographic group, awareness and usage of mobile phone features and services, and interest in and concerns about specific applications.

The study was conducted by Synovate and was made up of 1,405 online interviews using a nationally representative consumer online panel of over 1.5 million households. This is the same sample of population as was used in 2005 and 2006. It focused on the US market. The MMA will release results from the Asia-Pacific and Western Europe regions later this year.

The study’s key findings include:

• Interest in mobile marketing remains as high as it was in the previous two surveys. One in four respondents in the 2007 survey expressed interest in mobile marketing. Although some respondents had difficulty readily associating benefits with mobile marketing, those who do say that they value the ability to receive highly relevant information, the coupons and rewards received and the convenience of accessing the desired applications quickly and easily.

• The number of consumers who have experienced mobile marketing continues to grow. One out of 20 respondents had participated in mobile marketing. The highest participation is among respondents age 25-44.

• Sweepstakes and voting campaigns are the most widely used types of mobile marketing. The second most common type is receiving alerts about products, services, accounts. Ten percent of respondents have used their mobile phones to receive and redeem coupons.

• Ethnic groups are key audiences for mobile marketing. For example, African Americans and English-dominant Hispanics indicate stronger interest in mobile marketing than Caucasians. These findings suggest that the mobile channel can be highly effective for reaching specific ethnic groups.

• Teens and young adults use text messaging more than any other demographic. People ages 13-24 send and receive the most – more than 50 messages per week – while half of all survey respondents use text messaging at least once a week. This usage shows that most mobile users are at least familiar with text messaging, if not regular users, making it an effective tool for mobile marketing campaigns.

“U.S. consumers continue to use more of their phones’ features, creating additional opportunities for marketers to reach them with coupons and other relevant, exclusive to mobile information.” said Laura Marriott, president of the MMA.

“What’s exciting about this year’s study is the continued escalation in adoption of the camera phone with 58% (up from 35% in 2006) of all consumers now saying they use this feature,” said Gene Keenan, vice president mobile strategies for Isobar. “We expect to see some very innovative campaigns this coming year using picture phoning.”

Another interesting fact from the study is that percent of 13-34 year olds use SMS for social networking, 44 percent of 13-34 year olds said they use text messaging for flirting or dating, and 10 percent of 13-34 year olds said they have broken up with a boy or girl friend using text messaging.

Full press release HERE.
The full study is available to MMA members at this location.

Read other MobiAD posts about The MMA:
MMA Announces Award Winners
Mobile Marketing Association Publishes Guide for Mobile Coupons
MMA Publishes New EMEA Guidelines

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