Mobile marketing company TXT4Ever has produced a very interesting study about mobile users’ attitudes towards mobile marketing messages.
The report, titled “UK Spam Study“, finds that mobile marketing is widespread and generally quite well accepted by the public. (download available).
The survey was conducted in mid-2009, and involved over 250 respondents ranging from 21 to 75 years old, with an average age of 35. A few statics about the phone usage show that it was an active group, but relatively close to UK averages.
One of the key questions is the response that users have to mobile marketing messages. Perhaps surprisingly, less than one third said that they do not want to receive any marketing messages at all. Discount coupons and customer service messages were quite acceptable to most people.
Users also had concerns about the cost of paying for SMS spam, concerns about knowing the actual identity of the sender of a message, as well as concerns about giving third parties access to their phone numbers.
Only one third of the respondents felt that mobile spam was increasing. Presumably the cost of sending mobile spam will keep it at a level well below email spam.
Mark Brill, CEO of TXT4Ever and chairman of the DMA’s Mobile council explained the rationale for the study, “Getting noticed in an increasing crowded media space is a priority for today’s marketer, which is why the mobile phone is becoming an increasingly attractive communication channel to reach consumers. However, brands may find that their reputation is quickly damaged if mobile marketing messages are too frequent, sent at the wrong time of day, irrelevant or unclear to the user.”
“Mobile phones are highly personal devices, so marketers need to ensure they have a clear and specific opt in to from users. Failure to do so will overstep the fine line between permission-based marketing and mobile spam,” he continued.