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ComScore Study: Nearly Half Of Europeans Have Received An SMS Ad

eu-icon.gifRecently released data from comScore’s MobilLens service has shown that SMS advertising remains the medium of choice for brands to deliver their messages to consumers in Europe, with more than half of all smartphone owners remembering that they had received an SMS advertisement.

The study looked at consumers in 5 European countries (UK, France, Germany, Spain and Italy) and found that out of a total mobile audience of 230 million subscribers, SMS marketing had reached 100 million (43.6%) mobile subscribers.

In terms of the types of messages sent the majority (26.3% of total subscribers) were product, service or brand information, followed by donations to charities (11.6%) and coupons (10.3%).


Overall, about one quarter of subscribers recalled seeing an ad on their mobile phones while browsing the internet or in an app on their mobile device, though the penetration ranged from almost one third in UK down to one fifth in Germany.

The percentage of subscribers who reported seeing a mobile ad was much higher among smartphone owners, with fully one-half saying they had seen an advert.


comscore-logo.png“While the majority of mobile adverts are still effectively distributed via SMS and good response rates indicate acceptance among mobile phone owners, the growing smartphone adoption across all EU5 countries continues to enable the emergence of richer mobile advertising,” said comScore’s European VP Mobile, Jeremy Copp.

15.12.2010    Tags: ,
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