Study: Consumers Open to Participating in Mobile Marketing Campaigns
Marketers may now have a greater incentive to advertise with the numerous magazines that have launched mobile sites. A study from the Mobile Marketing Association shows consumers are engaging more frequently in mobile marketing campaigns and that the much-coveted youth market reported the highest rate of interest and usage – between 30 and 40 percent – in such campaigns.
The study, which was conducted by market research firm Synovate and surveyed more than 1,800 consumers between the ages of 13 and 65, shows that mobile consumers are more educated about the features and functionality of mobile devices, are using the devices for more than just talking and that consumers are increasing their acceptance of mobile marketing and are demonstrating their acceptance by participating in mobile marketing programs.
The study also said:
- Forty-eight percent of the respondents reported their wireless phone usage has increased significantly over the last year.
- The average consumer uses approximately 4.8 features on their mobile phone.
- Sixty-nine percent of respondents use text messaging, and 44 percent use it daily (up from 41 percent in 2005).
- Of those respondents who have participated in mobile marketing campaigns, their participation in voting campaigns has increased from 8 percent in 2005 to 29 percent in 2006.
- The highest regarded mobile marketing services include downloads, coupons, and alert-based services.
MMA executive director Laura Marriott, told Folio: Publishing Technology last year that marketers are most interested in interactive and real time mobile site formats offered by publishers. Among the publishers that have launched mobile sites for their magazines are Conde Nast, Time Inc., Rodale, Hachette Filipacchi, Hearst, Dennis Publishing and Star Media.