Consumers, and younger people in particular, are increasing their interest and participation in mobile marketing campaigns, according to the Mobile Marketing Association (MMA).
The study was conducted with Synovate, a global market research firm. It measured "both the perceptions and usage for wireless and text messaging, as well as overall receptiveness and participation in mobile marketing initiatives."
The major findings included 48% of the more than 1,800 consumers aged between 13 and 65 years-of-age indicating that their wireless phone usage has increased significantly from last year.
Another finding was that 69% of respondents said they use text messaging, with 44% saying that they use it daily, which is an increase from the 41% in 2005.
The average mobile phone user says they use about 4.8 features on their device.
Downloads, coupons, and alert-based services were best-liked by respondents.
Marketing campaigns involving voting saw a significant rise in participation. Eight percent of respondents in 2005 indicated that they took part in these voting campaigns, compared to 29% of respondents in 2006.
Sources:
http://www.clickz.com/showPage.html?page=3624853
http://mmaglobal.com/modules/news/article.php?storyid=89
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