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mobile news - my mobile news
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More Consumers Participating in Mobile Marketing
Mobile consumers are more educated than ever about the features and functionality of their handsets and are increasingly engaging with mobile marketing campaigns, a survey has revealed.
Nearly half - 48 per cent - of respondents to a Mobile Marketing Association (MMA) survey claimed that had increased their wireless phone usage over the last 12 months, with many participating in mobile marketing campaigns such as downloads, coupons and alert-based services.
Of those consumers who claimed to engage with mobile marketing, participation in voting campaigns had increased from eight per cent in 2005 to 29 per cent in 2006.
"Research around adoption and utilisation of mobile initiatives will be key in helping brands determine where and how to engage the mobile channel," said MMA executive director Laura Marriott.
Wayne Irwin, president of LogicaCMG Telecoms, said that the findings demonstrated that consumers are becoming increasingly dependent on their mobile phones and are showing their acceptance of mobile marketing through increased participation in marketing programmes.
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