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The MMA's annual survey concludes that there is an increase in responsiveness and in the adoption of mobile marketing
Recently, the Mobile Marketing Association (MMA) released its annual survey "Annual Mobile Attitude and Usage Study, conducted in conjunction with Synovate, its market research.
In order to help brands and advertisers to understand the habits of users of mobile devices, this study provides information on the use of these devices by consumers according to socio-economic group, as well as the perception of the markets the United States, Europe, Asia Pacific and Latin America. The key conclusions of this comprehensive study are:
The interest in mobile marketing varies by region. The United States and Western Europe have an equal interest in mobile marketing, there is a similar interest among mobile phone users in the markets of Asia Pacific and Latin America.
* One of four users of mobile devices in the United States and Western Europe show a strong or moderate interest in mobile marketing.
* The interest is greater in the markets of Asia Pacific and Latin America where almost half and two thirds of users, respectively, have a strong or moderate interest.
In all regions, sending text messages (text-to-win) and interactive voting campaigns are the most common activities with the participation of users of mobile devices.
Echoing the responsiveness that has the mobile marketing in general, the markets for Asia Pacific and Latin America are more involved in the actions of mobile marketing. About one in five mobile users in these regions report that they have participated in mobile marketing last year.
The creation of a strong market opportunity for marketing specialists in all countries and regions surveyed, with strong and trust in mobile phones along with the regular use of various functions, text messaging and mobile Web indicate that there is a willingness to accept mobile phones as devices that are beyond the traditional communication.
* More than half of consumers of mobile devices (regardless of the market) reported that its mobile phone is "extremely important" to their daily lives.
* The use of the role of mobile non-voice applications (text messaging, mobile Web, camera and images) is strong in all markets.
"Annual Mobile Attitude and Usage Study is one of the most powerful tools that are available in our industry and we are pleased to expand the number of countries surveyed this year," said Laura Marriott, president of MMA. "Consumers are becoming more expert in using your mobile device, allowing them to explore and discover mobile marketing campaigns."
"Levels of interest in the concept of mobile marketing varies by region and market, however, which is common in all markets is the importance of mobile phones in daily life. Furthermore, all markets show greater confidence in the services and activities are a precursor of mobile marketing efforts, "said Beth Ritchey, Vice President, Synovate Tech and Telecom. "Mobile Attitude and Usage Study for this year contains extensive information to help marketing specialists to know the trends and market opportunities, both in some markets in particular and in different regions."
The comprehensive study includes the following markets: Argentina, Australia, Brazil, China, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Singapore, South Korea, Spain, United Kingdom and United States. The study will be available on Monday, November 17, at no cost to all current members, regional and global MMA, and discount for members of the local council of MMA. The market research will also be available for sale from December 1.
source: www.puromarketing.com
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