The Mobile Marketing Association has today released its Annual Mobile Attitude and Usage Study, conducted with research partner Synovate. With the objective of helping brands and advertisers understand the habits of mobile users, the study is said to provide insights into overall consumer mobile usage by demographic group as well as the awareness for the United States, Europe, Asia Pacific and Latin America markets. The study's key global findings include:
- Overall interest in mobile marketing varies by geography. The United States and Western Europe report comparable interest levels in mobile marketing; similar interest levels are also noted among mobile phone users in Asia Pacific and Latin American markets.
- One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing.
- Interest levels are higher in Asia Pacific and Latin American markets where roughly one-half and two-thirds of mobile users respectively express strong or moderate interest.
- In all regions, "text-to-win" and interactive voting campaigns are the most common efforts in which mobile users have participated.
- Echoing receptivity to mobile marketing overall, Asia Pacific and Latin American markets report greater participation in mobile marketing efforts; roughly one-in-five mobile users in these regions report having participated in mobile marketing efforts in the past year.
- Creating strong market opportunity for mobile marketers, across all countries and regions surveyed, heavy penetration and reliance on mobile phones combined with strong feature, text and mobile web usage indicate a willingness to accept mobile phones as devices that reach beyond traditional communications.
- More than half of mobile consumers (regardless of market) report that their mobile phone is "highly important" to their daily life.
- Mobile feature usage of non voice applications (text, mobile web, camera and picture messaging) is strong in all markets.
"The Annual Mobile Attitude and Usage Study is one of the most powerful tools available in our industry and we are pleased to expand the number of countries profiled in this year's study," said Laura Marriott, president of the MMA. "Consumers are becoming more adept at using their mobile devices, opening the door to help them to explore and discover mobile marketing campaigns."
"Overall interest levels in the mobile marketing concept vary by market and geographic region – however, common in all markets is the importance of mobile phones in daily life. Further, all markets show an ever increasing reliance on services that are precursors and enablers to mobile marketing efforts," said Beth Ritchey, Vice President, Synovate Tech and Telecom. "This year's Mobile Attitude and Usage Study contains a wealth of information geared to help marketers understand market trends and opportunities in both individual markets and geographic regions."
The global study covers 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.