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NEW YORK, NY/LONDON, UK/ SINGAPORE / SAO PAULO, Brazil Nov. 12, 2008 -- The Mobile Marketing
Association (MMA)
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 provides
insights into overall consumer mobile usage by demographic group as well
as the awareness for the United States, Europe, Asia Pacific and Latin
American markets. The study’s key global
findings include:
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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.
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One-in-four mobile users in the US and Western Europe express strong
or moderate interest in mobile marketing.
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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.
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In all regions, "text-to-win" and interactive voting campaigns
are the most common efforts in which mobile users have
participated.
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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.
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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.
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More than half of mobile consumers (regardless of market) report
that their mobile phone is "highly important" to their daily life.
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Mobile feature usage of nonvoice applications (text, mobile web,
camera and picture messaging) is strong in all markets.
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 “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.
The study is available on Monday, November 17, free of charge, to all
current MMA Global and Regional members and available at a discount for
MMA Local Council members. The market studies will also be available,
for sale, after December 1.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the global non-profit
trade association established to lead the growth of mobile marketing and
its associated technologies. The MMA is an action-oriented organization
designed to clear obstacles to market development, establish mobile
media guidelines and best practices for sustainable growth, and
evangelize the use of the mobile channel. The more than 700 member
companies, representing over forty countries around the globe, include
all members of the mobile media ecosystem. The Mobile Marketing
Association’s global headquarters are located
in the United States and it has regional chapters including North
America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa
(MEA) and Asia Pacific (APAC) branches.
Information Source: Business Wire
Image courtesy of www.mobilemarketingwatch.com
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