Research Reveals Stunning Success for Mobile Marketing Independent research commissioned by the Mobile Marketing Association quantifies benefits of mobile campaigns March 19, 2002 - Independent research released today by The Mobile Marketing Association (MMA) quantifies the successes that consumer brands are achieving through the use of mobile as a marketing channel. The study, performed by digital research company InterQuest, analysed campaigns in the UK, Germany, and Italy. Among its conclusions are:

• There is between a 71%- 96% recall rate by consumers in response to mobile marketing campaigns
• Nearly 70% of respondents would most likely or definitely recommend that friends receive mobile marketing messages
• 43% feel that the campaigns they receive via SMS have a positive impact on the advertised brand, with only 7% having a negative opinion
• Consumer intent to follow a brand prompt produced an overwhelming response, with over 40% of respondents agreeing that they would (visit a website, view an ad). On average, less than 5% stated that receiving a campaign decreased their desire to respond to the advertiser's message.

The study also concluded that the mobile campaigns which performed best in driving consumer intent were typically based on multiple messages being received, allowing for greater interaction between the consumer and the brand. The findings also demonstrated that the positive impacts of mobile campaigns fade only gradually over time; with one campaign generating 76% aided recall, 15 days after it took place. The MMA study covered six campaigns undertaken by mobile marketing firms 12snap, Flytxt, and Mindmatics. The size of the campaigns varied from 10,000 to over 30,000 participants. In general, the target audience was in the 16-26 age range. Steve Wunker, European Co-Chair of the MMA stated, "This independent research verifies the power of mobile marketing. Across several key dimensions, mobile has proven to be spectacularly effective for brand owners. Brands have been crying out for this kind of independent data, and I'm delighted but not surprised with what the results have revealed." About the Mobile Marketing Association:The Mobile Marketing Association is the worldwide leader in promoting the growth of marketing via mobile phones. With 120 members, it unites network operators, media companies, marketing agencies, technology specialists and others to set standards, educate the marketplace, and assist the public and regulators in understanding the industry. About InterQuest:InterQuest is a pioneer in consumer research conducted over mobile phones and the Internet. InterQuest operates in two main markets- the UK and Scandinavia, serving clients in the media and telecomm sectors. Clients include Nokia, MSN, VNU and the Times