Are mobile phone owners in the UK, France and Germany noticing adverts delivered to their mobile phones and are they responding to these adverts?
Which type of mobile media do they feel is most suited to mobile adverts, and do consumers have a preference for the type of mobile advert format they receive?
To find out the MMA ran an online survey on the Lightspeed Research omnibus in the UK, France, and Germany from the 20 to the 24 August 2010. Respondents who owned a mobile phone were asked about their experience to adverts on their mobile phone and how they had responded.
The survey covered
- Exposure to adverts delivered to their mobile phone
- Response activity to adverts
- Type of advert medium
- Types of product or service advertised
- Purchase behaviour
- Spend
- Preference for ad content
- Brand of mobile phone
- Current mobile phone operator.
- Message (text) plan used
Research Type(s):
