Buy Mobile Research | Page 3 | MMA

Text Based Mobile Advertising (m:metrics)

 

Almost 80 percent of mobile users actively use SMS on a regular basis in any one month in Western Europe. In an average month ending January, Italy and the UK are the most active with 88 percent and 87 percent respectively. The United States are at the back of the pack at 49 percent but is growing steadily. 
 
Where there is a medium, there is advertising, and SMS is no exception, M:Metrics reports that text-based marketing growing steadily across Western Europe and the US. The measurement firm reports that the number of mobile subscribers who have received an ad via SMS grew at a rate of 15 percent in Western Europe from May 2007 to January 2008 and in the US, about 27 percent
 
Mobile subscribers who respond to an SMS ad has grown as well, especially in Italy, where we see a growth of 52 percent compared to 28 percent for Western Europe as a whole, and 17 percent in the US. Interestingly, Italian mobile subscribers also send the most text messages in an average month.
 

Text-Based Mobile Advertising, by country: January 2007
 
FR
DE
IT
ES
UK 
US
 
Reach %
Reach %
Reach %
Reach %
Reach %
Reach %
 
 
 
 
 
 
 
Sent text message to another phone
75.9%
79.6%
87.7%
85.4%
87.4%
47.9%
       
SMS Ads: Number received in month
64.7%
31.1%
56.0%
73.1%
35.4%
19.2%
SMS Ads: Responded to ad
4.6%
1.9%
8.1%
3.6%
3.7%
2.4%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers. Data based on three-month moving average for period ending 30th January 2007, mobile subscribers in France, n = 12,783 Germany, n = 15,585; Italy, n = 13,059; Spain, n = 12,720; United Kingdom, n = 15,259; United States, n = 32,262
 
The majority of text-based advertisements are still coming from the mobile operators themselves. In Western Europe 18 percent are ads from the operators promoting mobile content or other services pertaining to mobile service. However, other advertisers have joined the mix , and users are now receiving ads for products and services such as entertainment, financial services, cars, clothing or travel.
 
While all this growth is exciting for the mobile marketing industry, there is some downside despite the Mobile Marketing Association’s valiant efforts to proactively create best practices to avoid mobile spam, consumers report that advertisements that did not come from the operators were from companies that did not have permission to make contact. In France, we see a whopping 21 percent, or 9.5 million of all French mobile subscribers receiving SMS ads from a sender that did not have permission to send to this person.
 

Text-Based Mobile Advertising, by country, Source of ad/offer received: January 2007
 
FR
DE
IT
ES
UK
US
 
Reach %
Reach %
Reach %
Reach %
Reach %
Reach %
Service Provider
49.2%
20.9%
45.6%
59.8%
23.6%
11.5%
Company with permission
12.9%
7.0%
13.5%
8.3%
6.3%
2.7%
Company without permission
20.8%
6.3%
6.7%
11.9%
10.9%
5.4%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers. Data based on three-month moving average for period ending 30th January 2007, mobile subscribers in France, n = 12,783 Germany, n = 15,585; Italy, n = 13,059; Spain, n = 12,720; United Kingdom, n = 15,259; United States, n = 32,262
 
The mobile advertising market has matured considerably over the past year, and is no longer a novel addition to media planners, but rather a key component to an interactive campaign.   In a relatively short period of time, mobile has evolved into a legitimate medium, with the world’s leading brands, from Coca-Cola to Procter and Gamble investing big bucks into the potential for advertisers to have a one-to-one relationship with the consumer.
 
There is no doubt that advertising on mobile phones is highly desirable, given the mobile device’s personal and ubiquitous nature, but marketers must tread carefully in this growing stage to avoid killing the goose that lays the golden egg by alienating consumers through legal, though ambiguous, opt-in policies.

 


Research Type(s): 

MMA Mobile Attitude and Usage Study Preview (United States)

Following is an excerpt from the MMA's recently released US Mobile Marketing Annual Attitude & Usage study. 

The entire study is available to MMA members only, in the Member's only section of the website.


Research Type(s): 

M:Metrics: Latest Statistics on SMS



M:Metrics:  Latest Statistics on SMS Marketing


To view the data, please click HERE.


It is a violation of copyright law to distribute this report in part or entirety.


Research Type(s): 

Smartphone vs. Non-Smartphone Average Selling Prices (The NPD Group)



Smartphone vs. Non-Smartphone Average Selling Prices
(January-November 2006)





Average smartphone prices ($199) have far exceeded those for non-smartphones (standard cell phones) in the past year, but they were well below the announced price for Apple's upcoming iPhone ($499). Against this backdrop, Apple will face a tough challenge in trying to gain traction among consumers accustomed to lower price points.


Research Type(s): 

Text Messaging vs. Instant Messaging on Mobile Phones (The NPD Group)



Text Messaging vs. Instant Messaging on Mobile Phones

Submitted by:  The NPD Group



Use of text messaging has risen five percentage points from May to October of this year.  Meanwhile, usage of mobile instant messaging has remained flat.


Research Type(s): 

News & Information Usage (M:Metrics)




News & Information Usage
Submitted by:  M:Metrics



 

This information is intended for authorized users of M:Metrics Syndicated Data Service in compliance with the M:Metrics EULA.  It is a violation of copyright law to distribute this report in part or entirety.


Research Type(s): 

Share of New Handsets Sold that are Music Enabled (The NPD Group)









Over the past six quarters, there's been a steady rise in sales of new handsets that are music-enabled, meaning they are capable of storing and playing back full-track songs.


Research Type(s):