- MMA announces its First Mobile Attitude and Usage Study for five key Western European markets -
London UK, 15 January 2008 —
To help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in Western Europe, the Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the results of its inaugural Mobile Attitude and Usage Study for five markets in Western Europe. The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain and provides actionable insights into the region’s consumer mobile usage by demographic group and awareness. The report also identifies usage of mobile phone features and services, and interest in and concerns about specific applications.
The study’s key findings include:
One in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten indicate moderate interest. This level of interest translates into an overall growth opportunity for mobile marketing.
Italian and Spanish consumers are most interested in mobile marketing. Over half of all users in Italy and Spain are at least moderately interested in mobile marketing and similar proportions express potential to opt-in.
2-way text messaging is the most important mobile feature across all age groups. The ability to send and receive SMS was at the top of the list for all age groups except teens, for whom it ranks second to camera functionality. Across the Western European markets surveyed, seven in ten have experience with text messaging, with the most text-savvy consumers in Italy and Spain. Over half of all users surveyed use SMS at least weekly and 37% are daily users. Daily use is most common among 13 – 24 year olds.
Western European consumers poised for an increase in mobile marketing. 15% of all consumers surveyed have had some experience with mobile marketing. Mobile phones are almost universal and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly and 7 in 10 are familiar with the technology.
Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing. 18 – 34 year olds have the highest rate of participation in mobile marketing efforts. However, age is not strongly predictive; interest levels are similar across ages 13 – 54.
Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal. Over half the users have increased data usage to some extent in the past year vs. slightly under half reporting an increase in voice usage.
"This study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services," said Richard Saggers, MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services. "These results indicate Italy and Spain are significantly advanced users of mobile, and already have the most experience with mobile marketing and are therefore more likely to participate. At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.”
“Western Europe represents a significant opportunity for mobile marketers. One in three consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it. With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing tool,” said Laura Marriott, President of the MMA.
The 2007 Mobile Attitude and Usage Study was conducted by Synovate, a global market research firm, on behalf of the MMA. The study is available, free of charge, to all MMA members today. The MMA has conducted similar studies in the U.S. and Asia Pacific which were also conducted by Synovate and released in Q4-07.
The Mobile Marketing Association )MMA) is the premier 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 mobile channel for use by brands and content providers. The 500+ global 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 in 2007 it formed the Europe Middle East & Africa )EMEA) and Asia Pacific )APAC) divisions. The Latin American )LATAM) division will be launched in Q1-08. For more information, please visit www.mmaglobal.com
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