Mobile Marketing Programs Attracting High Consumer Interest in Asia
Mobile Marketing Association Announces Study Results Which Provide Insights Into Mobile Marketing
Hong Kong – Mobile Marketing Forum – Dec. 6, 2007 — In order to help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in the Asia-Pacific )APAC) region, the Mobile Marketing Association )MMA) )www.mmaglobal.com) today announced the results of its third-annual APAC Mobile Attitude and Usage Study. The study provides actionable insights into the APAC region’s consumer mobile usage by demographic group, awareness and usage of mobile phone features and services, and interest in and concerns about specific applications.
The study’s key findings include:
The 2007 Mobile Attitude and Usage Study was conducted by Synovate, a global market research firm, on behalf of the MMA. Synovate conducted 1,901 online interviews in October 2007 which looked at mobile usage in China, Hong Kong, India, Korea, Japan and Australia. The MMA has also conducted similar studies in the U.S. and Western Europe.
"This study confirms the attractiveness of the Asia Pacific region for mobile marketing activities. The size of the market is large and mobile phone users are receptive to this application of the technology," said Brendan Shair, Executive Director in Synovate's Hong Kong office. "As seen in the U.S., the Youth Market )18 - 34) is particularly attractive for mobile marketers, given this segment's high dependency on their mobile phones."
“The APAC region is world-renowned for its high wireless penetration and usage of mobile technologies and the 2007 APAC Mobile Attitude and Usage Study provides some new insights into mobile marketing receptiveness,” said Laura Marriott, president of the MMA. “The study will be available, free of charge, to all MMA members early next week.”
About the Mobile Marketing Association )MMA)
The Mobile Marketing Association )MMA) is the premier global non-profit 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 include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, technology enablers, market research firms and all companies focused on marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States and has representatives in over forty countries across the globe. It recently 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:
Valerie Christopherson or
Kirsten Woodard
Global Results Comm. )GRC)
+1 949 608 0276
[email protected]
[email protected]