MMA research demonstrates power of mobile channel to drive consumer purchase

Berlin – September 7th, 2009 — The Mobile Marketing Association (MMA) today released exclusive research, conducted by Lightspeed Research, ahead of its forthcoming Mobile Marketing Forum in Berlin, showing that marketing direct to mobile phones has led to almost €560 million in consumer expenditure in the German market over the last 12 months. With UK spend at nearly €450 million, the two markets combined have seen more than €1,000 million in consumer purchases as a result of mobile marketing in just the last year; demonstrating the considerable impact of the mobile device on brands’ ability to effectively communicate with the consumer and convert leads into sales.

18.1% of German adult consumers report that marketing to their mobile phones has resulted in the purchase of a product or service over the past twelve months, with the average spend being €43.40.

“The pervasiveness of the mobile phone in everyday life - its personal and always-on nature – has made it an extremely effective marketing tools for brands the world over. Never before have they been able to establish such a direct, tailored and interactive engagement with the consumer,” said MMA President and CEO Mike Wehrs. “As these research results show, this has led to impressive financial return. As more and more brands turn to the undeniable power of the mobile channel, we will see these numbers grow year on year.”

“It is clear from the significant proportion of the consumer population in both countries who respond to mobile marketing, and the substantial expenditures they report from doing so, that mobile is an extremely successful commercial medium for the European marketing and advertising industries. Not only is it a success in its own right, but it also serves as a catalyst for other more traditional forms of advertising, adding a call to action to otherwise static formats,” commented Peter Johnson, VP, Market Intelligence & Strategy at the MMA.

The full survey results will be presented at the MMA’s Mobile Marketing Forum in Berlin this week (September 9th and 10th), exploring in more detail areas such as which brands are achieving success, what the most effective forms of mobile advertising are for consumer uptake and how the mobile channel can be used to make TV, print and outdoor advertising more effective. To hear more and to see speakers from major brands such as BMW, Coca-Cola, Deutsche Post, Lufthansa and Nike, register for the MMF now at http://www.mobilemarketingforum.com/?q=node/719.

Note to editors: The survey was carried out online in the Germany and the UK. The survey comprised of 1000 respondents in each country and was run at the start of September 2009.

About the Mobile Marketing Association (MMA)
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 use of the mobile channel. The more than 700 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 it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About Lightspeed Research
Through proprietary global panels and research products and services, Lightspeed Research delivers valuable research to help businesses make informed decisions. From recruitment, to activity level, to ongoing profiling, Lightspeed Research’s panels are actively managed to provide engaged survey respondents and support studies that range in scope and complexity across industry sectors. Deeply profiled specialty panels including automotive, B2B, beverage, family and household, finance, health and wellness, media consumption, mobile phone, beauty and personal care, sports and hobbies, and travel and leisure, provide quick access to target audiences. As a leader in quality, Lightspeed Research has implemented extensive measures to prevent fraudulent panel registrations and poor survey data. Lightspeed Research is part of Kantar, the information, insight and consultancy division of WPP (NASDAQ: WPPGY), one of the world's leading communications services companies. For more information, please visit www.lightspeedresearch.com

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Jen Allen or Becca Daniel
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