Research Shows Growing Interest in Mobile Marketing | MMA
November 30, 2005
Research Shows Growing Interest in Mobile Marketing

Consumers most interested in mobile couponing

November 29, 2005 — The Mobile Marketing Association (MMA) and Synovate today announced the release of the first phase of a mobile marketing effectiveness study which is being conducted for the Mobile Marketing Association membership.

The two phase study will establish a benchmark for the industry and enable brands and content providers to understand the value of the mobile channel. During the first phase, almost 1,400 consumers aged 13 to 65+ were surveyed regarding their attitudes and usage of mobile technology. Phase Two of the research will measure the effectiveness and perception around real world mobile marketing campaigns and is expected to be released in the first half of 2006.

“The initial research further reinforces the growing appeal and impact of mobile marketing with the 13-34 age group,” said Laura Marriott, executive director for the MMA. “Consumers are receptive to mobile value-added services as long as the consumer can define frequency of the marketing and the nature of the content via their mobile device. The MMA is committed to developing standards to ensure a quality consumer experience and the MMA Best Practices will continue to play a critical role as mobile marketing matures.”

The Attitude and Usage study specifically shows that most consumers are interested in applications that provide information on products and services. They are especially interested in applications for mobile couponing, personal account information and downloads. Being able to make these mobile offers “exclusive” may encourage opt-in behaviour and reduce the perceptions of spam.

“Marketers that emphasize mobile marketing benefits will maximize mobile marketing success.” said Beth Ritchey, Vice President, Synovate Tech and Telecom. “Accentuating how opting-in to mobile marketing messages will give adopters an inside track to information, savings, downloads, special offers, etc. and creating offers that are unique and compelling will encourage participation."

The results of the study will be made available to all MMA members.

About the Mobile Marketing Association (MMA)
The Mobile Marketing Association is an action-oriented association designed to clear obstacles to market development, to establish standards and best practices for sustainable growth, and to evangelize the mobile channel for use by brands and third party content providers. MMA members include agencies, advertisers, hand held device manufacturers, wireless operators and service providers, retailers, software and services providers, as well as any company focused on the potential of marketing via the mobile channel. The Mobile Marketing Association’s global headquarters are located in the United States. For more information, please visit www.mmaglobal.com

About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 4,000 staff across 46 countries. More information on Synovate can be found at www.synovate.com.

For more information:
Laura Marriott
Executive Director, Mobile Marketing Association
[email protected], +1.303.881.9153

Jennifer Chhatlani
Vice President, Synovate Marketing & Communications
[email protected], 1.312.526.4359