Sixty Percent of U.S. Adult Consumers Have Noticed Ads That Include Mobile Response as an Option (September 2010) | MMA Global

Sixty Percent of U.S. Adult Consumers Have Noticed Ads That Include Mobile Response as an Option (September 2010)

September 8, 2010

Mobile Marketing Association – Luth Research Survey Finds Highest Exposure Among iPhone Owners, Young Adults, Males and Hispanics

New York, London, UK, Singapore & Sao Paulo: September 8,  2010 - The Mobile Marketing Association (MMA) ( and its official research partner, Luth Research (, today released the June 2010 U.S. Mobile Consumer Briefing, MMA’s monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Available exclusively to MMA members, the new survey found that 60 percent of respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week.

Based on Luth Research’s online panel, SurveySavvy™, each MMA U.S. Mobile Consumer Briefing collects answers from a demographically representative sample of more than 1,000 U.S. adult consumers. Conducted June 28 through July 2, the survey asked consumers the following questions about their usage of their mobile phone and some of its features, including:

  • Their mobile phone’s manufacturer
  • Their cellular service provider
  • When they last noticed an ad allowing a mobile response
  • Media types where they noticed an ad with mobile response
  • Best media types for mobile response
  • Preferred mobile response method

The new survey found that more that Apple iPhone owners and young adults ages 18-24 years are the consumer groups most likely to have seen an ad today with a mobile response option. The survey also found that 70 percent of mobile users who noticed ads with a mobile response capability saw them on TV. Desktop and laptop PCs were the next most common media channel, followed by radio.

The survey’s other key findings include:

  • Among those who noticed a mobile response ad on TV, one third responded. Asians, Hispanics and adults ages 35-44 were the most likely to use their mobile phone to respond to a TV ad.

  • Response was highest in the media outlets with the lowest ad awareness. At least half of those who noticed mobile response ads in the cinema, in a print newspaper, in a print magazine or through direct mail had responded.
  • Texting a keyword to a short code and calling a number were the top preferred methods of mobile response. Texting a keyword was most likely to be preferred by young adults ages 18-34, and adults ages 45 years and older significantly preferred calling a number.
  • Asian mobile phone users were most likely to prefer sending an e-mail response, while Hispanic mobile users were most likely to prefer texting a keyword.

“The Consumer Briefing shows that the mobile channel is a highly effective way for brands and others to obtain responses from U.S. adults,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “This effectiveness includes extensive reach across all adults and within certain demographic groups, such as young adults and Hispanics. But brands and agencies should pay close attention to which media outlets offer the best mobile response opportunities.”

“This survey shows that brands and agencies no longer can afford to overlook opportunities for mobile-enabling traditional media such as print, direct mail and broadcast,” said Jacqueline Rosales, EVP, Business Development & Client Service, Luth Research. “Not only are a growing number of consumers exposed to ads that include a mobile call to action; they’re frequently responding. This awareness and usage also gives brands and agencies additional options for tracking the effectiveness of a particular media channel, such as by using different short codes for newspaper ads and radio commercials to determine which ones really resonate with consumers.”

Available exclusively to MMA members, each MMA Consumer Briefing includes a 2- to 3-page executive summary, all survey questions and up to 50 tables of detailed results. Survey responses are provided both in aggregate and in cross-tabulation by standard audience demographics, such as age, gender and income, as well as wireless carrier and handset manufacturer.
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association representing all players in the mobile marketing value chain. With more than 700 member companies, the MMA is an action-oriented organization with global focus, regional actions and local relevance.  The MMA’s primary focus is to establish mobile as an indispensable part of the marketing mix.   The MMA works to promote, educate, measure, guide and protect the mobile marketing industry worldwide.  The MMA’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe, Middle East and Africa (EMEA), Latin America (LATAM and Asia Pacific (APAC) branches. For more information, please visit

About Luth Research
Founded in 1977, Luth Research is a San Diego-based market research firm that provides clients with forward-thinking market intelligence that moves businesses ahead in a competitive economy. Using its proprietary technology, data collection resources and research methods, including its online panel, SurveySavvyTM, the company helps businesses track emerging trends, measure message effectiveness and understand how consumers think and act. For more information, call (800) 465-5884.


Valerie Christopherson
Global Results Comm. (GRC)
P:+1 949 608 0276
E: [email protected]