February 2, 2007

Study Shows Youth Market Among the Highest to Participate in Mobile Marketing Campaigns

Boulder, CO, Feb. 2, 2007 — The Mobile Marketing Association (MMA) ( today reported key findings of its annual attitude and usage study on mobile marketing effectiveness. The study, conducted with global market research firm Synovate, measures both the perceptions and usage for wireless and text messaging, as well as overall receptiveness and participation in mobile marketing initiatives. More than 1,800 consumers between the ages of 13 and 65 were queried, with results indicating that mobile consumers are more educated about the features and functionality of their devices and are engaging more frequently in mobile marketing campaigns.

The study also revealed that the youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.

“The MMA and the Metrics committee are very encouraged by the findings of this study for multiple reasons,” said Wayne Irwin, President, LogicaCMG Telecoms, North America. “First, it demonstrates that consumers are becoming increasingly dependant on their mobile phones and that they recognize these devices as being able to provide additional value – over just voice. Second, consumers are not only increasing their acceptance of mobile marketing, but are showing this acceptance through increased participation in marketing programs.”

“Research around adoption and utilization of mobile initiatives will be key in helping brands determine where and how to engage the mobile channel,” said Laura Marriott, executive director of the MMA. “The MMA Annual Mobile Marketing Effectiveness research has become a key tool for our members to quantify the opportunity to their customers.”

The research findings also indicate:
• Forty-eight percent of the respondents reported their wireless phone usage has increased significantly over the last year.
• The average consumer uses approximately 4.8 features on their mobile phone.
• Sixty-nine percent of survey respondents indicated that they use text messaging, and 44 percent use it daily (up from 41 percent in 2005).
• Of those respondents who have participated in mobile marketing campaigns, their participation in voting campaigns has significantly increased, from 8 percent in 2005 to 29 percent in 2006.
• The highest regarded mobile marketing services include downloads, coupons, and alert-based services.
The report is available free of charge to all MMA member companies.

The MMA Metrics Committee is chaired by Gene Keenan, Isobar and Wayne Irwin, Logica CMG, and includes representatives from: Action Engine, Airwide Solutions, Buongiorno, Dennis Digital, IAG Research, iCrossing, iLoop Mobile, ipsh!, JD Power & Associates, M:Metrics, Nellymoser, NeuStar, NPR, SmartReply, The Kaufman Media Group, The Weather Channel and Yankee Group.

About the Mobile Marketing Association (MMA)
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global association established to lead in the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to sustainable 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 400+ global member companies include agencies, advertisers, hand held device manufacturers, wireless operators, aggregators, infrastructure providers, retailers, 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. For more information, please visit

Valerie Christopherson or
Kirsten Woodard
Global Results Comm. (GRC)
+1 949 608 0276
[email protected]
[email protected]