MMA Lightspeed June EMEA Mobile Consumer Briefings: Mobile Response Adverts | MMA Global

NOTE TO MEMBERS:  Be sure to log in using your MMA password to display and click on links below to download reports for each of UK, France, and Germany, along with accompanying data sets.  Non-members may purchase reports by emailing [email protected]


Are mobile phone owners in the UK, France and Germany noticing adverts that provide a medium to respond through their mobile phones and if so in which media are they noticing such adverts?

Which type of media do they feel is most suited to mobile response and do consumers have a preference for the type of mobile response? Do consumers feel that a mobile response option would make them more likely to respond to adverts?

To find out the MMA ran an online survey on the LightspeedResearch omnibus in France, Germany and the UK from the 1 to the 5 July 2010. Respondents who owned a mobile phone were asked about their experience to adverts that provided a mobile response option and how they had responded.

The survey covered --

  • Brand of mobile phone
  • Current mobile phone operator.
  • Message (text) plan used
  • Exposure to adverts that provide a mobile response
  • Response activity to adverts that provide a mobile response
  • Preference for which media is best suited for mobile response
  • Whether mobile response increases likelihood to respond to adverts

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Research Type(s): 

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