September 2009 US Mobile Consumer Briefing: Cellphone Ads received and Responded To
Leveraging Luth Research’s online panel, SurveySavvy™, this SavvyQuest™ omnibus survey was run from August 31 to September 4, 2009, with 996 completes. Respondents were screened so that only those who own a cell phone participated in the study. They were asked the following questions regarding their cell phone:
- Brand of current cell phone
- Current cellular service provider
- Number of cell phone ads responded to
- How received cell phone ads responded to
- Cell phone usage to text message to company who placed ad, scanning bar code and/or used GPS
- Number of products/services purchased after receiving ad on cell phone and total amount spent
RECEIPT OF AND RESPONSE TO CELL PHONE ADS IS RELATIVELY LOW:
More than half of respondents (56%) have not received an ad on their cell phone in the past year. While close to a third (29%) had a received one or more ads but not responded, 14% of respondents had responded to a cell phone ad at least once in the past year. Of those who responded to an ad, nearly half (48%) had received a text message ad. This was followed by “saw ad on website I was visiting on my cell phone” (17%), “it was in an email I received on my cell phone” (10%), “I received a voice recorded message” (7%) and “it was inside a mobile application” (6%).
Looking at those respondents who had responded to one or more cell phone ads:
- Nearly two thirds (65%) had also used their cell phone to text one or more messages to a company regarding a product/service they saw on media other than their cell phone.
- A third (32%) had used their cell phone camera or scanner to copy a bar code at least once this past year.
- More than half (55%) had used the GPS function on their cell phone.
