New Research Reveals Growth Of Mobile Marketing
Almost half of all mobile phone owners have received an SMS or MMS marketing message in the last three months, according to the latest wave of research from Enpocket’s Mobile Media Monitor.
The research, which is intended to give advertisers a detailed understanding of how mobile marketing should best be employed for their brand, also reveals that four out of five UK mobile owners now use SMS messaging.
The survey shows that one in seven of mobile users (14%) have texted in to an SMS call-to-action in other media, or on product packaging. This is heavily biased towards the 18 to 44 age groups, where one in five use their mobile to interact with brands.
According to Enpocket, those texting into television programmes are evenly distributed between the sexes, although texting to a number on product packaging is more popular among women.
The research also reveals the rise of new services with 9% of respondents having sent or received photo message and 13% having used WAP to access the mobile internet. However, this compares to less than 1% of respondents that have used a 3G service.
Commenting on the research, Rob Lawson, of Enpocket Insight, said: “Use of mobile media is developing in different patterns in different markets, from Asia to Europe and the Americas. By illuminating these, the Mobile Media Monitor is designed to help mobile operators, media owners and marketers maximise returns by bringing the right services to market at the right time.”
The total number of person to person text messages sent across the UK’s four GSM networks during October surpassed all previous records to reach 1.8 billion, according to the latest figures from the Mobile Data Association (see Text Messages Reach Record Total During October).
Data from the Mobile Data Association also show that WAP usage continues to rise, with a total of 897 million page impressions being viewed during October 2003 via 02, Orange, T-Mobile and Vodafone handsets.
Enpocket: 0207 404 2090 www.enpocket.com
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