A new report from Forrester Research reveals that a growing number of consumers are moving from voice-only mobile services to other activities, paving the way for a viable audience for mobile marketing.
The Forrester data shows that 35% of US households that own a mobile phone currently engage in text messaging and 11% access the mobile internet.
Although 79% of consumers find the idea of mobile ads irritating, Forrester says that consumers are glad to engage in campaigns if marketers provide information or content which they deem valuable.
Christine Spivey Overby, Forrester Research principal analyst and co-author of the report, said: “To avoid the perception of mobile spam, marketers must work with the unique elements of the mobile channel itself and the relevance of their message.
“In contrast to other channels, mobile is highly integrated into people’s daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising.”
Charles Golvin, co-author of the report, said: “”Broader mobile data adoption is finally providing marketers with a real opportunity to reach customers, particularly the young and socially connected.
“But marketers must adopt a more nuanced campaign approach in order to reach these consumers due to the highly personal and intrusive nature of the mobile medium.”
However, a recent IDC survey of over 2,500 American mobile device users said that nearly three-quarters (72.5%) of respondents did not use any data services outside of messaging in the third quarter of 2006 (see Mobile Data Services Too Expensive For US Subscribers).
Meanwhile, a forecast from Jack Myers Media Business Report in December said that mobile advertising will see a 100% gain in ad revenues in 2007 (see US Adspend Forecast To Increase 3.7% In 2007).
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