Demographically, consumers who like mobile marketing tend to be young men. They are cell phone-centered and more likely to use social media. On the other hand, those who don't like mobile marketing tend to be slightly older women who are not as centered around their cell phone or use social media.
Key Characteristics of Mobile Marketing Users and Non-Users
Mobile Marketing Users
Mobile Marketing Non-Users
Online search triggered by cell phone
Communicate about search via cell phone
Download music/video to cell phone
Regularly Use Facebook
Regularly Use MySpace
Regularly Use Twitter
Source: BIGresearch, November 2009
The mobile marketing user segment represents a desirable consumer group for specific products such as electronics. They are much more likely to purchase electronics over the next six months than the non-user group:
Other study findings about mobile-marketing users say:
Additionally, the percentage of people who don't like mobile marketing has increased across the board since June 2008.
BIA's Kelsey Group predicts that local mobile advertising will be the next hot trend, particularly in terms of local mobile search. Local mobile ad revenue will hit more than $3.1 billion in 2013, up from $160 million last year. Mobile search will reach $2.3 billion. Local searches made up 27.8% of all searches in 2008, but are expected to hit 35.1% in 2013, says the Kelsey Group.
The MMA notes that a Universal McCann research study on smartphone usage patterns found that more than a third of high-use smartphone users respond to mobile advertisements. The study found that smartphone users are clicking on ads (53%), requesting more information or a coupon (35%) and making purchases via their handsets (24%). Some 82% of respondents report they use mobile devices at work. 81% use them while shopping.
Gary Drenik concludes that "... cell phones are perceived by consumers as a very personal form of media... unwanted messaging could be interpreted as an invasion of privacy. There is a risk... of turning consumers off and have a negative impact on ROI."
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