• by Jack Loechner , Staff Writer @mp_research, August 26, 2008

According to the Direct Marketing Association, 24 percent of mobile phone users surveyed online have responded to mobile marketing. The DMA quantitative mobile marketing research found that 70 percent of consumers who have responded to a mobile marketing offer say they've responded to a marketing text message, compared with 42 percent who've responded to a survey and 30 percent to email offers.

Among the other findings:

• 33 percent of the group that did not respond to any mobile marketing (76 percent) reported that they had never received an offer; lack of interest and cost of airtime was cited as the leading reasons by those who haven't responded to mobile offers
• 71 percent of people who respond to mobile offers have data plans.
• 21 percent of mobile marketing responders indicated that they respond to three or more offers per month.
• Respondents who used AT&T Wireless and T-Mobile were more interested in mobile marketing incentives than respondents who used Verizon Wireless
• Teens 15-17 years old (19 percent) and young adults 21-30 years old (19 percent) are twice as likely to respond to offers on their mobile devices as those 18-20 years old (7 percent)
• Single respondents were the most likely of all groups to respond to mobile marketing appeals
• Higher-income respondents making more than $60,000 per year were more likely to respond to mobile offers.
• Buyers of entertainment/music/video products were the most likely to respond to mobile offers

Categories of mobile offers were dominated by entertainment/music/video (44 percent), followed by:

• Food/beverage (21 percent)
• telecommunications/mobile (21 percent)
• Beauty/personal care (15 percent)
• Automotive/transportation, business services, consumer electronics, financial services, and vacation/travel (12 percent each)
• Healthcare/pharmaceutical and real estate (7 percent each)

Edward T. Manzitti, Ph.D., author of the DMA's report and VP, Research & Market Intelligence at DMA, said "These findings suggest that mobile marketing will continue growing into a multibillion-dollar industry... as more mobile phone users... purchase data plans and broadband enabled devices."

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