One in four mobile subscribers in the U.S. and Western Europe expresses strong or moderate interest in mobile marketing, according to an annual consumer study by the Mobile Marketing Association and
research partner Synovate.
That means three-quarters of subscribers aren't very interested in mobile marketing, which doesn't sound terribly encouraging. By comparison, roughly
one-half and two-thirds of mobile users in Asia-Pacific and Latin American markets, respectively, have strong or moderate interest in marketing efforts.
Reflecting the higher levels of
receptivity, about one in five subscribers in these regions reported having participated in mobile marketing campaigns in the last year.
However, more than half of mobile consumers worldwide
said that their phone is "highly" important to their daily life. Use of mobile data applications such as text and picture messaging and Web surfing was also found to be strong across regions. The MMA
is expected to provide further data on the U.S. market next week.--Mark Walsh