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Western Europe open to mobile marketing

Western Europe open to mobile marketing

A third of consumers in Western Europe have express interest in mobile marketing according to the latest findings by the Mobile Marketing Association.

Because of the heavy penetration of mobile phones and the strong use of fun and functional features, the MMA found the market in Western Europe could be willing to accept mobile phone marketing into their regular phone use.

One in five users were found to be using their phones to access mobile web services according to the findings of the MMA’s Annual Global Mobile Attitude and Usage Study.

Markets included in the survey included UK, France, Italy, Spain, Germany and Ireland.

Roughly a third of consumers in the Western European markets surveyed express interest in mobile marketing and likelihood to opt-in to mobile marketing opportunities. 

Mobile couponing, receiving status alerts for accounts and products owned and alerts for special sales and discount opportunities garnered the most interest.
“Marketers in all Western European markets will achieve the greatest success by providing consumers opportunities that result in clear personal benefits, such as opting in for mobile coupons or sale alerts,” said Beth Ritchey, vice president, Synovate Tech and Telecom. 
“The MMA is pleased to see the tremendous growth of mobile marketing continue throughout Europe, particularly amongst the youth market, which continue to express higher overall interest in mobile marketing and are more likely to have participated in a campaign,” said Paul Berney, managing director, Europe for the MMA.

“This is the second year we have conducted the A&U study in Europe markets and we are encouraged by the increase in adoption over the prior year’s results,” he concluded.

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