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Europe poised for mobile marketing boom

Europe poised for mobile marketing boom

One in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten indicate moderate interest, according to a Mobile Attitude and Usage Study from the Mobile Marketing Association (MMA).

The findings of the new study aim to help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in Western Europe.

According to the report, Italian and Spanish consumers are most interested in mobile marketing. Over half of all users in Italy and Spain are at least moderately interested in mobile marketing and similar proportions express potential to opt-in.

The most important mobile feature across all age groups is two-way text messaging. The ability to send and receive SMS was at the top of the list for all age groups except teens, for whom it ranks second to camera functionality.

Across the Western European markets surveyed, seven in ten have experience with text messaging, with the most text-savvy consumers in Italy and Spain. Over half of all users surveyed use SMS at least weekly and 37% are daily users. Daily use is most common among 13 – 24 year olds.

Western European consumers are poised for an increase in mobile marketing. Some 15% of all consumers surveyed have had some experience with mobile marketing.

Mobile phones are almost universal and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly and 7 in 10 are familiar with the technology.

Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing.  The highest rate of participation in mobile marketing initiatives involves 18 – 34 year olds.. However, age is not strongly predictive; interest levels are similar across ages 13 – 54.

Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal.  Over half the users have increased data usage to some extent in the past year vs. slightly under half reporting an increase in voice usage.

MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services, Richard Saggers, said, "This study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services.

"These results indicate Italy and Spain are significantly advanced users of mobile, and already have the most experience with mobile marketing and are therefore more likely to participate. At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.”

He added, “Western Europe represents a significant opportunity for mobile marketers.  One in three consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it.

President of the MMA, Laura Marriott, concluded, “With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing tool.”

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