The study surveyed 1535 participants in the UK, Germany, Italy, France and Spain and claims to provide actionable insights into the region's consumer mobile usage by demographic group and awareness. The report also identifies usage of mobile phone features and services, and interest in and concerns about specific applications.
“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. 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,” said Laura Marriott, President of the MMA.
Key findings include:
One in 10 mobile users in the Western European markets is highly interested in mobile marketing and another three in 10 indicate moderate interest. This level of interest translates into an overall growth opportunity for mobile marketing.
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.
Two-way text messaging is the most important mobile feature across all age groups. The ability to send and receive SMSes 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 10 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 poised for an increase in mobile marketing. Fifteen percent 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 seven in 10 are familiar with the technology.
Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing. Eighteen to thirty-four year olds have the highest rate of participation in mobile marketing efforts. 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 the greatest appeal. Over half the users have increased data usage to some extent in the past year versus slightly under half reporting an increase in voice usage.
The 2007 Mobile Attitude and Usage Study was conducted by Synovate, a global market research firm, on behalf of the MMA. The study is available, free of charge, to all MMA members. The MMA has conducted similar studies in the US and Asia Pacific, which were also conducted by Synovate and released in the fourth quarter of 2007.
For more information, go to www.mmaglobal.com.
