DMA Study Finds Text Messaging Gets Responses

Mobile Marketing: Consumer Perspectives, Direct Marketing Association, Product Code: 9468, July 2008, List Price: $545.00; DMA Member Price: $295.00

The DMA Study, Mobile Marketing: Consumer Perspectives, found that 70% of responders to mobile offers indicated they had responded to a text message for a product or service; and that 30% responded to an e-mail offer using their mobile phones.

Conducted in March and April 2008, this online survey based upon 800 mobile phone owners. Respondents aged 15 to 20 completed 157 surveys; those 21 years old and older completed the other 643 surveys.

Key findings include:
  • 24% of those surveyed have responded to a mobile offer;
  • Of those not responding, one-third reported that they had never received an offer;
  • Of those that did respond, 71% have data plans;
  • Of those that did respond, 21% indicated that they generally reply to three or more offers per month;
  • AT&T Wireless and T-Mobile users were more interested in mobile marketing incentives than respondents who use Verizon Wireless.
  • Teens 15 to 17 years old and young adults 21 to 30 (both of which represented 19% of respondents) were twice as likely to respond to offers on their mobile devices as those 18 to 20 years old (7% of respondents);
  • Respondents who were single, and those that were never-married, were the most likely of all groups to respond to mobile marketing appeals;
  • Higher-income respondents, those making more than $60,000 per year, were more likely to respond to mobile offers than lower-income consumers;
  • Of mobile offers received, 12% were financial services offers;
  • Other types of mobile offers sent included: food/beverage (21%), telecommunications/mobile (21%); beauty/personal care (15%); health care/pharmaceutical and real estate (7%); Automotive/transportation, business services, consumer electronics,and vacation/travel each (12%).
  • Those who respond to mobile marketing were twice as likely than non-respondents to subscribe to Internet-based music subscription services;
  • Respondents were most likely to respond to entertainment/music/video mobile offers (44%);

Source: eCommerce and Marketing Magazine

Posted by Mark Rodrigues at 8/28/2008 10:17 AM
Categories: Technology
 

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