2008-11-12 14:45:01 -
www.mmaglobal.com - North America GRC for MMA Valerie Christopherson or Kirsten Woodard (949) 608-0276 press@mmaglobal.com or EMEA & Global Mi liberty Ltd. Jen Allen or Louise Amon +44 (0) 20 7751 4444 press.emea@mmaglobal.com or Latin America Newlink PR Julia Gama or Maria Ramirez Press.latam@mmaglobal.com The Mobile Marketing Association (MMA) (www.mmaglobal.com) today released its Annual Mobile Attitude and Usage Study, conducted
with research partner Synovate. With the objective of helping brands and advertisers understand the habits of mobile users, the study provides insights into overall consumer mobile usage by demographic group as well as the awareness for the United States, Europe, Asia Pacific and Latin American markets. The study's key global findings include: -0- -- Overall interest in mobile marketing varies by geography. The United States and Western Europe report comparable interest levels in mobile marketing; similar interest levels are also noted among mobile phone users in Asia Pacific and Latin American markets. -- One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing. -- Interest levels are higher in Asia Pacific and Latin American markets where roughly one-half and two-thirds of mobile users respectively express strong or moderate interest. -- In all regions, "text-to-win" and interactive voting campaigns are the most common efforts in which mobile users have participated. -- Echoing receptivity to mobile marketing overall, Asia Pacific and Latin American markets report greater participation in mobile marketing efforts; roughly one-in-five mobile users in these regions report having participated in mobile marketing efforts in the past year. -- Creating strong market opportunity for mobile marketers, across all countries and regions surveyed, heavy penetration and reliance on mobile phones combined with strong feature, text and mobile web usage indicate a willingness to accept mobile phones as devices that reach beyond traditional communications. -- More than half of mobile consumers (regardless of market) report that their mobile phone is "highly important" to their daily life. -- Mobile feature usage of nonvoice applications (text, mobile web, camera and picture messaging) is strong in all markets.
"The Annual Mobile Attitude and Usage Study is one of the most powerful tools available in our industry and we are pleased to expand the number of countries profiled in this year's study," said Laura Marriott, president of the MMA. "Consumers are becoming more adept at using their mobile devices, opening the door to help them to explore and discover mobile marketing campaigns."
"Overall interest levels in the mobile marketing concept vary by market and geographic region - however, common in all markets is the importance of mobile phones in daily life. Further, all markets show an ever increasing reliance on services that are precursors and enablers to mobile marketing efforts," said Beth Ritchey, Vice President, Synovate Tech and Telecom. "This year's Mobile Attitude and Usage Study contains a wealth of information geared to help marketers understand market trends and opportunities in both individual markets and geographic regions."
The global study covers the following markets: Argentina, Australia, Brazil, China, France, Germany, Hong Kong, India, Ireland, Italy, Japan, Mexico, Singapore, South Korea, Spain, United Kingdom and United States. The study is available on Monday, November 17, free of charge, to all current MMA Global and Regional members and available at a discount for MMA Local Council members. The market studies will also be available, for sale, after December 1. For more information, visit www.mmaglobal.com
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com.
Global Study Provides Insight into Consumer Attitude and Usage for
Mobile Marketing in Selected Markets World-Wide
