The Mobile Marketing Association's (MMA's) annual attitude and usage study on mobile marketing effectiveness provides some insight into the unprecedented growth in mobile messaging.
The MMA's annual attitude and usage study, conducted with market research firm Synovate, measures not only perceptions and usage for wireless and text messaging, but also overall receptiveness and participation in mobile marketing initiatives.
Here are a few highlights from the study:
- Forty-eight percent of the sample reported their wireless phone usage increased significantly over the last year.
- The mobile phone has become an important part of everyday life. Seventy-nine percent of respondents report being highly to moderately dependent on the mobile phone.
- The average consumer uses approximately 4.8 features on their mobile phone.
- Text messaging is used by 69 percent of survey respondents, and 44 percent use the functionality daily (up from 41 percent in 2005).
- The youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.
- The highest regarded mobile services include downloads, coupons, and alert-based services.
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