In a new survey commissioned by Luth Research on behalf of the Mobile Marketing Association (MMA), it was found that 60 percent of respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week.
The survey, entitled the “June 2010 U.S. Mobile Consumer Briefing,” is the MMA’s monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. The results stem from a “demographically representative sample” of more than 1,000 U.S. adult consumers and was conducted June 28 through July 2. The survey asked consumers questions about the usage of their mobile phone and some of its features, including the make of their device, their carrier, preferred mobile response mechanism and when they last noticed an that allowed a mobile response.
The results show that Apple iPhone owners and young adults ages 18-24 are the consumer groups most likely to have seen an ad with a mobile response option. The survey also found that 70 percent of mobile users who noticed ads with a mobile response capability saw them on TV, with desktop and laptop PCs being the next most common media channel, followed by radio.
“The Consumer Briefing shows that the mobile channel is a highly effective way for brands and others to obtain responses from U.S. adults,” said Peter A. Johnson, vice president of market intelligence, MMA, and author of the study. “This effectiveness includes extensive reach across all adults and within certain demographic groups, such as young adults and Hispanics. But brands and agencies should pay close attention to which media outlets offer the best mobile response opportunities.”
Other finding of the survey include the following:
- Among those who noticed a mobile response ad on TV, one third responded. Asians, Hispanics and adults ages 35-44 were the most likely to use their mobile phone to respond to a TV ad.
- Response was highest in the media outlets with the lowest ad awareness. At least half of those who noticed mobile response ads in the cinema, in a print newspaper, in a print magazine or through direct mail had responded.
- Texting a keyword to a short code and calling a number were the top preferred methods of mobile response. Texting a keyword was most likely to be preferred by young adults ages 18-34, and adults ages 45 years and older significantly preferred calling a number.
- Asian mobile phone users were most likely to prefer sending an e-mail response, while Hispanic mobile users were most likely to prefer texting a keyword.