This might not be a big surprise for those in the wireless industry, but a Direct Marketing Association (DMA) online survey found that text messaging is by far the most often cited mobile marketing method – accounting for 70% of consumer mobile marketing responses, compared with a 41% response rate to surveys and a 30% response rate for e-mail offers.
Some other findings of the survey:
- 24% of those surveyed have responded to a mobile offer.
- One-third of the group that did not respond to any mobile marketing reported that they had never received an offer.
- 71% of people who respond to mobile offers have data plans, with lack of interest and cost of airtime cited as the leading reasons by those who haven’t responded to mobile offers.
- 21% of mobile marketing responders indicated that they responded to three or more offers per month.
- Respondents who used AT&T Wireless and T-Mobile USA were more interested in mobile marketing incentives than respondents who used Verizon Wireless.
- Teens between 15-17 years old (19%) and young adults between 21-30 years old (19%) are twice as likely to respond to offers on their mobile devices as individuals between 18-20 years old (7%).
The online survey, conducted in March and April, collected data from 800 mobile phone owners.