According to BIGresearch’s Simultaneous Media Usage Survey of over 22,000 consumers, the audience for mobile marketing is growing but that the audience is still relatively small. Demographically, consumers who like mobile marketing tend to be young men.
|Key Characteristics of Mobile Marketing Users and Non-Users|
|Mobile Marketing Users||Mobile Marketing Non-Users|
|Online search triggered by cell phone||17.4%||2.4%|
|Communicate about search via cell phone||41.3%||26.3%|
|Download music/video to cell phone||33.3%||14.6%|
|Regularly Use Facebook||37.9%||27.8%|
|Regularly Use MySpace||23.2%||9.8%|
|Regularly Use Twitter||13.1%||3.5%|
|Source: BIGresearch, November 2009|
More data on mobile marketing users:
- They are more likely than non-users to regularly give advice to others about products or services they have purchased
- They are more likely to regularly seek advice than non-users
- Their top triggers for online searches are magazines, coupons and cable TV
- After conducting online search, they are most likely to communicate about it with others via face-to-face, email and cell phone
- Both mobile marketing users and non-users go to iTunes.com, YouTube.com and LimeWire.com – in that order- most often to access or download video/music content
- They are more likely to visit Facebook, Myspace and Twitter “regularly,” vs. non-users.
Additionally, the percentage of people who don’t like mobile marketing has increased across the board since June 2008.
- 66.8% of overall respondents don’t like text ads (vs. 63.5% in 2008)
- 60.2% don’t like voicemail ads (vs. 56.8% in 2008)
- 59.6% don’t like video ads (vs. 56.1% in 2008)
- 58% of people think marketers need permission prior to sending an ad (vs. 55.6% in 2008)
- 52.1% think mobile ads are an invasion of privacy (vs. 49.5% in 2008).