Mobile marketing continues growth

The number of consumers participating in mobile marketing is continuing to grow, according to the Mobile Marketing Association´s (MMA) third annual mobile attitude and usage study.

The report revealed that one in 20 consumers have participated in mobile marketing, with respondents aged between 25 and 44 the most likely to be involved.

It was also found that interest in mobile marketing remains just as high as it has been for the last two years, with most consumers valuing the ability to receive highly relevant information, as well as associated coupons and rewards received.

Laura Marriott, president of the MMA, commented: "The 2007 Mobile Attitude and Usage Study reinforces that the mobile channel remains one o the most powerful tools available for brands and companies.

"Consumers continue to use more of their phones´ features, creating additional opportunities for marketers to reach them with coupons and other relevant, exclusive to mobile information."

Some 58 per cent of consumers claimed to now use their camera phone feature, up from 35 per cent last year, leading Gene Keenan, vice president of mobile strategies for digital services provider Isobar, to forecast innovative campaigns in the coming year that make use of picture messaging.
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