Europe - openness to mobile marketing

A third of W European mobile users open to marketing

The Mobile Marketing Association (MMA) has released the results of its Annual Global Mobile Attitude and Usage Study, conducted with research partner Synovate. The report spans selected markets in four geographic regions including the US, Europe, Asia Pacific and Latin America, and allows brands and advertisers understand the global habits of mobile users and their overall receptiveness to mobile marketing. The markets surveyed in the European segment of the study include UK, France, Italy, Spain, Germany and Ireland.

The study’s key findings for Western Europe include heavy penetration of mobile phones and strong use of features that are both fun and functional which means that these markets have integrated mobile phones into their daily lives and may be willing to make the leap to the acceptance of mobile marketing into their regular phone use, the two features used most often are camera (75 per cent) and text messaging (68 per cent), seven-in-ten users report some level of text messaging usage, one-in-five mobile phone users in Western Europe reports using mobile web services, users access the internet via mobile phones between three and eight times a week, most commonly used mobile web applications include accessing mobile specific sites, browsing the internet and visiting news and sports sites, roughly a third of consumers in the Western European markets surveyed express interest in mobile marketing and likelihood to opt-in to mobile marketing opportunities, and mobile couponing, receiving status alerts for accounts and products owned and alerts for special sales and discount opportunities garner the most interest.