Study Finds Text Messaging Leading Mobile Response Mechanism
A recently released Direct Marketing Association research report, Mobile Marketing: Consumer Perspectives revealed that text messaging is the most effective means of soliciting a response to a mobile offer.
According to the report, 70 percent of responders to mobile offers who were surveyed indicated they had responded to a text message for a product or service. Less than one-third (30 percent) responded to an e-mail offer using their mobile phones.
Conducted in March and April, the online survey collected data from 800 mobile phone owners. Respondents ages 15 to 20 completed 157 surveys; those 21 years old and older completed the other 643 surveys.
Additionally, the report reveals the following:
- 24 percent of those surveyed have responded to a mobile offer;
- One-third of those that did not respond to any mobile marketing reported that they had never received an offer;
- 71 percent of people who respond to mobile offers have data plans;
- 21 percent of mobile marketing respondents indicated that they generally reply to three or more offers per month;
- Respondents who used AT&T Wireless (formerly Cingular) and T-Mobile were more interested in mobile marketing incentives than respondents who use Verizon Wireless.
- Teens 15 to 17 years old and young adults 21 to 30 (both of which represented 19 percent of respondents) were twice as likely to respond to offers on their mobile devices as those 18 to 20 years old (7 percent of respondents);
- Single -- and never-married -- respondents were the most likely of all groups to respond to mobile marketing appeals;
- Overall, higher-income respondents making more than $60,000 per year were more likely to respond to mobile offers than lower-income consumers;
- Those who respond to mobile marketing offers typically are more tech-savvy. For example, they were twice as likely than nonrespondents to subscribe to Internet-based music subscription services;
- Buyers of entertainment/music/video products were most likely to respond to mobile offers; and
- Categories of mobile offers are dominated by entertainment/music/video (44 percent), followed by food/beverage (21 percent), telecommunications/mobile (21 percent) and beauty/personal care (15 percent).
Automotive/transportation, business services, consumer electronics, financial services and vacation/travel each accounted for 12 percent, while health care/pharmaceutical and real estate each accounted for 7 percent of mobile offers.