Don't Mention the 'P' Word

And so to The Hospital, not because I'm ill, but because that's the trendy London venue where the Mobile Marketing Association has chosen to release the results of its ‘Mobile Attitude and Usage Study’ for five markets in Western Europe.
The MMA has conducted similar studies in the US and Asia Pacific, which were released in Q4 2007, but this was the first European study. Like the previous studies, it was conducted by Synovate, a global market research firm, on behalf of the MMA, and is available, free of charge, to all MMA members. The study will be repeated annually.
Presenting the results, Synovate Director, Telecom & Technology, Ian Maggs, said the study had been designed to establish who is doing what with their mobile phones, and the degree to which they would be prepared to be marketed to on their mobile devices. The results, he said, clearly demonstrated mobile marketing's considerable potential. 
The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain online, and, the MMA says, provides actionable insights into the region’s consumer mobile usage by demographic group and awareness. The report also identifies usage of mobile phone features and services, and interest in and concerns about specific applications.
The study found that one in 10 mobile users in the Western European markets is highly interested in mobile marketing, while another three in 10 indicate moderate interest. This level of interest translates into an overall growth opportunity for mobile marketing, the MMA believes. MMA President Laura Marriott told Mobile Marketing that she did not have comparative figures to hand from the other studies, but her recollection was that these figures were higher in the US.
Italian and Spanish consumers are most interested in mobile marketing. Over half of all users in Italy and Spain are at least moderately interested in mobile marketing and similar proportions express potential to opt in.
2-way text messaging is the most important mobile feature across all age groups. The ability to send and receive SMS was at the top of the list for all age groups except teens, for whom it ranks second to camera functionality. Across the Western European markets surveyed, seven in 10 have experience with text messaging, with the most text-savvy consumers in Italy and Spain. Over half of all users surveyed use SMS at least weekly and 37% are daily users. Daily use is most common among 13 – 24 year olds.
Western European consumers are poised for an increase in mobile marketing, the study found. 15% of all consumers surveyed have had some experience of mobile marketing. Mobile phones are almost universal, and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly, and seven in 10 are familiar with the technology.
Interactive voting, receiving ads and product or service information are the most common applications of mobile marketing. 18 - 34 year olds have the highest rate of participation in mobile marketing efforts. However, age is not strongly predictive; interest levels are similar across ages 13 - 54.
Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal. Over half the users have increased data usage to some extent in the past year, compared to just under half of the respondents reporting an increase in voice usage.
Richard Saggers, MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services, said the study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services. He said:
“These results indicate Italy and Spain are significantly advanced users of mobile, and already have the most experience with mobile marketing and are therefore more likely to participate. At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.”
Marriott said she believes that Western Europe represents a significant opportunity for mobile marketers. She said:
“One in three consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it. With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing tool.”
In his preamble, Saggers said the MMA would continue to focus on education, evangelisation and communication in 2008, in order to build awareness of and confidence in the mobile channel. As part of this process, he announced that the next MMA Forum would be staged in the UK, which he described as: “a key market in this region”. He also said it was significant for the mobile channel that over the past 18 months, several specialist mobile agencies have been bought up by mainstream agencies, including the big boys like Publicis and WPP.
Saggers and his colleagues at the MMA had an extremely busy and productive year in 2007. Based on what we heard today, it looks like being equally busy in 2008, and that can only be good news for everyone. Who knows, by this time next year, we might even be in a position where we can stop talking about mobile marketing's potential and celebrate its arrival in the mainstream. 

David Murphy
Editor