@TEOTD, Who is the Mobile Marketer’s BFF?

Mobile Marketing Findings from 2007-2008 Mobile Content Surveys

In November, 2007 and December, 2008, ABI Research conducted an online study among adult US consumers concerning their use of a personal mobile phone for a variety of mobile content application and services, including mobile marketing and advertising.

This Research Brief provides the comparative survey results for the portion of questions related to mobile marketing and advertising. Questions were asked about the frequency of text messaging, the likelihood of responding to mobile marketing messages, reactions to receiving marketing through text messages, and types of incentives most likely to convert offers to responses.

Table of Contents

Executive Summary
Introduction

Section 1.
THE RISE OF TEXT MESSAGING AND MOBILE MARKETING

Section 2.
REACTIONS TO MOBILE MARKETING
Summary
Executive Summary Chart: Reactions to Receiving Marketing Messages via a Text Message, 2008



Charts
  • Text Message on Mobile Phone at Least Once a Day, 2008
  • Responded to a Marketing/Advertising Message via a Text Message, 2008
  • Reactions to Receiving Marketing Messages via a Text Message, 2008
  • Likelihood of Responding to a Text Marketing Message, 2008
  • Types of Incentives Most Effective in Getting You to Respond to a Text Marketing Message, 2008