Articles

10.7.2010 Mobile marketing gains ground in US

A growing number of consumers in the US would like to access offers and coupons via their mobile phones, according to a study. Placecast, the marketing firm, partnered with Harris Interactive, the research company, to survey 2,046 adults in the country.

Overall, one third of respondents that had opted in to receive mobile alerts from brand owners had visited a specific store after being sent information in this way. A further 27% agreed their purchase decisions in bricks-and-mortar outlets had been influenced by this form of communications.

More broadly, 28% of participants were at least "somewhat interested" in signing up to programs providing them with updates about new products, sales or discounts. When asked to identify the categories where they would be most willing to follow this course of action, 68% chose the grocery sector.

Some 64% afforded such a status to restaurant chains, falling to 50% for fast food, 42% for electronics, 37% for coffee and beverages and 33% for beauty and fashion.

Women displayed a greater enthusiasm for adding their names to mailing lists in every segment assessed with the exceptions of electronics, sporting goods and promotions from bars and nightclubs.

In all, 40% of contributors said text messaging was either "extremely" or "very" important to them.

As these properties are only available on smart phones, which have a penetration rate of 21% at present, Placecast suggested the "reach for marketers through these platforms is still in question." More positively, 37% of the sample that had already registered to take part in mobile marketing schemes thought targeted deals linked on their precise whereabouts could be "useful."

B.L. 10.7.2010