MMA: One in four U.S. users interested in mobile marketing

One in four mobile subscribers in the U.S. and Western Europe expresses strong or moderate interest in mobile marketing efforts according to non-profit industry trade group the Mobile Marketing Association's Annual Mobile Attitude and Usage Study, conducted with research partner Synovate. The MMA reports that overall user interest in mobile marketing varies by geography: While the U.S. and Western Europe are roughly comparable, interest levels in the Asia Pacific and Latin American markets are far more impressive, with between one half and two thirds of respondents expressing strong or moderate interest. In addition, roughly one in five subscribers in Asia Pacific and Latin America took part in mobile marketing efforts in the past year--across all regions, mobile users most commonly participated in text-to-win and interactive voting campaigns.

Other key findings of the MMA's Annual Mobile Attitude and Usage Study:

• Regardless of market, more than half of mobile consumers report their mobile phone is "highly important" to their daily life.
• Usage of non-voice applications like text, mobile web, camera and photo messaging is strong in all markets.

For more on the MMA survey:
- read this release [1]

Related articles:
MMA [2] revises Mobile Ad Measurement Currency Definitions
MMA [3] releases Mobile Advertising Guidelines