MMA: Mobile marketing participation tripled in '06

The Mobile Marketing Association issued its annual attitude and usage study on mobile marketing effectiveness, reporting that consumer participation in mobile campaigns more than tripled in 2006. According to the MMA, 29 percent of consumers between the ages of 13 and 65 took part in mobile marketing initiatives last year, up from just 8 percent in 2005; 69 percent of respondents said they employ text messaging services, with 44 percent using SMS on a daily basis. Consumers favor downloads, coupons and alert-based services over other mobile marketing initiatives.

For more on the MMA report:
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