Survey: Mobile marketing grows, still lags behind consumer interest

Although 37 percent of consumers say they would be interested in participating in a mobile customer loyalty program tied to a brand they trust, 83 percent say their favorite brand has yet to market to them via mobile device according to a new survey issued by mobile marketing firm HipCricket. Among wireless subscribers who have received mobile marketing offers,  47 percent demonstrate brand recall and 94 percent of those remember the specific call to action. In addition, 34 percent of respondents said they received a marketing offer via SMS in the last 12 months, up from 28 percent in HipCricket's 2008 survey.

The survey also notes the mobile web's continuing momentum as a consumer information resource--85 percent of respondents told HipCricket the mobile Internet is a valuable source for data that interests them. Twenty-one percent said they access it every day, and 37 percent report they browse the mobile web once a week.  Moreover, 41 percent of respondents have visited a retailer's website via mobile device--70 percent were looking for store locations, 51 percent sought store hours, 39 percent wanted directions and 29 percent looked for coupons/promotions.

For more on the HipCricket survey:
- read this release

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