Direct Marketing Association Velti

Mobile-owning consumers prefer SMS-based promotions over mobile web


By The Drum Team, Editorial

January 5, 2012 | 3 min read

Mobile-owning consumers in the UK, Germany and France prefer receiving promotions through SMS as opposed to other mobile web, new research published by the Direct Marketing Association (DMA) has found.

The research carried out by Toluna QuickSurveys on behalf of the DMA and report sponsor Velti found that 38% in the UK prefer to receive SMS promotions, compared to the 15% who prefer mobile web.

The picture is similar in Germany and France, with 58% and 60% respectively favouring SMS, while 21% of consumers in both counties prefer mobile web.

Mobile redemption is growing steadily, at between 16% in the UK, 17% in the US, 18% in Germany and 24% in France. It was discovered that mobile consumers are still principally using email to opt-out of promotional marketing (77% to 80%) rather than SMS (18% to 28%).

According to the Promoting to the mobile consumer report, which surveyed 4,400 mobile-owning consumers in Europe’s three largest economies, as well as consumers in the US, 40% of UK consumers are interested in being contacted via mobile by advertisers.

Krishna Subramanian, chief marketing officer of Velti, said: “From our perspective, this survey highlights a vast opportunity available to mobile marketers to address the gap in mobile engagement and to bring creative solutions to the table to reach these consumers.

“With mobile growth exploding worldwide in both emerging and developed markets, brands should embrace consumer preferences in every region they reach and develop campaigns that actively engage their current and potential customer base to get ahead of the curve.”

Mark Brill, chair of the DMA Mobile Marketing Council, added: “The mobile channel is not a homogenous market in the EU. Clearly, a 'one size fits all' approach cannot be used across different territories. Even within the same country, acceptable practices will differ depending on the demographics or products.

“The key to acceptable mobile marketing is to understand the target audience's preferences to ensure they engage with consumers in the way they want to be contacted. Taking this considered approach must be at the heart of mobile marketing best practice.”

The report suggests that while advertisers have a significantly higher level of preference over network operators when it comes to sending offers, this may be because networks have left a promotional gap, with only half of consumers in France being promoted to by their operator in the last month. The figures were lower in the other countries surveyed, falling to one third in Germany and less than a quarter in the UK and the US.

It was found that in the UK and the US, acceptance rates for promotional marketing received via mobile are lower than for promotions in general. The research predicts that, over time, willingness for these offers to be promoted via the mobile channel is likely to rise.

Direct Marketing Association Velti

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