Mobile Market Research

  • Uploaded by: Sho
  • 0
  • 0
  • November 2019
  • PDF

This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA


Overview

Download & View Mobile Market Research as PDF for free.

More details

  • Words: 587
  • Pages: 3
7 MOBILE

7.1 Response to Mobile Marketing According to a November 2007 survey by the Mobile Marketing Association (www.mmaglobal.com), about 25% of U.S. mobile users have opted-in for some type of mobile marketing. Among this group, the types of marketing programs participated in have been as follows: • Participated interactively in sweepstakes or voting campaigns: 45% • Received status alerts about account or products purchased: 33% • Received advertisements for products or services: 24% • Received information about new products or services: 23% • Downloaded ringtones, wallpaper, or games based on new book, recording artists, etc.: 21% • Received alerts for special sales or discounts on products or services: 16% • Obtained mobile coupons that could be redeemed at stores or restaurants: 10% According to a survey by the Direct Marketing Association (www.the-dma.org), the following percentages of mobile users ages 15 and older have responded to various types of mobile phone offers: • A text message for a product or service: 17% • Surveys sent to a mobile phone: 10% • An e-mail offer for a product or service: 7% • A web offer on mobile phone’s Internet browser: 5% • A coupon offer for a product or service: 4%

7.2 Market Assessment and Forecast Mobile advertising spending is assessed by eMarketer (www.emarketer.com) as follows: • • • • • •

2007: 2008: 2009: 2010: 2011: 2012:

M obile M essage Ad

M obile Display Ad

M obile Search Ad

$ 810 million $1.47 billion $2.38 billion $3.06 billion $3.83 billion $4.50 billion

$ 34 million $ 85 million $186 million $327 million $453 million $541 million

$ 35 million $ 107 million $ 242 million $ 531 million $ 910 million $1.48 billion

Total

$ 878 million $1.66 billion $2.81 billion $3.92 billion $5.19 billion $6.52 billion

The 2009 Entertainment, Media & Advertising Market Research Handbook

• 45 •

A survey by iMedia Connection (www.imediaconnection.com) found that two-thirds of online marketers planned to do no more than dabble in mobile marketing in 2008. _________________________________________________________________

“Of every marketing dollar spent on mobile in 2007, 95¢ was testing the water. This year it will be more like 80¢. By 2009, it will be its own line item.” John Gauntt, Senior Analyst eMarketer Brandweek, 12/31/07 _________________________________________________________________

Nielsen Mobile (www.nielsenmobile.com) reported that 58 million U.S. mobile subscribers, or 23% of all subscribers, viewed an ad on their mobile phone in February 2008 alone; 28 million responded at least once to a mobile ad. The Mobile Advertising Report, by GfK NOP Research (www.gfknop.com), reported the following percentages of mobile phone users saw a mobile ad in 2007: • SMS (text, short message service): 17% • MMS (video, multimedia messaging service): 9% • WAP (wireless application protocol): 8% • Mobile TV or video: 5% • Mobile radio: 3% The problem, according to BusinessWeek, is that advertisers don’t know what users are doing, if anything, when they see ads.

7.3 Incentives for Mobile Ads According to a survey by Harris Interactive (www.harrisinteractive.com) conducted in June 2008, 56% of teen and 37% of adult cell phone users would be willing to accept incentive-based advertisements. Among these groups, preferences are as follows: • • • • •

Financial incentives, cash: Free minutes: Entertainment downloads: Music downloads: Discount coupons:

Teens

Adults

70% 53% 61% 57% 44%

80% 49% 31% 24% 37%

A 2007 survey by Nielsen Mobile found two-thirds of mobile users feel ads are a fair price to pay for free music content.

The 2009 Entertainment, Media & Advertising Market Research Handbook

• 46 •

Related Documents

Mobile Market Research
November 2019 17
Market Research
June 2020 11
Market Research
November 2019 32
Market Research
June 2020 15
Market Research
June 2020 12
Market Research
June 2020 15

More Documents from ""