Friday, December 7, 2007

Asian mobile users receptive to mobile marketing

I just got back from Hong Kong having attended the Mobile Marketing Forum and the regular Board of Directors Meeting for APAC. In that meeting, we were presented with the findings conducted by Synovate and sponsored by the Mobile Marketing Association (MMA).

The survey found that Asia Pacific mobile users are very receptive to mobile marketing especially with mobile coupons and status alerts over purchases. The high usage of smartphones in Asia, especially in China and India, gives mobile marketers more options for executing campaigns, concluded the survey.

The survey said half of those interviewed expressed at least moderate interest in mobile marketing, while 13% indicated high interest for reasons of immediacy and convenience.

Mobile users are more likely to have experience with sweepstakes/voting and receiving information about new products than with other mobile marketing applications. The study said they were most interested in mobile coupons, status alerts about accounts or purchases, alerts on special sales and sweepstakes.

The greatest potential was seen in India and China, followed by Hong Kong, where mobile users already have participated in such programs.

Not surprisingly text message usage is high, accounting for more than 60% of the region's users. This translated into a large addressable audience for SMS-based marketing, the study noted.

The findings were based on a survey of 1,901 mobile users in Australia, China, Hong Kong, India, Japan and Korea.

If you would like to get a copy of this report, please visit MMA's website at to find out information about how you can become a member of MMA as this report is exclusively distributed to MMA's members only.

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