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.
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