DMA – Promoting to the Mobile Consumer Report 2011

Mobile-owning consumers in the UK, Germany and France prefer receiving SMS-based promtions as opposed to other mobile channels, new research published by the Direct Marketing Association (DMA) has revealed.

They are generally open to promotional offers, but they have very clear preferences about where they want to reveice them and the type of offers that they like. Getting right pitch into the right channel will therefore have a positive uplift on marketing performance. Key findings from this research indicate that there are both opportunities and issues facing promotional marketers as they look to tackle the mobile consumer.

The study conducted by Toluna QuickSurveys on behalf of the DMA and report sponsor Velti, shows that 38 per cent of UK mobile owners prefer receiving promotional offers via SMS, compared to 15 per cent who favour mobile web.

view the report