Mobile Marketing Q3 2008 Report from MMA

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Written on Tuesday, December 16, 2008

I've just finished reading the Mobile Marketing Association US Report for Q3 2008. The report explains that:
More people in the United States (and indeed globally) have a mobile phone than an Internet-connected PC. Consumers are quickly emigrating away from pay-per-use mobile services and are heading toward free-to-enduser services that are supported by advertising. Coupled with a fragmenting media landscape, advertisingsupported, free-to-end-user services create exciting opportunities for brands to reach consumers in ways never before possible.
It's been very informative, and though it contains somewhat expected information, it is very reassuring to hear about this from an official source. I've gone through the rest of the report and summed everything up in a quickly digestable list of bullets, to highlight the important points:

1. Mobile Services Usage
  • Subscribers up 6% from 251 million to 267 million
  • SMS up 14% from 140 million to 160 million (this is still the predominant mobile data service)
  • MMS up 15% from 88 million to 102 million
  • Mobile internet used by 29% of subscribers (78 million people)
  • Mobile video/tv up 6%
2. Mobile Advertising Penetration
  • 39% of subscribers (104 million) remembered some form of mobile advertising: an 8% increase from Q4 2007
  • 60 million recalled ads seen in SMS (42% increase!)
  • 40 million recalled ads seen in MMS
  • 31 million recalled ads seen on the mobile web (fastest growing -- 56%)
3. Who is seeing mobile advertising?

Gender
  • slight majority (58%) male (but might down to targeting of ad campaigns)
  • 64% male recalled SMS ads
  • 52% male recalled MMS ads
  • 58% male recalled mobile Web ads
  • 66% male recalled mobile TV/video ads

Age group
  • 52% of those recalling mobile ads are aged 35-64,
  • 28% are aged 50+ ,
  • A mere 43% are under 34.

Ethnic profile
  • Caucasians predominant amongst those recalling mobile advertising (though mobile ownership higher for non-caucasians).
  • Mobile marketing campaigns targeting non-whites probably not taking place, or unsuccessful.
The full report comes with pretty graphs and is recommended reading if you are in the field (especially for you from the US) as it gives a very good quick overview of the US mobile market.

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