Reseach Reveals Enthusiasm for Mobile Response

The Mobile Marketing Association (MMA) and research partner Lightspeed Research have released the results of the latest UK, French and German Mobile Consumer Briefing reports on advertising with mobile response options.

Lightspeed surveyed 1,000 consumers in each market, between 1 – 5 July. The study found that, on average, a quarter of consumers would be more likely to respond to advertising in any media if they could do so using their mobile device. Of the most common mobile response options, texting a keyword to a shortcode was consumers’ preferred method for responding to ads in each country.

In this month’s study, respondents were asked about their awareness of, and preferences for, mobile response options, and how these would enhance their engagement with advertising. Consumers of all age groups demonstrated high levels of awareness and response across multiple media delivery methods, including print media, cinema, radio, outdoor and in-store advertising.

Television advertising was most frequently mentioned for its inclusion of mobile response mechanisms across all three markets, and was perceived by consumers to be the medium where mobile response was most effective. UK consumers, however, were found to be more likely to respond via mobile to ads seen on a PC or laptop, while those seen in a print magazine or on a PC or laptop were most popular in France. Direct mail came out on top for consumer response via mobile in Germany.

Key findings of the report include:

  • On average, 25 per cent of consumers (31 per cent UK, 24 per cent France and 20 per cent Germany) felt that they would be more likely to respond to an ad that provided a mobile response cue.
  • In the UK, mobile response advertising seen on a PC or laptop elicited a higher activity rate in the last month (25 per cent) than other media. In France, print advertising or advertising delivered via a PC or laptop was the most popular (34 per cent), while direct mail was ranked the highest in Germany (23 per cent).
  • Texting a keyword to a shortcode was recognized as the best way to gain a response in all three countries, while going to a mobile site or calling a number were also popular across all markets.

“These regular reports represent invaluable insight to marketers on key issues that can help them understand the opportunities that mobile enables,” says Ralph Risk, marketing director, EMEA at Lightspeed Research. “It is interesting to note that television was the most recognised channel for providing mobile response, and the one that consumers felt would be the most effective, yet it did not generate the highest response. Marketers need to understand the best channels to help encourage consumers to respond to their campaigns, both in terms of the media channels available, but also the response mechanisms.”