Clickz writes…Over the last week, we’ve seen a fair bit of coverage related to consumers’ perception of mobile marketing. So today, I’ll review the results of the Mobile Marketing Association’s (MMA’s) annual attitude and usage study on mobile marketing effectiveness, released to MMA members in December.

The MMA’s annual attitude and usage study, conducted with market research firm Synovate, measures not only perceptions and usage for wireless and text messaging but also overall receptiveness and participation in mobile marketing initiatives. These statistics are hot off the press for ClickZ readers.

Over 1,800 consumers between the ages of 13 and 65 were queried regarding their attitudes on and usage around mobile marketing in the United States using the Synovate online ePanel. Below, a few highlights from the study.

Overall Wireless Usage

Forty-eight percent of the sample reported their wireless phone usage increased significantly over the last year.

The mobile phone has become an important part of everyday life. Seventy-nine percent of respondents report being highly to moderately dependent on the mobile phone.

The average consumer uses approximately 4.8 features on his mobile phone.
Text Messaging Usage

Text messaging is used by 69 percent of survey respondents, and 44 percent use the functionality daily (up from 41 percent in 2005).

Sixteen percent of respondents use text messaging for interactive voting (have you seen “Deal or No Deal” yet?)

Common short codes are used as the primary means for engaging in mobile marketing campaigns. Although short codes were known throughout the respondent group, the highest familiarity and usage were in the 25-34 age segment.
Perceptions on Mobile Marketing

Overall, consumer attitudes toward mobile marketing trended down slightly, with 21 percent reporting they’re highly or moderately interested (compared to 25 percent in 2005).

The youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.

Of the total base queried, approximately 2 percent had engaged in a mobile marketing initiative.

The number of respondents with experience in mobile marketing campaigns who participated in voting campaigns increased strongly from 8 percent in 2005 to 29 percent in 2006.

The highest regarded mobile services include downloads, coupons, and alert-based services.

Wireless Mobile Telecom