Older age groups show growing interest in mobile use

The youth market has traditionally led the way in mobile marketing, but the older generation is beginning to take part in these campaigns as well. That is the word from a new study from the Mobile Marketers Association (MMA).

by Kristina Knight

Youths are the most likely to use texting features and participate in mobile ad campaigns at 30-40%. However, the older age groups are increasing their use of texting and other mobile features according to the study.

A higher percentage of consumers are becoming more dependent on mobile phones for communication and information, according to Wayne Irwin, President, LogicaCMG Telecoms, North America. He said in a prepared statement, “Consumers are not only increasing their acceptance of mobile marketing, but are showing this acceptance through increased participation in marketing programs.”

The MMA surveyed 1,800 users between 13 and 65 years of age. It found that 70% of consumers have used text messaging, making texting the most popular feature on a mobile phone. 44% use text messaging daily, up from 41% in 2005. Participation in mobile campaigns more than tripled in 2006 to 29%; that is up from 8% in 2005.

The most popular services for mobile consumers are downloads (music and video), coupons and coupon codes for better savings and alert-based services like news, weather and sports updates.