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BizReport : Mobile Marketing : April 16, 2008
M:Metrics: 3/4 of men reply to SMS messages
The amount of consumers responding to messages sent via text message is increasing. According to a recent report from M:Metrics, in Western Europe nearly 40% of males aged 18-34 log on to the mobile web and 9% of those respond to SMS message ads.
Comparatively, only about 19% of women in the same age group are logging on to the mobile web, indicating that targeting males for mobile could increase campaign ROI.
“Reaching the 18 to 34-year-old age demographic is a real challenge to advertisers, as this group is spending less time consuming print and broadcast media,” observed Paul Goode, senior analyst, M:Metrics. “According to TGI M:Metrics data, in Great Britain, young consumers are redirecting that attention to mobile, as 18 to 34 year olds comprise 56 percent of mobile media users, compared to only 29 percent of TV viewers."
What makes UK users even more precious to advertisers is that many UK users are defined as "cash rich, time poor". What this means is that UK users are likely to have expendable cash and because they are so time-strapped they are likely to turn to the mobile web to get the information they need. This makes UK users a prime target for mobile marketers.
In the US, the numbers are slightly different. More Americans are consuming mobile media but these users do not respond to SMS ads at the same rates. US users, it seems, are more likely to have a data plan to use the mobile web for content and information gathering.
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