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BizReport : Mobile Marketing : June 28, 2012

UK: Consumer demand for mobile marketing ahead of supply

If you want to get your brand messaging to consumers' mobile devices, making the move before your competitors is critically important, according to new research from Velti and MobileSquared.

by Helen Leggatt

Consumer research in the UK reveals that almost half (45%) are willing to receive branded communications on their mobile device as long as they are delivered according to the opt-in terms.

That figure rises to 55% among "trusted brands" which are, according to Velti's research, retailers, financial services and travel firms. Brands that want to get in front of mobile users need to get in quick. According to the study, the average number of brands a consumers will sign up to is just three.

British consumers are also open to receiving messages on a frequent basis. Over a third (37%) would be happy to receive messages from their chosen brand on a daily basis while 24.6% prefer messages on a monthly basis. A quarter (24.5%) would like to receive messages at any time of the day or week, including the weekend.

While over a third (36.9%) prefer to receive branded communications via mobile messaging such as SMS (24.3%), MMS (5.1%) and mobile optimized email (7.5%), over three-quarters (78.3%) prefer email.

However, as research as shown, many British mobile users, 36% according to UK-based digital agency Steel London, read email on their mobile devices. It is therefore important that those emails connect consumers to a mobile-optimized experience or they risk being abandoned.

"The research we've carried out challenges perceived mobile marketing thinking and puts consumer demand for marketing ahead of supply," said Barry Houlihan, GM, Velti. "In fact, UK consumers are far more open to branded communications than many companies believe - provided their delivery preferences and opt-in choices are respected and the brand earns the all-important trust of the consumer."

Tags: brand communications, brand marketing, consumer insight, mobile marketing, mobile messaging, mobile optimization

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