The Mobile Marketing Association (MMA) and its official research partner, Luth Research, released the latest Mobile Consumer Briefing, which deals with location-based mobile advertising.
More than 1,000 U.S. adult consumers (demographically representative sample) have been surveyed in mid-March, and the results show that:
- 91% of respondents have a mobile phone, with 26% of them having used a “map, navigation or some other mobile phone service that automatically determines your current location.”
- Nearly half of those who noticed any ads while using location-based services took at least some action — that’s a significantly higher rate than for those who noticed advertisements while sending/receiving text messages (37%) and almost twice the rate of those who saw an ad while browsing Web sites (28%).
- 10% of the mobile phone owners surveyed use mobile location services at least once a week.
- 63% of Apple iPhone owners use location services at least once a week.
- Adults ages 25-34 are frequent users of location services, with 22% using them at least once a week.
- Respondents said they use these services most frequently to “locate nearby points of interest, shops or services.”
- Consumers are interested in allowing their phone to automatically share their location in exchange for perks, such as free use of mobile applications and mobile coupons.
In a nutshell, Mobile Marketing Association wants to say that location-based mobile advertising works best (when compared with other mobile ad types).
The full MMA Consumer Briefing with summary and all the charts is available to the MMS members, only…