Mounting Consumer Interest Creates Significant Opportunity for Brands to Connect with Customers via Mobile Device | Reuters
HipCricket Consumer Survey Reveals Growing Demand for Brands to Leverage the Mobile Marketing Medium with 37 Percent of Consumers Showing Interest in Participating in Mobile Customer Loyalty Programs KIRKLAND, Wash.–(Business Wire)– Growing consumer interest in mobile marketing and customer loyalty programs has created a significant and largely untapped opportunity for brands to connect with customers on their mobile devices. The second annual HipCricket Mobile Marketing Survey shows that while 37 percent of consumers would be interested in participating in a mobile customer loyalty program from a brand they trust, 83 percent say their favorite brand has yet to market to them via their most personal device, their mobile phone. Mobile marketing campaigns are becoming significantly more influential and effective, according to the study.HipCricket found that of those consumers who have received mobile marketing offers, 47 percent have brand recall and 94 percent of those remember the specific call to action. The survey highlights the continued influence of text messaging/SMS as both a communications and marketing tool. Specific findings include:
* Aside from phone calls, 73 percent of people said they use their mobile device most for texting friends * 34 percent have received a marketing offer on their cell phone via text message (up from 28 percent in 2008) The study revealed that the mobile Web continues its momentum as an increasingly important information resource for consumers. Specifically:
* 85 percent of respondents agree that the mobile Web is a valuable source for information that interests them * 21 percent of respondents access the mobile Web at least once per day and 37 percent access it at least once per week * 41 percent of respondents have visited a retailer`s website from their mobile phone. The most popular reasons include: * To find store locations – 70 percent * To find store hours – 51 percent * To get directions – 39 percent * To look for coupons/promotions – 29 percent "With consumer interest in mobile marketing continuing to steadily increase, it`s clear that now is the time for brands to launch and execute their mobile strategy and programs," said Scott Debson, HipCricket`s Vice President of Brand Solutions.
"Mobile initiatives are succeeding because they connect a demand from the consumer with high levels of recall. The study highlights that brands should be taking advantage of the mobile medium." About the 2009 Mobile Marketing Survey The 2009 HipCricket Mobile Marketing Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior. The survey was conducted in September 2009 via email and is based on 511 respondents. The survey is sponsored by Kirkland, Washington based HipCricket. To request a research brief with detailed information on the findings, please contact Nicole Cornwell at hipcricket@famapr.com. About HipCricket HipCricket, Inc. drives new revenue and customer loyalty for consumer brands, broadcast stations, and media companies through strategic, creative and measurable mobile marketing interactivity.
Recognized as a pioneer by CTIA, the preeminent wireless association, the mobile marketing software and solutions company has delivered more than 45,000 successful campaigns for customers including Coca Cola, Staples, Hershey`s, Jameson, Clear Channel Radio, Premiere Radio Networks, Sandusky Broadcasting and NBC. With its industry-leading technology and experienced, customer-focused team, HipCricket produces interactive campaigns through SMS, Mobile Web/WAP, and mobile advertising and now connects brands with audiences they desire to reach via the first comprehensive Hispanic Mobile Marketing Network. The company is based near Seattle with additional operations in New York and Mexico City. More information can be found at http://www.hipcricket.com.
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