Although many people are beginning to notice mobile marketing campaigns, the question is, to what extent? The Nielsen Media Company began answering that question with their latest research and the results are good for mobile marketing entrepreneurs. Nielsen reports that twenty-three percent (58 million users) of U.S. mobile subscribers have “been exposed to advertising on their phones in the past 30 days” (fiercewireless.com). Half of these people who recalled seeing an advertisement on their mobile phone said they responded to the ad in one way or another.
Through further research, Nielsen also shed light on which segments of the population were most likely to respond to mobile marketing. Age wise, teenagers represented the largest sector that recalled a mobile advertisement whereas Asian Americans and African Americans constituted the highest percentage when looking at racial demographics. In each of these groups, 40-46% of the people surveyed recalled seeing a mobile ad in the last 30 days. Additionally, Nielsen found that SMS text messaging was the most popular response method followed by “click-to-call.”
So what does all this mean? For the mobile marketing community it signals the growing success of this new industry. The Nielsen Media Company’s data verifies mobile marketing as a genuine advertising vehicle that has endured substantial growth in a short period of time. As the data indicates, people are embracing this new technology, revealing how important mobile marketing has become. Not only are people noticing mobile ad campaigns, they are also interacting with them, something no other marketing outlet can trigger on such a large scale. As more and more companies and brands embrace mobile marketing strategies, the number of mobile users who interact with these campaigns is sure to increase accordingly. Therefore, keep your eyes peeled and watching as mobile marketing takes the world by storm.