Categories
Close
Menu
Menu
Close
Search
Search

Featured Articles

News

More than 100 million European mobile users have received SMS advertising

Mark

Share:

Print

Rate article:

No rating
Rate this article:
No rating

A new report from research company comScore says 100 million mobile phone subscribers in the UK, France, Germany, Spain and Italy have seen SMS advertisements. In addition, more than 57 million subscribers said they’d seen an ad on their mobile phone when browsing the internet or accessing an application.

This means that SMS ads reached 43.6% of the estimated 230.5 million mobile users in the ‘EU5’ countries, while web or app ads were recalled by nearly a quarter of the total mobile audience.

Most SMS ads were for products, services or brands. These reached 26.3% of mobile consumers, with 5.7% responding to the ads. Conversely, SMS ads asking for charitable donations were seen by 4.2% of people, with 11.6% of recipients responding.

Overall, smartphone users were twice as likely to be exposed to mobile advertising as the average mobile subscriber. In the UK, nearly two out of three smartphone users (62.7%) recalled having seen an ad while browsing or using an app.

Jeremy Copp, European VP Mobile at comScore, said “While the majority of mobile adverts are still effectively distributed via SMS and good response rates indicate acceptance among mobile phone owners, the growing smartphone adoption across all EU5 countries continues to enable the emergence of richer mobile advertising. Mobile web and app ads increase the possibilities of accessing prime audiences and provide advertisers with additional marketing opportunities beyond traditional mobile techniques.”

Comments

Collapse Expand Comments (0)
You don't have permission to post comments.

Opinion Articles

ExclusiveDiscover the secrets of mobile innovation at The Mobile Academy in London

Mark Bridge writes:

Developing a successful mobile product or service isn’t just a question of having a great idea. There are all sorts of challenges, from the technical aspects of application development to the wider issues of branding and funding.

That’s where The Mobile Academy steps in. It’s a London-based mobile masterclass designed to give you a helping hand with innovation, whether you’re an entrepreneur, a business owner, a developer or a designer.

ExclusiveRIM boss ignores the questions when asked about BlackBerry difficulties and competitors

Mark Bridge writes:

Live TV and radio interviews. They can be worrying things, even when you’re not expecting to be challenged too much. I know this from experience. So when your company is launching a much-delayed operating system, you’d expect a few difficult questions… and you’d be ready with a response.

The official response of RIM is apparently to ignore the questions.

ExclusiveMobile phones transform lives in Africa

Jennifer Lazuta of voanews.com writes:

Rene Mendy, a street vendor in Dakar, has never had enough money to open a bank account. But now, thanks to an emerging mobile phone banking service, he has access to many financial services.

ExclusiveLast week at The Fonecast: 28th January 2013

Mark Bridge writes:

I didn’t study economics at college, which is probably one of the reasons I have a very simple perspective on quarterly results. As far as I’m concerned, they fall into one of three categories: much as expected, better than expected or worse than expected. Anyway, it’s the time of year when some of the biggest names in the mobile telecoms industry publish their financial results – so here we go.

ExclusiveBringing personalised radio to your smartphone

Mark Bridge writes:

Targeted advertising on mobile devices is something we’re all getting increasingly familiar with. Visit a web site and there’s a good chance you’ll see an advertisement that’s aimed directly at you, perhaps using information about the sites you’ve previously visited, the type of smartphone you’re using or even your location.

Yet listen to the radio or stream music on your smartphone and that same level of personalisation hasn’t been aavailable. That’s all changing now, with help from a new service called UTuneMe.

RSS
First2324252628303132Last

Recent Podcasts

ExclusivePodcast from Mobile World Congress 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

ExclusiveLooking back at February: from security scares to multiple MVNOs

We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

We also talk about the planned BT and EE merger, the creation of two new UK virtual networks, some acquisitions in the mobile payment arena and a new Ubuntu smartphone.

ExclusiveA month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

RSS
12345678910Last

Follow thefonecast.com

Archive Calendar

«October 2026»
MonTueWedThuFriSatSun
2829301234
567891011
12131415161718
19202122232425
2627282930311
2345678

Archive