The latest Mobile Consumer Briefing report from the Mobile Marketing Association and Lightspeed Research has revealed that 31% of UK consumers felt they'd be more likely to respond to an advert that provided the option of responding by mobile phone. The figures were 24% for French consumers and 20% for Germans.
Texting a keyword to an SMS shortcode was the preferred method for responding to adverts in each country.
Consumers in all three markets thought that television advertising was the media where a mobile response would be most effective although, in reality, UK consumers were more likely to respond via mobile to adverts seen on a PC or laptop. The French were most likely to respond via mobile after seeing ads on PC/laptop or print magazines, while direct mail came out top for consumer response via mobile in Germany.
Dr Peter A Johnson, VP of Market Intelligence for the MMA, said "Enabling consumers to respond to traditional advertising methods via mobile is a great way of bringing adverts to life and increasing their impact with today’s highly mobile consumer. Using mobile as an access point enables consumers to engage with brands of their choice whenever and wherever they want. Integrating mobile response mechanisms into other advertising channels also provides an effective way of assessing return on investment from which to shape future campaigns and understand consumer behaviour."