The Mobile Marketing Association has published its latest Mobile Consumer Briefing, which is looking at consumer exposure and responses to mobile advertising in the UK, France and Germany.
On average, 45% of European consumers noticed mobile advertising and 29% of these people responded to it. 39% of the respondents then made a purchase. German consumers who responded to mobile ads were the most likely to make a purchase – 49% of them – followed by 47% of UK consumers and 22% of French consumers.
Opted-in SMS advertising was the most effective method for soliciting consumer response in the UK, preferred by 40% of respondents. Mobile advertising that included time-sensitive special offers or discounts was named as the most important factor leading to a purchase (35% UK), followed by mobile coupons (34% UK).
Peter A Johnson, the MMA's vice president of market intelligence and author of the study, said "The findings are extremely significant as they indicate a high awareness and efficacy of mobile advertising among European consumers. This latest research demonstrates that Europe’s mobile consumers have transformed mobile advertising from last year’s marketing prophecy into this year’s required marketing practice. But getting mobile advertising right requires researching the unique opportunity offered by the different mobile media. For example, an advert delivered via the under-hyped opted-in SMS turns out to be the most likely to open a consumer’s wallet."