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Text is best for mobile promotions European consumers chime, new report reveals

05 Jan 2012 11:08 GMT Back
Text is best for mobile promotions European consumers chime, new report reveals
DMA News

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Mobile-owning consumers in the UK, Germany and France prefer receiving SMS-based promotions as opposed to other mobile channels, new research published by the Direct Marketing Association (DMA) has revealed. 

The study conducted by Toluna QuickSurveys on behalf of the DMA and report sponsor Velti, shows that 38 per cent of UK mobile owners prefer receiving promotional offers via SMS, compared to 15 per cent who favour mobile web. 

For consumers in Germany and France, 58 per cent and 60 per cent respectively opt for SMS as their preferred channel for receiving mobile-based offers, whereas 21 per cent of consumers in both countries prefer mobile web. 

In other findings, the research reports that 40 per cent of UK consumers are interested in being contacted via mobile by advertisers – four times as many consumers who said they would rather receive offers from their mobile network operators.

The inaugural Promoting to the mobile consumer report surveyed 4,400 mobile-owning consumers in Europe’s three largest economies, as well as consumers in the US. The comparative study assesses European and American consumers’ differing attitudes to promotions, favoured kinds of discounts and offer redemption levels, in addition to focusing on mobile-based promotional marketing.   

Krishna Subramanian, Chief Marketing Officer of Velti, says that the findings highlight important cultural differences for marketers working on brands that span multiple countries:

“From our perspective, this survey highlights a vast opportunity available to mobile marketers to address the gap in mobile engagement and to bring creative solutions to the table to reach these consumers. 

“With mobile growth exploding worldwide in both emerging and developed markets, brands should embrace consumer preferences in every region they reach and develop campaigns that actively engage their current and potential customer base to get ahead of the curve.”

Mark Brill, chair of the DMA Mobile Marketing Council, adds:

“The mobile channel is not a homogenous market in the EU. Clearly, a 'one size fits all' approach cannot be used across different territories. Even within the same country, acceptable practices will differ depending on the demographics or products. 

“The key to acceptable mobile marketing is to understand the target audience's preferences to ensure they engage with consumers in the way they want to be contacted. Taking this considered approach must be at the heart of mobile marketing best practice.”

The Promoting to the mobile consumer report is available for download from the DMA website: click here.

Tristan Garrick, DMA PR Manager
Tel 020 7291 3315

Notes to editors
Key findings

Part 1: 

  • UK and US consumers differ from those in Germany and France in their reception to mobile marketing offers. 
  • In the UK and the US, there’s a strong appetite for preference-based offers (75% and 72% respectively) and very low levels of resistance to getting offers (5% in both countries). 
  • In Germany and France, offers based on likes and dislikes also have the greatest traction, but at a lower level (46% and 50% respectively). 
  • There are also far more consumers in these countries who want no offers at all (22%). 
  • 3/4 of consumers regularly pass on offers to friends and family - this would rise even higher in the UK and the US if consumers are offered an incentive to do so. 
  • Online promotional sources have been widely adopted, with Groupon taking the highest share (60% of consumers in France use it, 52% in the US and 45% in Germany). In the UK, MyVoucher Codes maintains an advantage, at 42% using compared to 35% for Groupon. 
  • Printing vouchers remains the primary mechanism for redeeming offers in the UK and the US (71% and 75%), but using discounts in online shops has overtaken print in Germany (56% compared to 49%). Half of British and American consumers are also redeeming offers online. 

Part 2: 

  • Mobile redemption is growing steadily, at between 16% in the UK, 17% in the US, 18% in Germany and 24% in France. Mobile consumers are still principally using email to opt-out of promotional marketing (77% to 80%) rather than SMS (18% to 28%). 
  • There’s still a task for brands and network operators to demonstrate to consumers the benefits of receiving promotional marketing and gaining permission to do so. In the UK and the US, acceptance rates for promotional marketing received via mobile are lower than for promotions in general. Over time, willingness for these offers to be promoted via the mobile channel is likely to rise. 
  • While advertisers have a significantly higher level of preference over network operators when it comes to sending offers, this may be because networks have left a promotional gap - at best, only half of consumers in France have been promoted to by their operator in the last month, falling to one third in Germany and less than a quarter in the UK and the US. 
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