Mobile marketing still immature, but most effective among young generations
By Erina Lin, Thursday 26 June 2008 at 21:44 :: World Digital Media Trends :: #1850 :: rss
U.S. mobile marketing continues to be immature, with just 6.9 percent of adults surveyed saying they purchased electronics due to the influence of a video on mobile phones, while 6.4 percent said they were influenced by text messaging, according to BIGresearch's “Simultaneous Media Usage Study,” eMarketer reported.
However, mobile media was twice as effective among younger users, the study found.
More than 14 percent of people ages 18 to 24 said that mobile video influenced them, and 15.9 percent said text messaging did, according to the study, eMarketer reported.
"Given the state of our economy, mobile advertisers have a unique environment in which to build strategies that influence consumers to buy via their cell phones, especially the media-elusive 18- to 24 year-old segment," Gary Drenik, president of BIGresearch, said in a statement.
Another study conducted by Ketchum and the USC Annenberg Strategic Public Relations Center reinforced this idea. The research found young adult influencers use mobile media more than other age groups, according to eMarketer’s recent study “Mobile Social Networks.”
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