Key Characteristics of Mobile Marketing Users and Non-Users Mobile Mobile Marketing Marketing Users Non-Users Men 57.9% 46.2% Women 42.1% 53.8% Average Age 39.2 45.9 Online search triggered by cell phone 17.4% 2.4% Communicate about search via cell phone 41.3% 26.3% Download music/video to cell phone 33.3% 14.6% Regularly Use Facebook 37.9% 27.8% Regularly Use MySpace 23.2% 9.8% Regularly Use Twitter 13.1% 3.5% Source: BIGresearch, SIMM 14The mobile marketing user segment represents a desirable consumer group for specific products such as electronics. They are much more likely to purchase electronics over the next six months than the non-user group: 22.4% plan to buy a computer (v. 13.1%), 20.2% plan to buy a TV (v. 12.6%) and 11.2% plan to buy a digital camera (v. 7.1%). Since June of 2008, the percentage of people who don't like mobile marketing has increased. 66.8% don't like text ads (v. 63.5 in '08), 60.2% don't like voicemail ads (v. 56.8% in '08) and 59.6% don't like video ads (v. 56.1% in '08). The percentage of people has also increased for those who say marketers need permission prior to sending an ad (58% v. 55.6% in '08) and those who think they are an invasion of privacy (52.1% v. 49.5% in '08). "Marketers are excited about the potential of mobile marketing, but they need to beware," said Gary Drenik. "Cell phones are perceived by consumers as a very personal form of media and unwanted messaging could be interpreted as an invasion of privacy. There is a risk in the mobile space of turning consumers off and have a negative impact on ROI." For complimentary report: http://info.bigresearch.com/ About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 8,000+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at http://www.bigresearch.com
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