Some 60 percent of respondents have noticed an ad that allows a mobile response, and 39 percent have noticed at least one within the past week, according to U.S. Mobile Consumer Briefing, a monthly survey by The Mobile Marketing Association (MMA) (www.mmaglobal.com) and its official research partner, Luth Research (www.luthresearch.com).
The new survey found that Apple iPhone owners and young adults ages 18 to 24 are the consumer groups most likely to have seen an ad today with a mobile response option. The survey also found that 70 percent of mobile users who noticed ads with a mobile response capability saw them on TV. Desktop and laptop PCs were the next most common media channel, followed by radio.
The survey's other key findings include:
- Among those who noticed a mobile response ad on TV, one-third responded. Asians, Hispanics, and adults ages 35 to 44 were the most likely to use their mobile phone to respond to a TV ad.
- Response was highest in the media outlets with the lowest ad awareness. At least half of those who noticed mobile response ads in the cinema, in a print newspaper, in a print magazine, or through direct mail had responded.
- Texting a keyword to a short code and calling a number were the top preferred methods of mobile response. Texting a keyword was most likely to be preferred by young adults ages 18 to 34, while adults ages 45 years and older significantly preferred calling a number.
- Asian mobile phone users were most likely to prefer sending an e-mail response, while Hispanic mobile users were most likely to prefer texting a keyword.
