Consumers Notice Ads That Include Mobile Response

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) ( and its official research partner, Luth Research (

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.