News & Events

Mobile advertising 'a hit' with technology-savvy consumers

Date posted:

12th May 2008

New research has found some interesting trends in the field of direct marketing.

A new study has discovered that heavy users of mobile internet services and those who opt-in to receive advertising on their mobile handsets are more likely to purchase a brand they have seen through such channels.

Precision Marketing reports that the research, carried out by Aerodeon and Millward Brown, found that 77 per cent of 18 to 24-year-olds use the internet on their mobile phones and many rated the service as more important to them than having access to the television or newspapers.

Some 50 per cent said they used the connection to research car purchases, holidays and concert tickets.

Network provider Orange, which sponsored the study, said that the findings are important in the planning of direct marketing campaigns.

"UK digital advertisers [should] include more mobile media in their marketing plans. More and more British consumers are using mobile media and their behaviour offers advertisers brand new ways to engage potential customers, drive sales and build brand equity," said Orange UK head of third party services Steve Ricketts, according to Precision Marketing.

Many mobile handsets now include wireless application protocol (WAP) which is a cut-down version of the standard internet designed to display on monochrome screens.

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