Mobile Marketing Grows, But Targeting Necessary

Mobile ad spending will grow 27% to $2.1 billion in 2010, according to the Mobile Marketing Association. But while the audience for mobile marketing is growing, it's still relatively small and confined to a limited segment of the market.

Marketers who employ mobile marketing to the wrong group risk turning them off according to an analysis of BIGresearch’s Simultaneous Media Usage Survey of over 22,000. Those who like mobile marketing tend to be young men. They are cell phone-centered and more likely to use social media. Those who don’t like mobile marketing tend to be slightly older women who are not as centered around their cell phone or social media.

                                                  Mobile Marketing        Mobile 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                  17.4%                   2.4%
Communicate about search via cell            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 14

Full report @ http://info.bigresearch.com/