This week comScore, Inc. reported that mobile content usage continues to steadily increase, especially when it comes to the total amount of text messages sent. In April 2010, 64.6 percent of the 234 million American mobile phone users used text messaging to communicate, representing a total of 152 million people. With 156 million Americans falling between the ages of 15-64, according to CIA Factbook, it’s safe to assume that the vast majority of the American population with significant purchasing power is using text messaging.
Compare the 64.6 percent of mobile subscribers that send text messages with the amount of mobile users utilizing a browser (31.1 percent) and the amount that downloaded apps (29.8 percent). Clearly, there is still a significantly higher portion of the population using text messaging instead of mobile apps and mobile Internet. For businesses and marketers searching for ways to make contact with the majority of the population, text messaging via the mobile channel is the communication form with the most power and reach available today.
Exciting new statistics recently released by ABI Research show what we here at Opt It have known all along; leveraging mobile opportunity is one of the most effective marketing tools for your business. With over more than 250 million Americans using mobile devices according to the CTIA – The Wireless Association, there is no better opportunity to reach your customers.
While this is one of Opt It’s core beliefs, some consumers were slow to accept this new way of receiving information. ABI Research’s survey results show that hesitations are calming and that mobile is becoming more of an expected and anticipated venue for business marketing. The survey, which was completed in December 2008 and again in February 2010, shows an 11 percent uptick in willingness to accept marketing offers via a mobile device, in the most recent study.
On the flipside, the number of consumers claiming to be “completely opposed” to mobile promotions decreased six points, an indicator that opposition is waning and that mobile marketing communications are more accepted than ever.
At Opt It, we’re well-versed in the power behind mobile marketing campaigns. The time to harness is now. Don’t let this dynamic marketing opportunity pass you by.
A recent article for ClickZ talked about the rise in popularity of all sorts of coupons, especially those of the mobile variety. A new report from Borrell Associates says that the trend will likely continue on all mobile devices as cell phones become the premier platform for delivering customer discounts.
As stated in the article, mobile coupon spending in the U.S. is expected to rise from $90 million in 2009 to $6.53 billion in 2014, according to the 2010 U.S. Local Mobile Advertising and Promotions Forecast. This astonishing growth is likely due to phones becoming better equipped to deliver coupons and apps, and because of the proximity of cell phones to the end-user.
One important item to note from the Borrell study is that the redeemed value of mobile coupons is 24 percent higher than Internet coupons and almost half as high as paper ones, presumably because the majority of mobile coupon recipients have “opted-in”. Developing a customer list of opted-in members and reaching out to loyal customers with Opt It Mobile gives your business a great advantage against tough competition.
In the ClickZ article, Gordon Borrell, CEO of Borrell Associates, urges readers not to be enticed by fancy media-rich apps, but to instead focus on texting inexpensive coupons to loyal customers. The low cost of mobile marketing via SMS is much more likely to have a positive effect on ROI.