Third Annual Hipcricket Consumer Survey Reveals that While Mobile Marketing Channels Continue to Gain Momentum and Influence, Mobile Subscribers Want More from Brands
KIRKLAND, Wash.—The evolving relationship between mobile devices and social networks presents brands with significant new opportunities to connect with consumers. The third annual Hipcricket Mobile Marketing Survey found that 57 percent of consumers would be interested in opting in to a brand’s loyalty club via a mobile social networking application such as Facebook. Despite these insights, the survey also found that 80 percent of respondents stated that they still have not been marketed to by their favorite brands via their mobile device.
In addition, the survey found that both interest and participation in mobile loyalty clubs remained steady at 35 percent and 9 percent respectively. However, the research found that 90 percent of those who had participated in a mobile loyalty club gained value from being a part of the club, representing a significant untapped opportunity for brands.
The survey also identified growing interest in mobile coupons, with 38% stating that they are at least somewhat interested in receiving mobile coupons (up from 18% in 2009) and 46% surveyed stating that they are at least somewhat likely to redeem mobile coupons (up from 43% in 2009).
Other significant findings from the survey include:
Mobile Web usage is up:
- Mobile Web usage has increased significantly; with 70 percent of mobile Web users surveyed accessing it at least once per day (up from just 21 percent in 2009)
- Of the mobile Web users surveyed, 53 percent noted that they have visited a retailer’s site on their mobile phone
- 60 percent agree that the mobile Web is a useful source of information (up from 51 percent in 2009)
- 28 percent of those surveyed are at least somewhat likely to use their mobile device while shopping this holiday season
- 30 percent have interacted with a brand through their mobile device
“The results of this year’s annual mobile marketing survey showed impressive growth in usage of the mobile Web and interest in mobile social networks. This further supports our view that consumers are eager to interact with brands on their mobile devices,” said Eric Harber, President and COO, Hipcricket. “We continue to see the advancement of mobile CRM strategies and mobile loyalty clubs such as the one we have created with Arby’s that provides customers with relevant offers and information that meets their needs and interests.”
Hipcricket client Arby’s has been recognized for its mobile loyalty club use and growth. The effort included the launch and promotion of the Roastburger sandwich and kicked off with a Jimmy Kimmel Live segment, where viewers were urged to text the word ROASTBURGER to 27297 to receive a free sandwich with the purchase of any drink. Arby’s created 172 local databases to handle the mobile response traffic from its television + mobile promotions. Of consumers who started a mobile interaction with store signage, more than 89% opted to join their local database, and more than 90% of TV respondents did so. Arby’s has since integrated mobile into many of its TV and radio commercials, print ads, Sunday coupon circulars, live events and in-store signage. The program was recently a finalist in the Mobile Marketing Association’s North American Product Launch of 2010.
Hipcricket, which recently announced its industry-leading 75,000th mobile marketing campaign offers a full complement of mobile marketing and advertising services including strategy, media buying and planning and software to give clients a quick-to-implement, easy-to-measure turnkey solution that empowers marketers to build ad campaigns that range in mobile executions including display ads, rich media options, mobile video ads, SMS ads and e-mail. Hipcricket’s real-time key-performance indicators enable marketers to test, measure and optimize their campaigns on the fly to achieve optimal performance objectives.
About the 2010 Mobile Marketing Survey
The 2010 Hipcricket Mobile Marketing Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior. The survey was conducted in October 2010 via email and is based on 526 respondents. The survey is sponsored by Hipcricket. To request a research brief with detailed information on the findings, please contact Nicole Cornwell at hipcricket@famapr.com.
About Hipcricket Inc.
Hipcricket Inc. is the one-stop mobile marketing and advertising company that empowers brands, agencies and media properties to engage customers, drive loyalty and increase sales. Hipcricket’s customers connect with consumers across every mobile channel, including SMS, mobile Web sites, permission-based advertising networks and branded apps. Hipcricket’s proven technology and experienced account management teams have provided measurable successes through an industry-leading 75,000 campaigns for clients such as Macy’s, Nestle MillerCoors, KFC, HBO and Clear Channel. The company has also created the first comprehensive permission-based mobile ad network that taps into the buying power of the mass market with industry-leading capabilities to target customers via location and highly-specific demographic information.
Hipcricket is a privately held corporation based near Seattle, Washington, with operations in New York, Los Angeles and Mexico City. For more mobile marketing and mobile advertising information please visit www.hipcricket.com.