2009 Mobile Response Survey Research Brief

Research Brief
2009 Mobile Response Survey
The 2009 Mobile Response Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior. The survey was conducted in September 2009 via email and is based on 511 respondents. The survey is sponsored by Kirkland, Washington-based HipCricket.

Survey Overview and Respondent Profile
The survey was completed by 511 respondents who were invited to participate via email by Zoomerang, an online survey services provider.
Respondents were:
• Cell phone owners in the U.S.
• Distributed across 5 age categories (18-24, 25-30, 31-35, 36-40, 41-45)
• 45% male; 55% female
• 23% reside in the Northeast; 30% reside in the Midwest; 28% reside in the South; 20% reside in the West

The margin of error is +/- 4.31% with a 95% confidence level.

Key Findings

I. Consumers are Interested in Mobile Customer Loyalty Programs
The survey found that 37 percent of consumers surveyed would be interested in participating in a mobile customer loyalty program from a brand they trust.

II. Mobile Marketing Campaigns Have High Recall Rates
The survey revealed that mobile/SMS marketing recall rates were extremely high compared to other forms of media. Of the respondents that received mobile marketing messages 47 percent have brand recall and 94 percent of those remember the specific call to action.

III. Mobile Marketing Opportunity is Largely Untapped
Despite high levels of interest and recall, 83 percent of consumers say their favorite brand has yet to market to them via their most personal device, their mobile phone.

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