Survey shows UK mobile users most receptive to mobile marketing promotions

PushON | January 9th 2012

UK mobile handset owners are more willing than their French, German or US counterparts to receive mobile marketing communications, according to a new survey.

The survey by the Direct Marketing Association (DMA) in conjunction with Toluna Quick Surveys and Velti, entitled Promoting to the Mobile Consumer, revealed that 75% of UK respondents like to receive mobile marketing communications, compared with 72% of respondents in the US, 50 % in France, and 46% in Germany.

The survey also showed, however, that SMS (Short message service) texting is the favoured method for receiving mobile marketing communications among mobile owners in all the countries surveyed.

In UK, 38% of respondents said they preferred to receive promotions via SMS, compared with 15% who preferred to receive them via mobile web.

In France and Germany the percentages preferring to receive promotions via SMS were found to be even higher: at 60% and 58% respectively; with only 21% of respondents in each country claiming to prefer to receive promotions via mobile web.

The survey also revealed that consumers in each country preferred different certain types of promotional offers; with, for example, those in the US favouring money-off promotions rather than ‘buy one get one free’ offers.

Interestingly, according to the survey, paper coupons were still shown to be the most popular way of claiming on promotional offers in the UK; with 71% of respondents preferring to hand over printed vouchers in a shop, as opposed to the 16% who favoured handing over their mobile handset.