7

MOBILE

7.1 Response to Mobile Marketing

According to a November 2007 survey by the Mobile Marketing Association
(www.mmaglobal.com), about 25% of U.S. mobile users have opted-in for some type of
mobile marketing. Among this group, the types of marketing programs participated in
have been as follows:
• Participated interactively in sweepstakes or voting campaigns: 45%
• Received status alerts about account or products purchased: 33%
• Received advertisements for products or services: 24%
• Received information about new products or services: 23%
• Downloaded ringtones, wallpaper, or games based on new
book, recording artists, etc.: 21%
• Received alerts for special sales or discounts on products
or services: 16%
• Obtained mobile coupons that could be redeemed at stores
or restaurants: 10%

According to a survey by the Direct Marketing Association (www.the-dma.org),

the following percentages of mobile users ages 15 and older have responded to various
types of mobile phone offers:
• A text message for a product or service: 17%
• Surveys sent to a mobile phone: 10%
• An e-mail offer for a product or service: 7%
• A web offer on mobile phone’s Internet browser: 5%
• A coupon offer for a product or service: 4%

7.2 Market Assessment and Forecast

Mobile advertising spending is assessed by eMarketer (www.emarketer.com) as
follows:
M obile M obile M obile
M essage Ad Display Ad Search Ad Total
• 2007: $ 810 million $ 34 million $ 35 million $ 878 million
• 2008: $1.47 billion $ 85 million $ 107 million $1.66 billion
• 2009: $2.38 billion $186 million $ 242 million $2.81 billion
• 2010: $3.06 billion $327 million $ 531 million $3.92 billion
• 2011: $3.83 billion $453 million $ 910 million $5.19 billion
• 2012: $4.50 billion $541 million $1.48 billion $6.52 billion

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 A survey by iMedia Connection (www.imediaconnection.com) found that two-thirds
of online marketers planned to do no more than dabble in mobile marketing in 2008.

_________________________________________________________________

“Of every marketing dollar spent on mobile in 2007,

95¢ was testing the water. This year it will be more
like 80¢. By 2009, it will be its own line item.”

John Gauntt, Senior Analyst

eMarketer
Brandweek, 12/31/07
_________________________________________________________________

Nielsen Mobile (www.nielsenmobile.com) reported that 58 million U.S. mobile

subscribers, or 23% of all subscribers, viewed an ad on their mobile phone in February
2008 alone; 28 million responded at least once to a mobile ad.
The Mobile Advertising Report, by GfK NOP Research (www.gfknop.com),
reported the following percentages of mobile phone users saw a mobile ad in 2007:
• SMS (text, short message service): 17%
• MMS (video, multimedia messaging service): 9%
• WAP (wireless application protocol): 8%
• Mobile TV or video: 5%
• Mobile radio: 3%

The problem, according to BusinessWeek, is that advertisers don’t know what

users are doing, if anything, when they see ads.

7.3 Incentives for Mobile Ads

According to a survey by Harris Interactive (www.harrisinteractive.com)
conducted in June 2008, 56% of teen and 37% of adult cell phone users would be
willing to accept incentive-based advertisements. Among these groups, preferences
are as follows:
Teens Adults
• Financial incentives, cash: 70% 80%
• Free minutes: 53% 49%
• Entertainment downloads: 61% 31%
• Music downloads: 57% 24%
• Discount coupons: 44% 37%

A 2007 survey by Nielsen Mobile found two-thirds of mobile users feel ads are a
fair price to pay for free music content.

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