US: SMS usage remains strong in the US: 6 billion SMS messages are sent each day

Have you ever calculated how many SMS messages do you send per day? 10? 50? more than 100? In fact, it's nothing shocking and this is why it makes SMS marketing is so popular nowadays and also the coming years.

In two recently published forecasts — the Forrester Research Mobile Media Application Spending Forecast, 2012 To 2017 (EU-7) and the Forrester Research Mobile Media Application Spending Forecast, 2012 To 2017 (US) — we looked at mobile and tablet content usage for games, music, video, and messaging across the US and seven countries in Western Europe. As content availability becomes more synonymous with handset choice, the forecast helps us understand the proportion of mobile commerce that we can attribute to those who use and pay for digital content.

Even with the increased use of instant messaging, SMS remains the workhorse of mobile — with a 14% increase in the number of SMS messages sent in 2011 compared with 2010. More than 2 trillion SMS messages were sent in the US in 2011, which equates to more than 6 billion SMS messages sent per day. Text messaging users send or receive an average of 35 messages per day. Although by 2017 SMS will dominate mobile content spend less than it does today, it will still remain significant.

SMS messages allow quick, direct communication that works on all types of phone. In addition, US adults are more than twice as likely to have adopted SMS as any other form of mobile messaging, such as email, MMS, or instant messaging. With more than 80% of the US population owning a mobile phone and with almost 70% of these phone owners regularly sending or receiving text messages, SMS will remain a significant part of the mobile landscape for the foreseeable future.

Source: By Michael O'Grady on 19th June 2012.

Do you want to feel it yourself? Contact us at +603 8996 4780 or sales@moceansms.com

Europe, US - Communication is Key in Mobile Marketing

Failure to communicate the benefits of receiving mobile marketing material means brands are missing out on the opportunities this channel offers, according to research seen by Marketing Week.

British consumers have a bigger appetite for offers via their mobile phones than those in France, Germany or the US, according to a study of 4,400 handset owners by Velti and the DMA.

The report, Promoting to the Mobile Consumer - shown exclusively to Marketing Week - reveals that 75% of Brits are happy to receive promotions this way, compared to 72% of Americans, 50% of French people and 46% of Germans.

“Mobile is the fastest way to get offers to customers and using it also offers a significant advantage over other channels in its immediacy in both delivery and redemption,” says Mark Brill, chair of the DMA Mobile Marketing Council.

However, Krishna Subramanian, chief marketing officer at mobile marketing and advertising provider Velti, warns: “Brands should actively seek to understand consumer preferences for receiving mobile offers and develop creative campaigns that actively engage the user in content.”

Comparing mobile consumers in the UK with France, the British have a different set of promotional preferences than their cross-Channel counterparts. Text messages are the most preferred method in English-speaking countries, while France has the highest level of acceptance of emails or microsite delivery. French consumers are also twice as favourable towards voice-based promotional messages on their mobile as those in other countries. However, mobile apps are gaining in popularity in all developed markets.

The types of promotions people prefer to receive also varies by country. Money-off is considered the best discount in the US, just ahead of two-for-one deals and is ranked a close second in the UK among two-thirds of consumers.

Mobile offers also have a high pass-on rate, with about three-quarters of consumers regularly sending deals to family and friends.

This figure would be higher in the UK and US if there was an incentive for people to pass on promotions, according to Brill. Consumers are more likely to participate in mobile engagement if there is a clear incentive in it for them, such as an additional benefit for sharing a promotional offer, he adds.

“Word of mouth is still a very powerful method of gaining influence over consumers and brands should not underestimate the power of pass-along offers to extend the reach of their marketing campaign,” advises Subramanian. “Marketers should also focus on creating emotional affinity with their brand, such as VIP access to an event, as opposed to concentrating solely on financial rewards.”

He continues: “Mobile is the most personal of all channels used largely for communication with friends and family. It’s essential, therefore, that marketers gain consumers’ trust if they want to be ‘invited in’. This can only be achieved by following best practice, understanding the needs of their particular audience and meeting consumer expectations.”

In the UK and US, acceptance rates for promotional marketing received over mobile are lower than for promotions in general. But a willingness for these offers to be promoted via the mobile channel is likely to rise over time.

This change will not occur overnight, according to the report, which points out that most brands and network operators still struggle to demonstrate to consumers the benefits of receiving promotional marketing and gaining permission to do so.

Brill warns: “It’s a double-edged sword. It’s clear that consumers are still sceptical about engaging with marketing promotions through their phones.”

To overcome this problem, advertisers and marketers need to do more to demonstrate exactly what is on offer, according to the research, which reveals that about half of consumers either believe they pay to receive offers or are not sure if they do or not.

“Resistance to promotional marketing is often due to the fact that many believe the inbound promotional offers they receive are charged to their airtime account. This misconception affects as many as a quarter of consumers in the US and France, one in five in Germany and one in seven in the UK,” says Subramanian.

“Given the exponential growth potential of the mobile channel, it is important that both advertisers and networks help people understand that promotional benefits offered via mobile are not done at a cost to the user,” he adds.

Advertisers have a significant advantage over mobile operators when it comes to making offers, with consumers in the US nearly seven times more likely to want mobile promotions from brands rather than from their network operator.

“This is surprising as we expected that consumers would want to hear from their network carriers about benefits such as getting a free handset or extra mobile credit or airtime,” says Subramanian. “There is an opportunity for mobile networks to extend and deepen relationships with subscribers through opt-in promotional offers.”

However, only half of networks are making such offers in France, falling to one in five in the US. Permission to receive offers may explain this promotional gap, since network operators can only send service-based messages in Europe without a specific opt-in to marketing. The same is not true in the US, yet three-quarters of those surveyed claimed not to have received an offer from their network in the past month.

For marketers, it seems that mobile phones can be a lucrative channel for offers - if targeted in the right way.

Source: By Tanzeel Akhtar on 5th January 2012.

Want to know more and feel it yourself? Contact us at +603-8996 4780 or sales@moceansms.com

US Teenagers Triple Mobile Data Usage in the Last Year

Don't you think messaging is fun? Yes, I do because I personally think that texting allows me to have more interaction with people as it's immediate, effective and more personalised. People tend to reply messages instantly once they are received. Do you actually think / feel the same as me?

Teenagers have officially joined the data tsunami, more than tripling their mobile data consumption in the past year while maintaining their stronghold as the leading message senders.

Using recent data from monthly cell phone bills of 65,000+ mobile subscribers who volunteered to participate in the research, Nielsen has analysed mobile usage trends among teens in the United States.

In the third quarter of 2011, teens aged 13-17 used an average of 320 MB of data per month on their phones, up 256% over last year and growing at a rate faster than any other age group. Much of this activity is driven by teen males, who took in 382 MB per month while females used 266 MB.

Nielsen's managing director of Telecom Europe, David Gosen, said: "The explosion in data usage is being driven by an increase in the popularity of media-rich activities - like music, video and the use of apps - which themselves are being fuelled by higher smartphone penetration.

"As data usage increases, operators need to work out how to maintain the speed and quality of their service and how to charge appropriately. In the US, different operators have tried different options, from tiered data plans to actively targeting consumers who use the most data. Customer segmentation will become increasingly important for operators, as the pressures on profitability challenge the viability of all-you-can-eat data plans."

Messaging

Messaging remains the centerpiece of mobile teen behavior in the US. The number of messages exchanged (SMS and MMS) hit 3,417 messages per month per teen in Q3 2011, averaging seven messages per waking hour. Teen females are leading the charge, sending and receiving 3,952 messages per month versus 2,815 from males. Aside from messaging, data heavy activities such as mobile internet, social networking, email, app downloads, and app usage are the most popular mobile activities.

Teens in the US are not focused on making calls via their mobile phones. Voice usage has declined the most among this group, from an average of 685 minutes to 572 minutes. When surveyed, the top three reasons given by US teens as to why they prefer messaging to calling were because it is faster (22%), easier (21%), and more fun (18%).

Source: by Liz Jaques on 20th December 2011.

Want to know more and feel it yourself? Contact us at +603-8996 4780 or sales@moceansms.com

US - Latest Trends in Coupons

Last year, Americans saved more than $3.7 billion using coupons, and coupon usage continues to grow. The increase isn't just related to the economy; it's also because emerging technologies make coupons easier to use and more readily accessible than ever before.

While many consumers still clip coupons from the newspaper, research by Coupons.com shows that shoppers prefer digital couponing by a margin of six to one. Companies issued more than 1.2 billion digital coupons in 2010 -- a 41 percent increase from the year before, according to Coupons.com.
But click-to-print coupons and mobile phone coupons already are old news. Soon, shoppers will be acquiring and using coupons in all sorts of new ways. Here are a few coupon trends to watch.

Near field technology. Industry experts say the future of coupons lies with near field communication technology, also known as NFC. This technology allows manufacturers and retailers to distribute coupons digitally based on your current location. "Say you've checked in at Lollapalooza, for instance, you could opt-in to receive coupons or notices from vendors at the festival," says Brad Wasz, co-founder of CouponTrade.com. "The classic example is that of two friends near a coffee shop. The coffee shop could, in theory, alert the friends of their presence, and invite them to enjoy a two-for-one coupon."

While only one phone on the market (the Nexus 5) supports near field technology, Google's Wallet technology is making it more widely available. "Google has created a sticker with the NFC chip embedded into it that you can stick on your phone, allowing users to swipe their phone at NFC-enabled terminals to pay for their purchases," Wasz says. "Yes, a sticker, like you used to put on your folders in fourth grade." (Learn more about the Google Wallet sticker for Android phones here.)

Text messaging. Also known as SMS, text messaging also is taking coupons into the future. "Manufacturers and retailers can send an SMS on a coupon for their product," says George Bousis, co-founder of CouponTrade.com. "The consumer can then share this coupon with hundreds with a simple touch of a button. SMS message coupons and marketing can be a quick and easy way to reach customers. Several companies and news outlets are already using SMS messaging to create special offers to their customers, and invite communities to special events, such as movies, concerts, or sales."

A study by Juniper Research predicts that use of mobile based coupons will rise 30 percent within the next two years.

Signing up. To get SMS messaging from manufacturers and retailers you like, look for short codes on their ads, websites or at storefront locations. These codes typically look like a phone number with only five or six characters, which are typically used for sending SMS messages, Bousis says. "You can also reach out to your favorite brand and ask to be signed up to their SMS contact list."

Source: http://www.secondact.com/2011/10/coupons-of-the-future/ by Nancy Mann Jackson on 20th October 2011.

Want to know more and feel it yourself? Contact us at +603-8996 4780 or sales@moceansms.com

UK - SMBs Put Mobile Marketing on the Front Burner

Just nine months ago, the overwhelming majority of small business (SMB) owners didn’t consider mobile an important marketing channel. Most surveys showed limited interest and widespread neglect of mobile. It was a very low marketing priority. But as SMBs and their customers have adopted smartphones in increasing numbers, merchant interest in mobile marketing has grown — very rapidly.

Awareness of mobile advertising at the local level is also being fueled by outbound sales efforts from yellow pages publishers, newspapers and other providers of SMB marketing solutions. Mobile websites, mobile display ads and search marketing have been added to the mix of products that telephone and field sales reps are now routinely pitching to small business owners.
In February 2011, an online survey of more than 7,000 SMBs by Opus Research showed limited understanding and usage of mobile. Roughly 83% of respondents said they were not doing any form of mobile marketing. The small remainder who answered in the affirmative reported a variety of promotional efforts including mobile websites, coupons, search and apps.

The largest group of those who said they were doing some form of mobile marketing (5.8%) claimed to have a mobile website, while just over 2% said they had a mobile app. The next largest group (4.5%) said they were involved in mobile paid-search advertising. Very small numbers of SMBs said they were using SMS-based marketing or mobile coupons (2% or less).

Surveys must always be interpreted with some caution. It’s possible that some of responses were “aspirational,” meaning some “yes” answers were based on a near-term intention to do some of these things (e.g., build a mobile website) rather than existing behavior. So the actual “yes” numbers may have been fewer.

The same survey revealed that 74% of respondents didn’t even have a conceptual understanding of how to reach their prospects via mobile marketing. Yet two other studies, conducted just a few months later this year, reflect a dramatic shift in attitudes among SMBs about mobile.

A June 2011 survey by SMB portal Manta, of 1,000 US small business owners, found increasing awareness of the importance of mobile. The majority of Manta SMB survey respondents (69%) said it’s “important” or “very important” that their business be found easily on mobile devices. Manta’s survey also asked whether and how the SMBs used their devices in their daily business activities. The overwhelming majority (86%) reported heavy use of smartphones for business purposes: 50% said “at least 10 times per day.” One can readily infer that SMBs’ own usage of smartphones is a primary factor behind the survey finding that it’s now “important” to be found on mobile devices.

In addition, two recent SMB surveys by Borrell Associates showed more concrete interest in mobile and even a willingness to specify budget commitments. Borrell asked business owners “How likely is it that you will incorporate mobile elements into your advertising and marketing efforts to reach potential customers in 2011?” Forty eight percent said “somewhat likely” or “very likely.”

However a second survey by Borrell, among 484 business owners this summer, found that “four out of every five plan to spend money on mobile marketing this year; [and] on average these businesses expect to devote more than 20 percent of their ad budgets to mobile initiatives.” The survey also reported that 56% of these SMB respondents had been pitched mobile marketing solutions “vendors or media outlets.” Beyond SMB smartphone usage, this sales push is probably also a significant contributor to SMB interest in mobile.

Again, one must be cautious about extrapolating from these responses too aggressively. What they reflect is SMB “intent” first and foremost. We may not 20% of SMB marketing budgets going to mobile any time soon; attitudes and behavior are two different things. But the responses are significant nonetheless.

Comparing these three sets of survey data over the course of just three quarters in 2011 is striking. There has been a dramatic – even unprecedented – shift in perceptions and receptiveness to mobile among SMBs. In the world of small business marketing there’s never been a marketing channel or product that has gone from relative obscurity to top of mind like this in such a short period of time.

Source: http://www.businessinsider.com/smbs-put-mobile-marketing-on-the-front-burner-2011-10 by Greg Sterling on 18th October 2011.

Want to know more and feel it yourself? Contact us at +603-8996 4780 or sales@moceansms.com

UK - SMS usage skyrocketing: Pew Internet study

A study released by Pew Internet found that text messaging usage among adults in the United States is extremely high, indicating the marketing possibilities using the channel are endless.

The findings of the study show that text message-based marketing campaigns are an efficient way to reach masses of consumers quickly, concisely and frequently, due to the stifling number of individuals already attached to their mobile phones.

The report indicates that more than half of U.S. adults use text messaging in their daily lives.

Many brands are already reaping the benefits of SMS marketing: Target, Walgreens, Steve Madden and Macy’s.

Yet, some are still slow to jump on board.

Let the numbers speak for themselves
According to the report, 73 percent of adults with mobile devices use SMS on their phone at least occasionally.

Text messaging users send or receive an average of 41.5 messages per day, with the median user sending or receiving 10 texts daily.

It is clear that text messaging is being used regularly as a means of communication among consumers. Marketers need to follow consumers.

The SMS channel is specifically engineered to make contact directly, swiftly and personally, which makes it the perfect platform for marketing campaigns, according to the Pew report.

The Pew Research Center is a nonprofit organization that is dedicated to alerting the public about important trends and information The nonpartisan organization focuses on Internet-related news and how it effects Americans at home, work and school.

In addition to the verification that text messaging is a commonplace communication medium, the study shows that the number of avid text messagers has substancially increased since late 2009.

Furthermore, the information shows that the numbers from 2010 have been maintained through the following year, showing no signs of dropping.

According to the report, about 83 percent of U.S. adults operate mobile phones, and a whopping three-quarters of mobile phone owners have said to use the text messaging function.

With such a high percentage of reported SMS users, it becomes clear that companies must revert to the small screen for faster, personalized marketing campaigns.

Forever young
The study also provides that young adults, between the ages of 18 and 24, far surpass the average amount of text messaging for other adult age groups.

The report states that this age group exchanges an average of 109.5 text messages in one day, which adds up to more than 3,200 text messages per month.

These facts are pertinent to companies interested in marketing to young adults, as it appears they spend a significant part of their day attached to their mobile phones.

The Pew Internet report has made it abundantly clear that text message-based marketing holds enormous potential.

According to the report, active SMS users are much more likely to prefer texting to calling.

Approximately 45 percent of texters who send or receive 21-50 text messages per day say that they prefer it when people contact them using SMS, while a majority of those who send or receive more than 50 texts per day (55 percent) say that text messaging is their preferred mode of contact.

Only 27 percent of these users prefer to be reached by voice call.

The facts suggest that it only makes sense for brands to contact consumers in the way they prefer to contact each other – through text messaging.

Source: http://www.mobilemarketer.com/cms/news/research/11020.html by Gabrielle Kalika on 22nd September 2011.

Want to know more and feel it yourself? Contact us at +603-8996 4780 or sales@moceansms.com