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Has your company run a failed SMS Campaign?
- Low Participation?
- low redemption rates?
- no tracking on media buy?
mobile industry
snapshot
“The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.”
The End of Advertising as We Know It, IBM Institute for Business Value
“89 percent of major brands plan to market via mobile phones by 2008, with more than half of those brands spending up to one-quarter of their budgets to do so.”
“...94% of text messages are read...average response rate for mobile marketing campaigns is 15%”
“The CWTA estimates that 42% of wireless subscribers in Canada sent at least one peer-to-peer text message in March 2008.”
The Mobile Marketing Association
Statistics
| - | 131 million mobile phone owners use text messaging according to Pew Internet Project |
| - | 68% of parents communicate with their kids through text messaging (Kelton Research, 2008) |
| - | 51% of women aged 35-44 and 42% of women aged 45-54 use text messaging (Mobile Marketing Association, 2007 Mobile Attitude & Usage Study) |
| - | 35-44 year olds send an average of 236 texts per month, compared to making 223 calls during the same time period (Nielsen Mobile 2008) |
| - | 46% of tweens aged 8-12 use cell phones (the tween population equals 20MM) |
| - | 58 million of all U.S. mobile subscribers say they've been exposed to advertising on their phones in the past 30 days (Nielsen Mobile, March 2008) |
| - | 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response (Nielsen Mobile, March 2008) |
| - | 21 percent of mobile consumers using their mobile phones to browse the Web and access their e-mail accounts * |
| - | Mobile internet penetration increased from 16 percent in Q4 2008 to 21.3 percent in Q1 2009 * |
| - | There are 3.9M unique mobile internet users in Canada |
| - | Top categories accessed via the Mobile Web include: Portals, e-mail, weather, news & current event and search * |
| - | Top mobile phone models in Canada: Apple iPhone 3G, BlackBerry 8100, LG Rumor Series, Motorola Razr V3 and Motorola KRZ R Series * |
| - | Windows Live Mail was the No. 1 Web site accessed on a Mobile phone in Q1 2009, with 1.4 million unique visitors. Google Search, Facebook, The Weather Network and Yahoo! Mail rounded out the top 5 * |
*Nielsen Online, 2009. Canadian Mobile Internet Report.
Active SMS users as % of US Households
| Age Group | SMS User % |
| 18-24 | 76% |
| 25-34 | 58% |
| 35-44 | 43% |
| 45-54 | 33% |
| 55-64 | 22% |
| 65 and over | 19% |
The mobile phone is ubiquitous and is a powerful method of communicating with consumers that opt in to receive messages – spam does not work and is not legalPhones today are capable of much more than voice communications - Canadian wireless subscribers number over 20 million ma up 1.5 million from last year.
Cellular/PCS Subscriber Growth in Canada
Mobile Originated Text Messages in Canada (2006-2008)
Canadian Wireless Telecommunications Association (CWTA)
Mobile Originated Text Messages in Canada Yearly (2002-2007)
Canadian Wireless Telecommunications Association (CWTA)