The Mobile Marketing Association (MMA) (www.mmaglobal.com) today reported key findings of its annual attitude and usage study on mobile marketing effectiveness. The study, conducted with global market research firm Synovate, measures both the perceptions and usage for wireless and text messaging, as well as overall receptiveness and participation in mobile marketing initiatives. More than 1,800 consumers between the ages of 13 and 65 were queried, with results indicating that mobile consumers are more educated about the features and functionality of their devices and are engaging more frequently in mobile marketing campaigns.
The study also revealed that the youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.
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The study also revealed that the youth market reported the highest rate of interest and usage, ranging from 30 to 40 percent.
Source
