December 14, 2007, 12:00 AM

A quarter of consumers see value in mobile marketing messages, study finds

5% of U.S. mobile phone users have participated in mobile marketing programs, and 25% of users are interested in mobile marketing, according to a new study from the Mobile Marketing Association.

5% of U.S. mobile phone users have participated in mobile marketing programs, and 25% of users are interested in mobile marketing, according to a new study from the Mobile Marketing Association. While some respondents had difficulty readily associating benefits with mobile marketing, those who do say they value the ability to receive highly relevant information and coupons and rewards, as well as the convenience of accessing desired information quickly and easily, the study finds.

33% of mobile phone users who have participated in a mobile marketing program have received status alerts about accounts or products purchased, 24% have received advertisements for products and services, and 23% have received information about new products and services, according to the Mobile Attitude and Usage Study.

“The study reinforces that the mobile channel remains one of the most powerful tools available for brands and companies,” says Laura Marriott, president of the association. “U.S. consumers continue to use more of their phones’ features, creating additional opportunities for marketers to reach them with coupons and other relevant content.”

The study also found that 21% of mobile phone users who have participated in a mobile marketing program downloaded ringtones, wallpapers or games, 16% received alerts for special sales or discounts on products and services, and 10% obtained mobile coupons that could be redeemed at stores or restaurants.

The study, conducted by Synovate, a global market research firm, consisted of 1,405 online interviews of mobile phone users.

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