More than half of companies are ready for mobile advertising, study says

57% of companies surveyed in the fourth quarter by Unica Corp. said they either already use mobile marketing tactics-mobile messaging, mobile web sites or mobile phone applications-or plan to in 2010.

The Unica Global Marketing Survey gathered information from companies in North America and Europe, including retailers, consumer products companies, and providers of travel and hospitality services. Unica is a provider of online marketing technology and services.

When asked if they were currently or planning to use mobile marketing tactics, respondents replied as follows:

Currently use, 33%
Plan to use in 2010, 24%
Plan to use after 2010, 13%
No plans, 20%
Don’t know, 10%

Unica also noted the following responses regarding use of mobile messaging:

Currently use, 37%
Plan to use in 2010, 38%
Plan to use after 2010, 15%
No plans, 5%
Don’t know, 5%

Responses for use of mobile web sites:

Currently use, 33%
Plan to use in 2010, 33%
Plan to use after 2010, 17%
No plans, 8%
Don’t know, 9%

Responses for use of mobile phone apps:

Currently use, 31%
Plan to use in 2010, 32%
Plan to use after 2010, 22%
No plans, 8%
Don’t know, 7%