Artisan Grafix.... Mobile Phone Marketing Facts

According to a new AP-AOL-Pew Research Center mobile lifestyle survey, U.S. cell phone users find themselves increasingly addicted to using their cell phones. In fact, 29 percent say they could not live without their cell phone.

Meanwhile, users also say they are also growing more savvy and confident in using the services and features on their phones, including mobile messaging, mapping, search and more. In 2006, the must-have feature is mobile mapping and directions, with nearly half of adults surveyed saying they would like to have these features at their fingertips.

Topline Survey Findings

Text Me: Thirty-five percent of those surveyed say they send SMS text messages to friends, family and business colleagues, including 65 percent of those ages 18-29 and 37 percent of those ages 30-49. At the same time, 18 percent say they have used or would like to use a mobile instant messaging service on their cell phone.

Forward Me: Twenty-one percent of mobile users say they would like to have all instant messages (IMs) forwarded from their PC desktop to their cell phones. Meanwhile, 38 percent say they would like to have desktop IMs from select contacts that they choose automatically forwarded to their mobile device, including 50 percent of those ages 18-29.

Email Me: Eight percent of cell phone users currently access their email from their cell phones. At the same time, 24 percent of those who do not check their email from their phones say they would like to be able to do so.

Find Me: When asked about using their cell phone to search for movie listings, weather, stock quotes and more, seven percent say they do this already. One-quarter (24 percent) say they would like to be able to do this on their phone. Meanwhile, 30 percent of those surveyed say they want to browse the Web from their cell phone.

Smile for Me: Twenty-eight percent of mobile users say they use their cell phones to take photos, while another 19 percent say they would like to have a camera on their phone. Meanwhile, six percent have recorded video clips with their cell phone, and another 17 percent would like this feature on their next phone.

I Gotta Have It: The new mobile lifestyle survey also revealed that mobile phone users consider mobile mapping, email, search, instant messaging and video to be must-haves in the next phone they purchase.

In addition to talking, here are the things that respondents say they either do now or would like to do on their next mobile phone.

Use mobile maps: 51 percent
Send text messages: 48 percent
Take pictures: 47 percent
Play games: 34 percent
Send mobile email: 32 percent
Use mobile search: 31 percent
Browse the Internet: 30 percent
Play music: 25 percent
Record video: 23 percent
Have desktop instant messages (IMs) sent to their phone: 21 percent
Send mobile instant messages: 18 percent
Watch video or TV shows: 16 percent

As for their interest in new and upcoming features

38 percent say they would like to have desktop IMs from contacts they choose automatically forwarded to their mobile device, including 50 percent of those ages 18-29

21 percent say they would like all desktop IMs automatically forwarded to their cell phone

When it comes to mobile users and their cell phones, survey respondents say

When it comes to mobile users and their cell phones, survey respondents say:
Their cell phone has helped them in an emergency: 74 percent
They place calls as a way to fill time when traveling or waiting for someone: 41 percent
They make most of their calls at times when the minutes are free: 44 percent

Addicted to mobility? Americans are exceedingly passionate about their cell phones. So passionate that…

52 percent keep their cell phone turned on all the time and 24 percent keep their phone charged most of the time
29 percent say they make more calls with their cell phone than with their home phone. Among this group, 76 percent make a lot more calls with their cell phone.
15 percent of adults surveyed say they aren’t quite ready to cut the cord, but are somewhat likely to get rid of their landline. Eight percent say they are very likely to ditch their landline in favor of a cell phone-only existence.
40 percent of those ages 18-29 say they are likely to get rid of their landline. In fact, 49 percent in this age group say they make more calls with their cell phone than with their landline.

The downside of being mobile

36 percent have been shocked by the size of their monthly cell phone bill
28 percent have driven less safely when talking on their cell phone
24 percent feel they need to answer their phone even if it interrupts a meeting or meal
23 percent say too many people call them on their cell phone
22 percent have been untruthful about their whereabouts when on a cell phone

The survey also revealed a real need for a guide to cell phone etiquette. Today, three in four U.S. adults have a cell phone, yet talking loudly and behaving in an annoying manner while on the phone is all too common.

50 percent of cell phone users who say they frequently encounter people talking very loudly in public on their phone
32 percent say they occasionally experience mobile users with poor etiquette
8 percent have themselves received dirty looks for their own poor cell phone manners
Nearly one-quarter (22 percent) of survey respondents say they have not always been truthful about where they are. In fact, young people (ages 18-29) are the most likely group to stretch the truth on their whereabouts (39 percent).

Finally, when it comes to text messaging for commercial purposes, this survey found

18 percent have received an unsolicited text message on their cell phone from an advertiser
8 percent have sent a text message to vote in a competition, such as on “American Idol” or “Dancing with the Stars”

U.S. WIRELESS GROWTH

200 million Americans, over 65% of population, own a cell phone 80% of people ages 18-34 own a cell phone 85% of people 18-34 actively use text messaging 25 billion text messages sent in 2005 - up from 5 billion in '04 Wireless advertising grew from $1 to $5 billion industry in 2005 Significant growth in above categories expected thru 2015 SOURCES: CTIA, WSJ, USA TODAY, JACOBS MEDIA

The Yankee Group reported in March 06 that revenue from mobile data services in 05 reached upwards of $5.88 billion, and by 2008, that revenue could reach $28.96 billion
CMS (June 2005): It looks certain that we will see global SMS volumes exceeding 1000 billion messages in 2005. In the space of just a few years, mobile messaging has become an immense global industry generating over $55 Billion USD in 2005, the largest portion of this revenue comes from simple SMS, worth an estimated $35 Billion USD in 2005.
Business Info (June 2005): Though the global technology sector had a tough time at the turn of the century, the mobile industry has continued to grow and total mobile subscribers worldwide passed 1.5 billion in 2004, from just 17 million in 1991. This growth in the subscriber base is expected to continue for the rest of this decade and cross the 2 billion mark by the end of 2005, and be over 3.5 billion by 2010.
Major brands are shifting significant marketing resources to marketing via mobile phones, according to an independent survey of 50 brand name companies commissioned by Airwide Solutions, the mobile infrastructure software provider.
By 2008, 89% of brands will use text and multimedia messaging to reach their audience, with nearly one-third planning to spend in excess of 10% of marketing budgets on the medium.
In five years over half of brands (52%) expect to spend between 5% and 25% of total marketing budget on mobile marketing.
40% of brands have already deployed text messaging campaigns, and 18% have deployed multimedia messaging (MMS) campaigns.
More than half (55%) of responding brands are unsure how to reach specific target audiences via mobile campaigns, 58% are unsure about how to implement and measure an SMS campaign, and 61% unsure how to implement and measure a multimedia message (MMS) campaign.
The top three things that would make mobile marketing more attractive to brands are the ability to reach a specific target audience, information about how the user responded to a marketing message and proof that a message has been received by the user's handset.
According to the survey, brands expect mobile marketing to become far more effective than traditional direct mail, with 47% expecting between 5% and 15% of recipients to request more information or a sample, and 34% expecting between 5% and 20% of recipients to undertake a financial transaction after receiving a mobile marketing message.