21% Access MobiWeb Once-a-Day, Says HipCricket Study

By Contributor Wireless and Mobile News on October 29, 2009 1:41 PM

The second annual HipCricket Mobile Marketing Survey shows that while 37 percent of consumers would be interested in participating in a mobile customer loyalty program from a brand they trust while 83 percent say their favorite brand has yet to market to them via their most personal device, their mobile phone.

Mobile marketing campaigns are becoming significantly more influential and effective, according to the study. HipCricket found that of those consumers who have received mobile marketing offers, 47 percent have brand recall and 94 percent of those remember the specific call to action.

The survey highlights the continued influence of text messaging/SMS as both a communications and marketing tool. Specific findings include:

Aside from phone calls, 73 percent of people said they use their mobile device most for texting friends
34 percent have received a marketing offer on their cell phone via text message (up from 28 percent in 2008.)

The study revealed that the mobile web continues its momentum as an increasingly important information resource for consumers. Specifically:

85 percent of respondents agree that the mobile web is a valuable source for information that interests them.
21 percent of respondents access the mobile web at least once per day and 37 percent access it at least once per week.
41 percent of respondents have visited a retailer's website from their mobile phone. The most popular reasons include:
- To find store locations - 70 percent.
- To find store hours - 51 percent.
- To get directions - 39 percent.
- To look for coupons/promotions - 29 percent.

"With consumer interest in mobile marketing continuing to steadily increase, it's clear that now is the time for brands to launch and execute their mobile strategy and programs," said Scott Debson, HipCricket's Vice President of Brand Solutions. "Mobile initiatives are succeeding because they connect a demand from the consumer with high levels of recall. The study highlights that brands should be taking advantage of the mobile medium."

About the 2009 Mobile Marketing Survey

The 2009 HipCricket Mobile Marketing Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior. The survey was conducted in September 2009 via email and is based on 511 respondents.