Mobile Marketing Not for Everyone

Mobile marketing is on track to grow 27% to a $2.1 billion market in 2010, according to the Mobile Marketing Association. The total mobile audience is still relatively small, however, and is confined to a limited market segment; moreover, marketers who reach out to the wrong mobile audience risk turning them off, according to BIGresearch's Simultaneous Media Usage Survey.

In general, men are more likely than women (58% vs. 42%) to be mobile marketing users; users also tend to be younger than non-users (age 39, on average, vs. age 46).

Mobile marketing users represent a desirable consumer group for specific products, such as electronics: 22.4% of mobile marketing users plan to buy a computer in the next six months, compared with 13.1% of non-mobile marketing users; 20.2 % plan to buy a TV (compared with 12.6%) and 11.2% plan to buy a digital camera (compared with 7.1%).

Increased Distaste for Mobile Marketing

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