Proven figures

A much heard ‘but…’ about mobile marketing from advertisers is the lack of proven figures about the adoption of the mobile phone and the characteristics of its reach. Yet the mobile operators have tons of information regarding segmentation, demographics, use, adoption, devices,… However, many of these data have a competitive nature and are carefully being kept a secret. Recently this scarcity of data belongs to the past. No week passes or a new international study displays and explains another aspect of the new, upcoming mobile medium. In Belgium the second phase of the Belgian Mobile Mapping (BMM) has recently been finished by InSites in collaboration with the IAB.

For those hungry for numbers, we provide some interesting figures (*):

  • 94% of SMS or MMS mailings to selected opt-in lists in France are actually opened and read
  • 90% of the Belgians older than 15 years possesses a GSM
  • 81% of the European mobile users regularly sends SMS messages; 33% does this daily
  • 75% of the European mobile users in July 2007 has already received a publicity SMS, the majority (73%) from their mobile operator
  • 62% of the adolescents (12 – 24year) in France has downloaded content on his mobile; on average for all age groups this is 41%
  • 51% of the Italian mobile users takes pictures with his mobile phone, and 31% shares this with friends through mobile networks
  • 50% of the world population will have a mobile phone by the end of 2007 (3,35 billion people)
  • 49% of the French mobinauts consults the weather forecast on the mobile internet
  • 40% of the Belgians has at least once reacted to an advertising via his mobile
  • 36% of all Belgian GSM devices was bought in the past 12 months
  • 30% of the 50 Top European Brands have a first experience with mobile marketing
  • 30% of the mobile advertising campaigns done by Top European Brands generate conversion rates of more than 5%
  • 30% of the Belgian users is rather critical regarding the intrusive character of the mobile phone
  • 19% of the British internauts older than 15 have made an internet connection with their mobile in January 2007 (5,7 million people)
  • 10% of the Spanish mobile users have already subscribed to a RingBack tone

Proven figures

These figures speak for themselves. Everybody now owns a mobile phone. Through the increasing use of messaging, mobile internet and content download services, the mobile medium slowly becomes a full mass medium, and certainly within certain age groups, the mobile phone has become a necessary instrument.

In some countries the mobile medium is now included in the measurements of the reach of classic mass media. Maybe this can be an inspiration for the CIM to give a more prominent place to mobile in the next Plurimedia study?

(*) Sources: M:Metrics, MédiaMétrie, InSites BMM, Quantifica

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