Wednesday, April 21, 2010

U.S. Consumers Significantly More Likely to Respond to Location-Based Mobile Ads Than Other Mobile Ad Types

NEW YORK, LONDON, SINGAPORE and SAO PAULO, April 21 /PRNewswire/ -- The Mobile Marketing Association (MMA) ( and its official research partner, Luth Research (, today released the latest Mobile Consumer Briefing, a monthly survey of U.S. adult consumers about their mobile marketing behaviors and opinions. Available exclusively to MMA members, the new survey shows that nearly one in four U.S. adult consumers uses mobile location services, with usage highest among Apple iPhone owners.

Based on Luth Research's online panel, SurveySavvy™, each MMA U.S. Mobile Consumer Briefing collects answers from a demographically representative sample of more than 1,000 U.S. adult consumers. Conducted in mid-March, the new survey found that 91 percent of respondents have a cell phone and that 26 percent of that group has used a "map, navigation or some other mobile phone service that automatically determines your current location."

Nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads through location-based services. This was a significantly higher rate than for those who noticed advertisements while sending/receiving text messages (37 percent) and almost twice the rate of those who saw an ad while browsing Web sites (28 percent).

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