August 13, 2010
Mobile Marketing Gains More Traction with Busy Parents
Following up on our recent webinar on location and mobile marketing, we released part two of our findings with Harris Interactive this week. Not surprisingly, receptivity to location-based mobile communications is scaling quickly when this type of marketing appropriated for usefulness, convenience, and relevance—most notably with consumers for whom time and resources are at a premium: parents.
Women, especially between the ages of 35-54, are rapidly embracing mobile phones as a way to organize and simplify their lives, and both moms and dads tend to be more in tune with mobile promotions, having shown a higher response in signing up for deals through sites like Groupon.
The response to queries about the importance of cell phones increased notably for users with children in a household, which means that brands not yet embracing location-based SMS marketing have opportunities to create strategic programs to deliver promotions and information to this demographic when and where this content is needed. And while apps with location components continue to grow and be helpful, text messaging scales more quickly in terms of importance to consumers and ease of use when juggling the logistics surrounding family, school, work, and activities.
For the full report, please visit our research portal.
