Mobile Marketing Grows, but Targeting Necessary

Marketers who employ mobile marketing to the wrong group risk turning them off according to an analysis of BIGresearch's Simultaneous Media Usage Survey of over 22,000. Those who like mobile marketing tend to be young men. They are cell phone-centered and more likely to use social media. Those who don't like mobile marketing tend to be slightly older women who are not as centered around their cell phone or social media.

Key Characteristics of Mobile Marketing Users and Non-Users:

Users Non-Users
Men 57.9% 46.2%
Women 42.1% 53.8%
Average Age 39.2 45.9
Online search triggered by cell 17.4% 2.4%
Communicate about search via cell 41.3% 26.3%
Download music/video to cell phone 33.3% 14.6%
Regularly Use Facebook 37.9% 27.8%
Regularly Use MySpace 23.2% 9.8%
Regularly Use Twitter 13.1% 3.5%

Source: BIGresearch, SIMM 14

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