As location becomes more and more relevant for users, businesses and advertisers, I am picking up a thread here from Carlo Longino/MobHappy.com and Matt Silk/Mobile Demystified that sheds light on the subject of location via SMS, still the most ubiquitous way to reach consumers on a mobile phone.
On the value to consumers of location-based ads
MediaPost’s Research Brief recently highlighted a survey from Ruder Finn on how Americans use the mobile internet. The post is worth a quick read and provides some insight on how people use their phones (which is helpful for crafting a mobile strategy).
You can read the full post here.
The survey, the Mobile Intent Index, showed the driving factor behind people using their mobile phones to go online is immediacy. And that people use their mobile phones as a “social connector” – with 91 percent of mobile users going online to socialize, compared to the 79 percent of traditional internet users.
See this interactive full study: Ruder-Finn’s full results here.
By Susan Marshall, MediaPost Online
iPhone apps and WAP (mobile Internet) sites, often overshadow SMS (text messaging), as sexier ways to reach mobile phone users. But SMS is fast, effective and provokes action especially in teens and young adults. In fact, a new study from Local Mobile Search says SMS advertising generates response rates two to ten times higher than Internet display ads.
"While much of the ad industry is focused on the iPhone and other smartphones because of the buzz and excitement surrounding these devices, they currently represent only 15% or 16% of total handsets in the U.S.," says the report authored by Opus Senior Analyst Greg Sterling.
Emilio Castellanos is Co-Founder of
Avanti Interactive, LLC, a company dedicated to helping businesses grow by implementing mobile, online content, social media and marketing strategies that create new revenue streams and extend brands, products and services across the new and changing market ecosystem.
