Mobile Marketing turns some People On – some People Off.

Mobile ad spending is poised to grow 27% to $2.1 billion in 2010, according to the Mobile Marketing Association. However, there’s good news and bad news for marketers who are wading into the mobile marketing wars. The good news is the audience for mobile marketing is growing. The bad news is the audience is still relatively small and confined to a limited segment of the market. Marketers who employ mobile marketing to the wrong consumer group risk turning them off, not on, according to an analysis of BIGresearch’s Simultaneous Media Usage Survey (SIMM 14, June 2009) of over 22,000 consumers.

Demographically, consumers who like mobile marketing tend to be young men. They are cell phone-centered and more likely to use social media. On the other hand, those who don’t like mobile marketing tend to be slightly older women who are not as centered around their cell phone or use social media.

The mobile marketing user segment represents a desirable consumer group for specific products such as electronics. They are much more likely to purchase electronics over the next six months than the non-user group: 22.4% plan to buy a computer (v. 13.1%), 20.2% plan to buy a TV (v. 12.6%) and 11.2% plan to buy a digital camera (v. 7.1%).

Since June of 2008, the percentage of people who don’t like mobile marketing has increased. 66.8% don’t like text ads (v. 63.5 in ‘08), 60.2% don’t like voicemail ads (v. 56.8% in ‘08) and 59.6% don’t like video ads (v. 56.1% in ‘08). The percentage of people has also increased for those who say marketers need permission prior to sending an ad (58% v. 55.6% in ‘08) and those who think they are an invasion of privacy (52.1% v. 49.5% in ‘08).

“Marketers are excited about the potential of mobile marketing, but they need to beware,” said Gary Drenik. “Cell phones are perceived by consumers as a very personal form of media and unwanted messaging could be interpreted as an invasion of privacy. There is a risk in the mobile space of turning consumers off and have a negative impact on ROI.”

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