Abstract
The Mobile Message Marketing report examines the trend toward media integration being driven by marketers' adoption of the mobile platform.
Today' s mobile marketing campaigns are dominated by messaging. As the speed and sophistication with which marketers integrate other mediums such as outdoor, radio, television and the Web with SMS call to action, an ad-supported model for mobile messaging network charges cannot be far off.
eMarketer projects that the global market for ad-supported mobile messaging will rise from $1.5 billion in 2006 to $12 billion by 2011.
Key questions the “Mobile Message Marketing” report addresses:
- What marketing opportunities does mobile messaging present?
- Which geographic regions are leading the way in mobile message marketing? Which regions are lagging?
- What are targeting opportunities of mobile messaging campaigns?
- How will ad-supported mobile messaging fit in with other mobile marketing platforms?
- And many others.....
eMarketer Reports- On Target and Up to Date
The Mobile Message Marketing report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
Table of Contents
Executive Summary
- Mobile Messaging Revenues* Worldwide, 2006-2011 (billions)
- Mobile Messaging Revenues* in North America, 2006-2011 (billions)
- Key Questions
The eMarketer View
Mobile Messaging and the Ad-Supported Model
- US Premium SMS Revenues and Transactions, by Category, Q1 2007
The Opportunity for Ad-Supported Messaging
- Mobile Messaging Revenues* Worldwide, 2006-2011 (billions)
- Mobile Messaging Revenues* in North America, 2006-2011 (billions)
- Mobile Messaging Revenues Worldwide, by Type, 2006-2010 (billions and CAGR*)
- SMS Revenues Worldwide, 2005 & 2010 (billions)
- SMS Message Volume Worldwide, 2005 & 2010 (billions)
- Mobile IM Revenues in China, 2007-2011 (billions of RMB and % increase vs. prior year)
- Mobile Instant Messaging (IM) Revenues in the UK, 2007-2012 (millions)
- Mobile Data Revenues Worldwide, 2007 & 2011 (billions)
- Mobile Data Revenues Worldwide, by Region, Q3 2006 (% of total)
- Mobile Service Revenues in Western Europe, by Type, 2006 & 2012 (% of ARPU*)
- US Mobile Service Revenues, by Type, 2005-2010 (billions)
The User Experience
- Mobile Messaging Applications Used by Mobile Users Ages 12-24 in the EU-7, Q2 2006 (% of respondents)
- Average Voice and Text Message Usage per School Week by UK Child and Tween Mobile Phone Users, by Age, April-May 2007 (% of respondents in each group)
- Frequency of Daily SMS Use according to Mobile Phone Users in South Korea, December 2006 (% of respondents)
- Reasons for Using Mobile Phones according to Mobile Phone Users in South Korea, December 2006 (% of respondents)
- Select Daily Mobile and Online Messaging Activities of US Teen and Young Adult Consumers, April 2007 (% of respondents)
- US Mobile Phone Users Who Use Text Messaging, by Age, July 2007 (% of respondents)
- Select Daily Mobile Content Activities of US Adult Mobile Phone Users, by Age, July 2007 (% of respondents in each group)
- Select Mobile Phone Activities among US Hispanics vs. the General US Population*, November & December 2006 (% of respondents)
- Internet Users Worldwide Who Trust Mobile Phone Text Advertising, by Region, April 2007 (% of respondents)
- Acceptable Types of Mobile Advertising according to US Mobile Phone Users, March-April 2007 (% of respondents)
The Promise of Ad-Supported Mobile Messaging
- Text-Based (SMS) Mobile Advertisements Received and Responded to by Mobile Subscribers in the US and Select Countries in Western Europe, July 2007 (thousands and % of mobile subscribers receiving and responding)
- Interaction Rate* for Entertainment Rich Media Campaigns in the US, by Feature, 2006-Q1 2007
- Average Time Spent on Select Features of Entertainment Rich Media Campaigns in the US, 2006-Q1 2007 (seconds)
- Top 10 Online Dating Web Sites in the US, Ranked by Market Share of Visits, February 4-10, 2007
- US Mobile Phone Subscribers per Month Who Responded to an SMS Advertisement and Purchased vs. Did Not Purchase a Product, by Gender, September-November 2006 (thousands and % of subscribers in each group)
- Online/Mobile Marketing Tactics that US Marketers Spent the Most Money on in 2006 (% of respondents)
- SMS vs. MMS Mobile Marketing Use by Leading Brands in Europe, July 2007 (% of respondents)
- Online Marketing Tactics Used by Advertisers* in France, Q1 2007 (% of respondents)
- Leading Brands in Europe that Are Considering Implementing SMS and/or MMS Mobile Marketing in the Next Year, January 2006 & July 2007 (% of respondents)
- Incentives that Leading Brands in Europe Would Consider Offering to Consumer Respondents of SMS or MMS Mobile Marketing, July 2007 (% of respondents)
- Factors that Are Preventing Leading Brands in Europe from Using SMS Mobile Marketing, January 2006 & July 2007 (% of respondents)
- Features Would Make SMS and MMS Mobile Marketing More Appealing to Leading Brands in Europe, July 2007 (% of respondents)
- UK Visitors to TV, Video or Movie-Related Web Sites, September 2006 & September 2007 (millions, % of total Internet users and % change)
Appendix: Types of Mobile Messaging
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