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May 21, 2004
Wireless Use Fuels Mobile Marketing Opportunities
Mobile phones have reached critical mass in the United States, and the adoption of wireless data services and added features is growing, according to a new study that identifies mobile phone usage patterns. Enpocket, a New York-based mobile marketing company, unveiled findings on Thursday from its new quarterly study, the "U.S. Mobile Media Monitor," detailing shifts in consumer usage patterns to marketers and network operators.
Key results from a survey of 1,000 telephone interviews conducted in late April by NOP World for Enpocket show that 53 percent of the U.S. adult population (110 million) owns a mobile phone, while one-third of these mobile phone users actively engage in text messaging or short message services (SMS).
Rob Lawson, general manager-North America for Enpocket, says that the most surprising finding is consumers' rapid adoption of advanced mobile media applications like SMS, picture messaging, and wireless data/Internet services. "The carriers have done a very good job of promoting next-generation products," Lawson notes.
Posted by at May 21, 2004 05:19 PM
