Mobile Message Marketing

Published by: eMarketer

Published: Nov. 1, 2007 - 17 Pages

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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Abstract

• 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…

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