Survey Finds Support for Mobile Marketing

An independent study conducted by Visa International and Hong Kong based, Hutchison Telecom reveals the popularity and success of mobile-based marketing campaigns in Hong Kong. According to the survey results, mobile-based promotions have successfully generated high level of recall rate, brand awareness and redemption rate. Overall, consumers express that wireless marketing enhance their emotions and lifestyles.

The study found that a significant 79% of consumers who participated in mobile-based promotions were able to recall the promotions and that of the consumers exposed to wireless marketing, 53% are more inclined to patronize the advertise merchants. The survey also noted that consumers have about 30% higher brand awareness of mobile phone promotions than radio, leaflet and email forms of delivery and 73% of OrangeClub members surveyed expressed interest in location-based service.

The study reveals that convenience and attractiveness of offers are important factors affecting coupon holders' desires to redeem their coupons. When asked what motivates them to redeem or download the offers sent to them on their mobile phones, 75% of respondents ranked convenience as the primary driver while 65% considered the attractiveness of the offers as an important driver.

Agnes Nardi, Managing Director of Hutchison Telecom, said, "It is encouraging to see from this survey that mobile-based marketing is well received by Hong Kong mobile users. Projecting this into future mobile marketing development, we believe that the response will be even better. With the introduction of 3G mobile multimedia services, m-coupon will offer mobile users a new wonderful experience when they can view the products via their 3G mobile handsets before making a purchase decision. Colorful m-coupons incorporating voice, image and video can certainly arouse greater user interest. The success of m-coupon will help further promote m-shopping in Hong Kong."

The study covers joint marketing campaigns launched by Visa International and Hutchison Telecom in which Orange users who possess a Visa card can download or receive m-coupons in the form of SMS or MMS via their handsets. The m-coupons can then be used for redemption at a range of participating merchants who provide special offers and discounts for entertainment, shopping and dining. To date, the campaign has attracted about 100 merchants. Six hundred consumers were asked questions that evaluate the effectiveness, attractiveness and the potential of mobile-based marketing service. An equal split of male and female, Orange and non-OrangeClub subscribers, aged 18-35 participated in this survey."

Posted to the site on 17th March 2003