M:Metrics has released a study which found that a relatively high number of mobile users have responded to shortcodes in ads: “With Spain topping the list at 29.1 percent, followed by the UK at 18.5 percent, France at 10.1 percent, the United States at 7 percent and Germany at 3.4 percent.” Unsurprisingly the most common response is to shortcodes on television, but that’s mostly for voting on reality shows and so on.
SMS ads are also taking off, mostly from carriers at the moment. “The numbers for those who received an SMS ad are even greater. In Spain, 66.8 percent of mobile subscribers reported receiving an SMS ad. France follows at 50.1 percent, then the UK at 36.8 percent, Germany at 29.6 percent and the United States at 12.8 percent. The largest source of the ads by a wide margin is mobile operators…”Remember the early days of the Internet, when spam was still a meat by-product?” asks Hodgman. “At that time your Internet service provider was the major commercial e-mailer in promoting their services. It appears that the mobile operator is functioning in the same capacity today on mobile. It will not be long before brand advertisers supersede the mobile operators, though, given the robust activity and consumer response rates we are already seeing in the medium after only a few years of the existence of common short codes.”
Subscriber content
?
Subscriber content comes from Gigaom Research, bridging the gap between breaking news and long-tail research. Visit any of our reports to learn more and subscribe.
Advertisement
Advertisement
Advertisement
Comments have been disabled for this post