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Mobile Message Marketing
Description: As more brands turn to the mobile platform to reach customers, messaging services such as SMS,
MMS, Instant Message and mobile e-mail will be their de facto choices for mobile marketing in the
foreseeable future.
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…
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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