UK consumers are increasingly responsive to mobile marketing, with many happy to receive marketing messages in exchange for free content.

Research published by mobile marketing company Pitch found that almost a third of Britons are happy to receive text messages, videos or pictures on their mobile, with willingness rising among the 16- to 25-year-old age group.

Nearly half of the young adults polled would be happy to receive marketing material in exchange for free content, with more than 30 per cent adding that they would be likely to respond to these messages.

Commenting on the research, Pitch executive chairman David Warburton said: “The report shows that the consumer is now receptive to receiving mobile advertising – as long as the messages sent out are well designed and carefully targeted.

“The power of mobile marketing has always been in its ability to target a distinct group of consumers, unlike spam or junk mail, which rely on sending out millions of messages in the hope that a tiny percentage respond.”

He added: “If brands are prepared to take this message on board, this will be the year that mobile marketing realises its full potential.”

Across consumers as a whole, 45 per cent of respondents said mobile marketing would encourage them to check out a website, while 41 per cent would also visit a store or venue to redeem a promotional voucher.ADNFCR-8000151-ID-17568518-ADNFCR

Related Topics: General Marketing