The survey, carried out last June for Nokia by research firm HPI, included over 3300 mobile users in 11 of the largest mobile markets. It found that the key factors driving consumer acceptance of mobile marketing were choice, control, customization and mutual benefit.
mMarketing is widely believed to have strong potential, as shown by the number of recent SMS deals signed by consumer goods giants from McDonalds to Diageo. Nokia’s survey highlights the importance of making the consumer feel that they are being sent something that will actively help them, rather than getting in the way.
