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Wednesday, February 23, 2005
RESEARCH: CONSUMERS READY FOR MOBILE CUSTOMER RELATIONSHIP MANAGEMENT
A Finnish research study concludes:
PEAR-research project (Personalized Mobile Advertising Services), coordinated by the Faculty of Economics and Business Administration at the University of Oulu, Finland, investigated the willingness of Finnish consumers to receive mobile marketing such as discounts coupons and information in the form of text messages (SMS). Based on over 20,000 responses recorded in the research, it can be concluded that consumers are ready to receive mobile marketing: above 80 % of the respondents expressed their acceptance towards mobile marketing.
The research was itself done through SMS, and "although the SMS questionnaires were somewhat time-consuming to answer (around 5-15 min), the accuraty of the responses surprised the researchers, as did the average age of the respondents (approx. 40 yrs)."
PEAR-research project (Personalized Mobile Advertising Services), coordinated by the Faculty of Economics and Business Administration at the University of Oulu, Finland, investigated the willingness of Finnish consumers to receive mobile marketing such as discounts coupons and information in the form of text messages (SMS). Based on over 20,000 responses recorded in the research, it can be concluded that consumers are ready to receive mobile marketing: above 80 % of the respondents expressed their acceptance towards mobile marketing.
The research was itself done through SMS, and "although the SMS questionnaires were somewhat time-consuming to answer (around 5-15 min), the accuraty of the responses surprised the researchers, as did the average age of the respondents (approx. 40 yrs)."