The Mobile Marketing Association (MMA) has released the 3rd annual Mobile Attitude and Usage Study. Being the strong advocate of mobile marketing, the results are of course very positive (if the results are not that impressive will MMA still publish it ?)

What would be very interesting to see in this study are the forces driving the growth of mobile marketing.

Among 1,405 consumers surveyed, 1 in 4 respondents are interested in mobile marketing and 1 out of 20 participated in mobile marketing campaigns. Moreover, 58% of the respondents utilize the camera phones compared to only 35% last year. Highlights of this study include:

  • sweepstakes and voting campaigns are the most widely used types of mobile marketing.

  • Ethnic groups are key audiences for mobile marketing.

  • Teens and young adults use text messaging more than any other demographic.

  • 54 percent of 13-34 year olds use SMS for social networking, while 44 percent of 13-34 year olds said they use text messaging for flirting or dating, and 10 percent of 13-34 year olds said they have broken up with a boy or girl friend using text messaging.