Mogreet’s newly published semi-annual 2012 Mobile Marketing Analytics Report revealed that Apple iPhone (News - Alert) users are the most engaged mobile audience, and are also half of the customers who opt to use text marketing programs in the entire U.S. market, even though Apple’s (News - Alert) share is only 34 percent of the overall smartphone market.
James Citron, CEO and cofounder of Mogreet commented, “This report is of special interest to mobile marketers seeking the best return on their investment. Rapid smartphone adoption is responsible for a significant growth in multimedia creation and sharing on mobile devices, and in particular the MMS channel. The rise in MMS traffic can be attributed to the proliferation of high-quality cameras and improved screens on smartphones and the simplicity of sharing this content via MMS that works ubiquitously across all handsets and carriers.”
“We expect this trend to continue in 2013, and marketers would do well to take advantage,” he said.
Mogreet’s “Semi-Annual Mobile Messaging Analytics Report – December 2012” demonstrates consumer behavior patterns and findings discovered within text message marketing campaigns activated during the last six months.
The report indicated that though Android’s (News - Alert) share in the smartphone market is over 52 percent, only 34 percent of Android smartphone users participate in text marketing campaigns. User participation seems to have increased by over 100 percent in both iOS and Android platforms.
Apple iPhone users, along with Samsung (News - Alert) users, overshadow other U.S. mobile phones users in consuming MMS text messaging by a large margin, perhaps because both these devices are more specific to MMS video sharing and consumption.
Also iOS users are over-indexing in their participation in text messaging campaigns.
The report finds that marketers now have the opportunity to engage with their customers with technology that is now native to the end user, as the penetration of multimedia-enabled smartphones continues to climb.
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Edited by Braden Becker