NDL comment on the latest numbers showing the UK as the most receptive for mobile marketing in Europe.
(1888PressRelease) February 07, 2012 - A recent study of over 4,000 mobile device users has found that the UK is the most receptive market within major European economies. The research also found that UK consumers were more receptive than even their American counterparts. UK firms were advised that thorough research and best practice were the way to gain consumer confidence as consumers become more accustomed to mobile marketing.
According to the report 'Promoting to the Mobile Consumer', three quarters of the UK population are comfortable with receiving mobile promotions. The figure dwarfed that of Germany, with just 46% of respondents as receptive. France also had a low uptake, with only half of respondents happy with offers and promotions via their mobiles. The UK still overtook the USA, with only 72% of American respondents saying they were similarly happy. There was also significant variation in the way that different markets preferred to receive information on the move. For example, in English-speaking cultures, text messaging was the clear preference. Yet in France consumers were more likely to be receptive to voice-based services, emails and microsite delivery. America preferred promotions offering a discount, whereas in the UK discounting ranked second behind two-for-one promotions for over 60% of consumers. Firms were therefore advised to carefully research their audience when designing any type of mobile communication strategy. For those working in multiple markets, the research still found the overall popularity of mobile marketing was steadily increasing.
Another crucial finding was that once engaged with a promotion, three quarters of those receiving it regularly pass it on to friends and family. Incentives to participate and/or to pass on were nonetheless still cited as an important strategy to increase uptake and pass on rate. One interesting finding was that despite concepts of today's more budget conscious consumer market, financial incentives were not the only valuable tool. Emotional affinity with brands still has a powerful role to play, for example, offering VIP access to a particular event matching core communication messages.
"Consumers can choose to immediately opt in directly from their mobile device, making it one of the fasted channels to reach existing and potential customers available today. By reaching consumers on their mobiles, we engage them on a platform with which they are comfortable and interact with every day" said a spokesperson from NDL Group, a specialist firm providing delivery support to clients and agencies creating mobile marketing, prize promotion and digital marketing campaigns.
In addition to appropriately engaging content, the perception of the delivery itself was also a major issue affecting uptake. Brands were advised to create prize promotion incentives and offers which above all else fostered trust in the provider.
"All promotions should be thoroughly researched for the optimal demographic and psychographic fit, and best practice always applied to the delivery of the promotion. The same maxim applies whether that be a discount, two-for-one deal, prize promotion or other type of call to action. Without a high level of consumer confidence to take part directly from the mobile, the likelihood of gaining access to the mobile user's family and/or social networks significantly drops. "
NDL Group are a specialist promotions activation agency based in London and assist clients and agencies in delivering their big ideas, across UK and worldwide prize promotions and incentives. To find out more, visit their website at http://www.ndlgroup.com/
NDL comment on the latest numbers showing the UK as the most receptive for mobile marketing in Europe. 
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