29% of European consumers respond to mobile advertising

According to figures released by the Mobile Marketing Association (MMA) 45 per cent of consumers in the UK, France and Germany noticed mobile advertising, and of these and of these, 29 per cent responded to it. Over a third (39 per cent) then went on to make a purchase.

Mobile advertising that included time sensitive special offers or discounts was cited as the most important factor leading to a purchase (35 per cent in the UK, 31 per cent in Germany and 27 per cent in France). While coupons accessible from phones also proved to be highly popular (34 per cent in the UK, 29 per cent in Germany and 24 per cent in France.

The MMA polled 1,000 consumers from each country mentioned.