NEW YORK — About one-quarter (24%) of those surveyed in a study of mobile marketing said they have responded to a mobile offer, according to the Direct Marketing Association here, which conducted the survey. In addition, 21% of mobile marketing responders indicated that they responded to three or more offers per month. Food/beverage represented 21% of the mobile offers studied. Higher-income respondents making more than $60,000 per year were more likely to respond to mobile offers; single (never married) respondents were the most likely of all groups to respond to mobile marketing appeals. “These findings suggest that mobile marketing will continue growing into a multibillion-dollar industry as more mobile phone users are enticed by falling prices to purchase data plans and broadband-enabled devices,” said Edward T. Manzitti, vice president, research and market intelligence at the DMA, in a statement.
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