Mobile marketing reach on the up in the UK

Mobile marketing reach on the up in the UK

Mobile marketing reach on the up in the UK


The Brits are famous for queuing, a stiff upper lip, an obsession with class, talking about the weather, asking about people’s journeys, and of course a love of tea. But there is also the Brits’ love of a bargain, whether it is BOGOF, money-off coupons or straightforward discounts. With this in mind businesses and brands are apparently leaping on the mobile marketing bandwagon to present their offerings direct to their consumers.

Research that wasn’t released by the Oxygen8 Group reveals that five-out-of six people are receiving any “form of direct mobile marketing from businesses” in the UK. What Oxygen8 actually released was that one-in-six British consumers “are not” receiving any “form of direct mobile marketing from businesses” and states that this is a missed opportunity for brands and businesses.

In other words, 41.4 million adults across the UK have received a form of direct mobile marketing, compared to 8.3 million adults that have not. That means brands and businesses are cumulatively reaching 82% of the UK mobile adult audience, which represents a truly incredible platform for marketers.

When mobilesquared carried out similar research in 2013, of 2,000 consumers (aged 18 and over), it revealed that 16% had opted-in to mobile marketing with a further 2% intending to opt-in to mobile marketing. So a potential of 18% equating to 8.9 million people had, or were going to, opt-in.

According to our research, 44% of consumers had not opted-in and had not received any form of mobile marketing. Of the remaining 38%, it was evenly split between those users that received mobile marketing but had definitely not opted-in (spam) and those that were not sure if they had opted-in (casting doubts about the transparency of the opt-in process).

Aside from the opt-in equation, this latest research implies that mobile marketing reach across the UK population has expanded from 56% in 2013 to 82% in February 2014. mobilesquared attributes this growth to more companies investing in mobile campaigns, and a growing number of consumers opting to receive communications.

Inevitably, opt-in will become a bigger issue as more consumers look to utilise the benefits provided by mobile marketing campaigns. As Oxygen8’s research states, 22% of consumers would be more likely to buy from or spend money with a business in future if the company sent them a useful mobile communication. While Oxygen8 said that the 8.3 million people not receiving communications represents a missed opportunity, the bigger missed opportunity appears to be ensuring those 22% of consumers start to receive relevant communications.

Regardless, this latest research shows that companies are getting braver when it comes to communicating with customers via the mobile channel. But there is still a considerable way to go. 

As our research shows from mobile messaging (for example) in the retail space, there is a significant gap between the number of messages being sent by retailers and the number of messages a mobile consumer that has opted in to receive retail-based communications is will to receive. On average, the mobile messaging channel is being underutilised by approximately 70%. 

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Companies must not be afraid to admit that consumers want to hear from them via their mobile devices. That is not a tactic to be ashamed of, but something to behold. Kind of. This is an area we addressed at the end of last year, and can be accessed here.

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