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Although just five percent of US mobile phone users have participated in mobile marketing programs, 25 percent show interest in participation. That's the findings of a new study from the Mobile Marketing Association.

Some respondents had difficulty readily associating benefits with mobile marketing. Those who did make the connection said they value the ability to receive highly relevant information and coupons and rewards. They also like the convenience of accessing desired information quickly and easily.

A third of mobile phone users who have participated in a mobile marketing program have received status alerts about accounts or products purchased. A quarter of them have received advertisements for products and services, while 23 percent have received information about new products and services, according to the Mobile Attitude and Usage Study.

"The study reinforces that the mobile channel remains one of the most powerful tools available for brands and companies," said Laura Marriott, president of the association. "US consumers continue to use more of their phones' features, creating additional opportunities for marketers to reach them with coupons and other relevant content."

The study found that 21 percent of mobile phone users who have participated in a mobile marketing program downloaded ringtones, wallpapers or games. A fewer number, received alerts for special sales or discounts on products and services, and 10 percent obtained mobile coupons that could be redeemed at stores or restaurants.

The study, conducted by Synovate, a global market research firm, consisted of 1,405 online interviews of mobile phone users.

Article ID: 515