A recent survey from the Australian Interactive Media Industry Association, (AIMIA) shows that despite 60% of Australian mobile users opting in to mobile phone marketing, only 12% of these interactions lead to a direct purchase.

Relationships and incentives key to click-throughs

Users agree to receive a SMS or MMS from businesses on their mobile phone, with banks (44%) and retail stores other than department stores (32%) the most popular choices with customers.

While 20% of respondents indicated they approve of mobile marketing, the majority said an existing relationship was the most important factor when deciding to engage with a company’s advertising. Respondents were also more likely to access advertising that was targeted and offered incentives.

Mobile market remains untapped, for now

Australia has the highest percentage of smartphone ownership in the world. Despite the current low conversion rates, the fact that local users are open to mobile advertising presents a huge opportunity for business. As the medium matures, with more targeted advertising and incentives, this conversion rate will grow.

The results were published in AIMIA’s fifth Australian Mobile Phone Life Index which surveyed over 2,000 participants.

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Featured: Featured: AIMIA @AIMIANational

Article by: Dan Kuseta @dankuseta, @smkapac