The third-annual Hipcricket Mobile Marketing Survey found that 57 percent of consumers would be interested in opting in to a brand?s loyalty club via a mobile social networking application such as Facebook.

The evolving relationship between mobile devices and social networks presents brands with significant new opportunities to connect with consumers. Despite growing consumer interest in interacting with brands via mobile and social media, the survey also found that 80 percent of respondents stated that they still have not been marketed to by their favorite brands via their mobile device.

?The key finding of the survey from our perspective is that consumers are showing a high level of interest in integrating social networking with mobile marketing,? said Jeff Hasen, chief marketing officer of Hipcricket, Kirkland, WA.

?Specifically, the survey found that 57 percent of consumers would be interested in opting in to a brand?s loyalty club via a mobile social networking application such as Facebook,? he said.

?This is something we?ve suspected for a while, and are happy to have confirmed by a significant percentage of respondents.?

In addition, the survey found that both interest and participation in mobile loyalty clubs remained steady at 35 percent and 9 percent respectively.

However, the research found that 90 percent of those who had participated in a mobile loyalty club gained value from being a part of the club, representing a significant untapped opportunity for brands. 

The survey also identified growing interest in mobile coupons, with 38 percent stating that they are at least somewhat interested in receiving mobile coupons, up from 18 percent in 2009, and 46 percent surveyed stating that they are at least somewhat likely to redeem mobile coupons, up from 43 percent in 2009.

Mobile Web boom
Other significant findings from the survey include the fact that mobile Web usage is up.

? Mobile Web usage has increased significantly; with 70 percent of mobile Web users surveyed accessing it at least once per day, up from just 21 percent in 2009

? Of the mobile Web users surveyed, 53 percent noted that they have visited a retailer?s site on their mobile phone

? 60 percent agree that the mobile Web is a useful source of information, up from 51 percent in 2009

? 28 percent of those surveyed are at least somewhat likely to use their mobile device while shopping this holiday season

? 30 percent have interacted with a brand through their mobile device

Hipcricket client Arby?s has been recognized for its mobile loyalty club use and growth.

The effort included the launch and promotion of the Roastburger sandwich and kicked off with a Jimmy Kimmel Live segment, where viewers were urged to text the word ROASTBURGER to 27297 to receive a free sandwich with the purchase of any drink.

Arby's created 172 local databases to handle the mobile response traffic from its television-plus-mobile promotions.

Of consumers who started a mobile interaction with store signage, more than 89 percent opted to join their local database, and more than 90 percent of TV respondents did so.

Arby?s has since integrated mobile into many of its TV and radio commercials, print ads, Sunday coupon circulars, live events and in-store signage.

The 2010 Hipcricket Mobile Marketing Survey is a national survey designed to provide insight into consumer attitudes towards mobile marketing and their mobile behavior.

The survey was conducted in October 2010 via email and is based on 526 respondents.

Mobile Marketer?s Dan Butcher interviewed Hipcricket?s Mr. Hasen. Here is what he had to say:

What is the key finding of the survey?
The key finding of the survey from our perspective is that consumers are showing a high level of interest in integrating social networking with mobile marketing.

Specifically, the survey found that 57 percent of consumers would be interested in opting in to a brand?s loyalty club via a mobile social networking application such as Facebook.

This is something we?ve suspected for a while, and are happy to have confirmed by a significant percentage of respondents.

What is the most surprising finding, and why?
The most surprising finding for us is that brands are still not fully taking advantage of consumers? willingness to participate in mobile marketing, specifically in loyalty clubs.

The survey found that 35 percent consumers are interested in joining mobile loyalty clubs.

However, despite this interest, 80 percent of respondents stated that they still have not been marketed to by their favorite brands via their mobile device.

In our opinion, this represents huge missed opportunities to engage with customers on an ongoing basis.

What advice can you give to brands/marketers based on your findings? Dos and don?ts?
The biggest piece of advice we can offer is that it?s important to think beyond a single campaign or execution to a broader perspective of CRM or MRM efforts much like Arby?s and MillerCoors are doing with Hipcricket through full integration of mobile into the marketing mix.

We also recommend using simple first initiatives like SMS to build opted-in loyalty clubs and continually engage with customers.

Final Take
Mr. Hasen