Study - SMS second to Web in charitable donations
According to a new study conducted by Luth Research for the Mobile Marketing Association, of the 33 percent of U.S. mobile phone owners who donated to Haitian relief efforts, one-third used a PC and Web site and 22 percent used SMS. In other words, one out of five mobile phone donors donated to Haiti relief efforts using SMS.
"As consumers continually develop use of the mobile channel, including the mobile Internet, we'll see more of an uptake in mobile donations," said Michael Becker, North America managing director for the MMA.
"We will also see increased use in stimulating conversations, volunteerism and enabling other activities that support charities as much, or if not more, than financial donations," he said.
"Mobility can be the centerpiece that ties charities together with brands' media strategies because mobile is effectively the glue that connects and combines interactivity."
This research of mobile marketing behavior and opinions was highlighted in the latest Mobile Consumer Briefing, which is a monthly survey of adult consumers nationwide.
Luth surveyed a demographically representative sample of more than 1,000 adult consumers for this effort.
Per the findings, 23 percent of the respondents claimed they were very likely or somewhat likely to donate via SMS in the future.