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Hong Kong Mobile Marketing Survey 2009 by HKAIM
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Hong Kong Mobile Marketing Survey 2009 by Hong Kong Association of Interactive Marketing (HKAIM)

Hong Kong Mobile Marketing Survey 2009 by Hong Kong Association of Interactive Marketing (HKAIM)

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Hong Kong Mobile Marketing Survey 2009 by HKAIM Presentation Transcript

  • 1. 11th November, 2009 By Francis Fong Chairman Hong Kong Association of Interactive Marketing
  • 2. Respondents Demographics
    • The respondents of this survey are mostly executives in Media and Marketing Agencies (19%), the Service industry (24%), or the IT&T sector (21%).
    • Other respondents are quite equally distributed among those in the manufacturing & trading business, retail, government or institutions or other industries.
    • Most are age 36 or above (43%), or aged between 26-35 (35%), with a small group aged between 19 to 25 (7%).
    • Respondents were asked a series of questions to investigate and understand what the state of Mobile Marketing was in Hong Kong, and what opportunities might exist for marketers, service providers and platform owners.
  • 3. User Behaviour
    • Of all those surveyed, almost 70% of all responded favorably in that they either are already employing mobile marketing, or intend to use mobile marketing in within the next 6 months or less. Of that figure, 36% said they were already using mobile marketing.
    • This is a very encouraging piece of information, because it points out that representatively more than a third of all marketers in Hong Kong are already mobile marketers.
    Question: Have you used mobile phones for marketing in past 6 months??
  • 4.
    • On the converse, around 30% of all respondents do not have plans to use mobile marketing in the next 6 months, or have no opinion on mobile marketing.
    • We believe a large part of this is because of misconceptions that mobile marketing is expensive (22%), that because their company size is too small mobile marketing is not right for them (22%), and that it is perceived as being not effective (14%).
    • While those reasons might deter certain marketers from choosing mobile marketing, a large reason they choose not to try mobile marketing is because they do not know how to use it for business (34%).
    User Behaviour 34% 8% 22% 14% 22% Question: Why do you not consider using mobile phones for marketing?
  • 5. User Behaviour
    • In spite of those concerns though, marketers found many reasons to support mobile marketing.
    • Most marketers believe that mobile marketing can reach their target market directly (32%) and can deliver a more personalized media (26%). Whereas, some marketers believe that it is cost effective (18%) and can be a marketing and publicity tool that can be measured (14%). Only 7% of respondents felt that mobile marketing could yield a higher ROI than other media.
    32% 18% 7% 14% 26% Question: What do you think are the business benefits of mobile marketing?
  • 6. Awareness & Business Application Question: Which of the following mobile marketing tools have you heard of? 53% 26% 21% 70% 41% 38% 36% 70% 13% 17% 48% 29% 23% 49% 31% 12%
    • While 34% of marketers do not know how to apply mobile marketing to their business, 100% of all respondents are aware of mobile marketing tools, and most are savvy with current mobile marketing tools.
    • Among the mobile marketing tools respondents are aware of, SMS had the most overwhelming awareness of 95%, with high awareness of Mobile Application Downloads (61%) like iPhone Apps, Bluetooth (64%), Location-Based Services (61%) and Mobile WAP (64%). Interestingly, 2D barcode also ranked a notable awareness rating of 45% among all respondents.
    95% 64% 64% 61% 61% 45%
  • 7. Market Demand
    • In terms of the demand for mobile marketing services in Hong Kong, there remains a healthy need. Of all those that indicated they intend to use mobile marketing, their anticipated budget allocation remains low at 5% or less of their annual budget, with 42% respondents in that group. 18% intend to spend between 6-10% of their budget on mobile marketing, with only 4% aiming to spend between 11-20% of their budget on mobile marketing.
    • Representing a huge potential pool of business for mobile marketing service providers, 36% of respondents have yet to take the plunge into the world of mobile marketing.
    Question: What percentage of your total advertising budget did you spend on mobile advertising? 4% 36% 18% 42%
  • 8. Awareness of Service Providers
    • The lack of understanding of mobile marketing may be due to the fact that when asked if they thought there were enough digital/interactive agencies in Hong Kong that know how to create effective mobile marketing campaigns only 18% responded with a “Yes”, while an overwhelming 47% believed there are not enough such agencies. Standing on the fence were 35% who were sure.
    Question: Do you think there are enough digital/interactive agencies that know how to create effective mobile marketing campaigns for your company or service? 18% 35% 47%
  • 9. Conclusion
    • There is a positive future for mobile marketing practitioners and service providers in Hong Kong. This can be seen by the high awareness of mobile marketing tools, a willingness to test the tools, and a preparedness to budget for it.
    • There is high awareness of mobile marketing tools among professionals, with 95% aware of SMS marketing, and more than half of respondents being aware of more advanced mobile marketing tools such as mobile WAP, LBS, Bluetooth and app downloads.
    • 32% of respondents believe mobile marketing can reach their target market directly, and almost 30% believe it is a more personalized media. However almost 80% of marketers either spend less than 5% or none of their budget on mobile advertising.
    • We believe this is because 34% of respondents don’t know how to use it, and 22% think its too expensive. These hurdle can easily be overcome by working with professionals, unfortunately 35% of respondents don’t know of digital/interactive agencies that can create effective mobile marketing campaigns, and 47% don’t believe there are enough of such agencies in Hong Kong to assist them.
    • This is a great opportunity for mobile marketing professionals, because in spite of the reluctance to engage, almost 70% of respondents either currently use mobile marketing or are planning to deploy mobile marketing campaigns within the next 6 months or less.