Finns vote and surf with the mobile phone on a day to day basis

The text message remains the most common medium of mobile marketing.

The Finnish Direct Marketing Association today published the latest Mobile Media Tracking study. According to the results, nearly 60% of Finns between 15 and 64 had received mobile marketing (i.e. SMS, MMS or a sent link). This shows strong growth in comparison to previous measurements.

Finnish consumers are at home with the mobile when voting, participating in competitions and campaigns. Almost a third of the consumers had done at least one of the previous during the last six months. SMS voting has become mainstream and reaches all age cohorts nearly equally.

Web browsing with the mobile remains at the previous level. A third of the population uses the phone for browsing. Differences among the population are significant, however.

According to the results, mobile use of social media, microblogs, and Web 2.0 is yet to take off. While the youngest consumers show increasing mobile use of instant messaging and communities, overall penetration still remains low.

Read a summary of the report here. Full report is available to the FDMA members in the Extranet in early March.
2009-MMT-web (pdf) (1.1 MB)

Mobile Media Tracking is a study commissioned by the Finnish DMA and conducted by Trainers' House Analytics. The data collection was conducted by TNS Gallup. The sample of 1187 respondents statistically represents the Finnish population between 15 and 64 years.

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