According to data from Pew Research*, 46 percent of American adults have a smartphone of some kind, which presents an opportunity for marketers throughout the country to reach consumers on their handheld devices.
The recent "Consumer Perceptions of Mobile Marketing for StrongMail"** survey, conducted by Forrester Consulting, 64 percent of smartphone owners are open to receiving promotional emails from brands at least once per week. Email marketing has emerged as the tops means of mobile marketing preferred by consumers.
"With smartphone adoption approaching 50 percent, marketers ignore mobile marketing at their peril," said Tal Nathan, vice president of client services at StrongMail.
Americans are also making purchases as a result of mobile advertisements. According to the StrongMail research, 32 percent of smartphone owners said they have bought products after receiving a promotional email.
However, SMS and in-app messages haven't elicited nearly as much as success, with only 9 percent of SMS recipients and 6 percent of people who have received in-app messages claiming to purchase products after receiving messages.