For Interactive Marketing Professionals

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	December 3, 2009 How Interactive Marketers Can Reach US Mobile Social Network Users by Neil Strother with Peter Sargent, Michael Greene, Cynthia N. Pflaum, Emily Bowen

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Executive Summary

Mobile social networkers represent 11% of all US online adults, and their ranks are growing. This emerging segment exhibits attractive mobile behaviors that interactive marketers can exploit. Mobile social users show greater responsiveness to ads on their cell phones, purchase mobile content and services at a greater rate, and access the mobile Internet much more often. Marketers who seek to stay connected with and profit from these valuable customers must provide mobile-friendly sites, drive new social experiences, take risks, and offer content that can be shared via mobile phones.

TABLE OF CONTENTS

• Mobile Social Users Represent A Small But Growing Target For Marketers
• Mobile Social Users Are More Willing To Buy Content And Send Text Messages
• Mobile Social Users Are More Willing To Engage With Their Favorite Brands
• Mobile Social Campaigns Come With Inherent Challenges

RECOMMENDATIONS

• Target Mobile Users With Unique Offers That Leverage Mobile Interaction
• Supplemental Material
• Related Research Documents

This is an excerpt

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