New York, NY. In a recent study of the effectiveness of text message advertising to cell phones, marketing research firm eMarketer found that a sizable percentage of mobile subscribers are responding to short codes placed in advertisements or other media. However, the US and Germany fall far behind countries like Spain and the UK in the effectiveness of using this medium as a platform to deliver advertising.

Of the five countries surveyed, Spain topped the list with 29% of mobile users responding to ads, followed by the UK at 18.5% and France at 10%. The US and Germany were both under 10%.

"These numbers are not unlike what we saw in e-mail response during the mid-1990's as the Web emerged [as] an advertising medium," said Will Hodgman, CEO of M:Metrics.

Contests — such as game or reality television shows or chances to win free merchandise — were the leading driver of responses, with 18 million subscribers across the geographies reporting they participated.

Related Links:

http://www.emarketer.com/Article.aspx?1004200

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