According to the Mobile Attitude & Usage Study carried out by the Mobile Marketing Association in UK, France, Italy, Germany, Spain and  Ireland, 70% of age group from 18 to 24 uses bluetooth technology. Receiving mobile coupons has been ranked the most attractive mobile marketing activity.

The conclusions:

1. The success of mobile marketing campaigns would be enhanced by targeting the Youth Market.

2. Marketers should concentrate on messages that have a clear answer to “what’s in it for me?”.

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