Mobile DM Growing in Finland: Survey
Finns are increasingly using their cell phones to access the Internet and react to advertising, according to a survey by the Finnish Direct Marketing Association.
According to the poll, mobile phone use grew to 41% this year from 29% last year. Twenty-five percent of respondents had accessed Web sites with their mobile phones and 31% had used their mobiles to react to programs or advertising on TV or radio. Last year, the percentage was 26.
The age group that used mobile telephones in the most versatile manner was that of 24 to 35-year-olds of whom 61% had received marketing communications to their mobile telephone. Thirty-eight percent of people in this age group had used a mobile device to react to marketing communications published in other media, and 47% had used their mobile phone to access the Internet.
The survey polled more than 1,500 Finns aged between 15 and 64.
