ElectricNews: MMS to Boom, WAP Languishes: Survey

IDC Press Release: Strong Growth in MMS Subscribers with Camera Phones

See all those ads on TV these days featuring people using mobile phones to snap pictures and send them to friends? Well, of course that needs its own three-letter abbreviation: MMS, for multimedia message service. And, according to a new survey carried out by A. T. Kearney and Cambridge University in 15 European countries, it's all the rage (as noted in the first link, from ElectricNews). Eighty percent of the 5,600 mobile phone users surveyed were aware of MMS photo messaging, and two-thirds would be willing to pay for the service, including 42% of those under 10 who said they would pay more than US$1 per MMS message.

More than half of respondents also say they have received text advertisements on their phones, and 3% say they have bought something as a result of such an ad.

Thanks to MarketingFix reader Martina for the tip on the IDC report.