NOTE TO MEMBERS:  Be sure to log in using your MMA password to display and click on links below to download reports for each of UK, France, and Germany, along with accompanying data sets.  Non-members may purchase reports by emailing [email protected]

Are mobile phone owners in the UK, France and Germany noticing adverts that provide a medium to respond through their mobile phones and if so in which media are they noticing such adverts?

Which type of media do they feel is most suited to mobile response and do consumers have a preference for the type of mobile response? Do consumers feel that a mobile response option would make them more likely to respond to adverts?

The Mobile Marketing Association (MMA) and its research partner, Lightspeed Research (www.lightspeedresearch.com), today announced the release of the latest Consumer Briefing reports into mobile giving in the UK, French and German markets. The studies showed that following the Haiti earthquake, 36% of UK consumers, 23% of Germans and 20% of French donated to the Haitian Earthquake relief efforts. Of all these donors across the three markets, 21.4% had pledged money via text, and 7% by visiting a charitable website from their mobile device.