25% of Finns Already Use Their Mobiles for Surfing the Internet

Mobile Media Tracking, a survey conducted by Satama and published in January 2007, is a comprehensive review of the role that mobile telephones and other mobile devices have taken as channels for marketing and providing services and of the progress of media convergence in Finland. The survey was commissioned by the Finnish Direct Marketing Association (Finnish DMA).

According to the survey, mobile phone use continued to diversify further in 2006. The use of MMS messaging grew from 29 percent to 41 percent. Twenty-five percent of respondents had accessed websites with their mobile phones and 31 percent had used their mobiles to react to programmes or advertising on TV or radio. Last year, the percentage was 26.

Text message based marketing, which has grown steadily since 2001, seems to have stabilised at the level of 2005. In 2006, 45% of the population had received marketing communications to a mobile device. In certain target groups this percentage was almost 60.

The age group that used mobile telephones in the most versatile manner was that of 24 to 35-year-olds of whom a staggering 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 findings of the survey were targeted at enterprises that wish to have access to the most up-to-date information on consumer behaviour in digital channels; what kind of content is suitable for a mobile channel and what kind of content the users find interesting. The findings indicate not only that mobile channels have developed as a form of media and a marketing tool but also that everyday mobile phone use has diversified further amongst Finnish people. Over 1,500 Finns aged between 15 and 64 took part in the survey.

Mobile Media Tracking 2007 is the seventh survey of its kind. Heimo Consulting was in charge of the previous surveys, including last year’s, but a business acquisition last summer led to Satama Interactive having now taken over the process. In addition to research, Satama excels in other areas in this field: its Mobility unit employs around 80 experts who design and implement mobile services and applications and deal with mobile multimedia.

The members of Finnish Direct Marketing Association can purchase the survey for the fare of
150 euros and for non-members the fare is 250 euros.

Orders and detailed information on the survey:
Teemu Ylikoski, Marketing and Research Manager, Finnish Direct Marketing Associationtel.
+358 (0)40 5600 884, teemu@ssml.fi

For more information, please contact:
Tuukka Ylälahti, Research Consultant, Analytics, Satama Interactive
tel. +358 (0)400 410 315, tuukka.ylalahti@satama.com

Teemu Ylikoski, Marketing and Research Manager, Finnish Direct Marketing Association
tel. +358 (0)40 5600 884, teemu@ssml.fi

Satama Interactive Plc
is a leading digital services company. Our aim is to combine talent and technology to make work and client dialogue simple, fun and profitable. Our services portfolio focuses on three core business areas: Marketing, Productivity and Mobility. There are 350 experts in the Satama Group. We are based in Finland in Helsinki, Tampere and Turku, and in Amsterdam, Dusseldorf and Stockholm. Satama’s net sales in 2005 were EUR 27.5 million. Satama Interactive Plc (SAI1V) shares are listed on the Helsinki Stock Exchange. / www.satama.com

Finnish Direct Marketing Association, Finnish DMA
represents around 230 organisations from the fields of mail order sales, client management, interactive marketing, direct marketing and direct sales. The Finnish DMA’s mission is to make the ever-changing multi-channelled business environment of its members as favourable as possible. The association was founded in 1974 and its members’ joint turnover in 2006 was over 34 billion euros. www.ssml.fi