Boston, MA, June 25, 2008 – A new report from Aite Group, LLC provides demographic insight into the U.S. population segment that will be the most open to marketing via the mobile channel. The report also reveals the types of rewards programs and program structures that would be of particular interest to this group.

Based on a survey of 496 consumers, conducted in January 2008 by Aite Group, the report reveals that mobile marketing appeals to specific consumers with distinct characteristics. For example, consumers open to using a mobile phone for purposes beyond verbal and text communication are more likely to fall within Generation X. They are likely to have a higher number of credit and debit cards than those less open to mobile marketing, tend to be heavy users of rewards programs, and actively participate in marketing programs that offer discounts and rewards. While overall cardholder interest in mobile marketing is low, 60% of mobile marketing-friendly cardholders (a significant segment equal in size to the entire population of Canada) would be interested in receiving retail discounts via their mobile device.

"There are many reasons why the mobile channel is an attractive vehicle for marketers," says Judy Fishman, analyst with Aite Group and co-author of this report. "There are more mobile devices than televisions, the device is rarely apart from its owner, and the potential for targeting a specific audience is tremendous. By knowing the demographics and habits of those most open to mobile marketing, marketing managers can best connect to that population."

This 36-page Impact Report contains 27 figures and one table. Clients of Aite Group's Retail Banking service can download the report.