The Mobile Marketing Association says half of mobile users in Asia Pacific express at least moderate interest in mobile marketing, while 13 per cent indicate high interest.

The figures came out of the 2007 Mobile Attitude and Usage Study, carried out by Synovate on behalf of the MMA. Synovate conducted 1,901 online interviews in China, Hong Kong, India, Korea, Japan and Australia.

Other findings include more than 60 per cent of the region’s mobile users use text messaging, which the MMA says translates into a large addressable audience for SMS-based marketing campaigns.

Laura Marriott, president of the MMA, said: "The APAC region is world-renowned for its high wireless penetration and usage of mobile technologies and the 2007 APAC Mobile Attitude and Usage Study provides some new insights into mobile marketing receptiveness."

The study will be available free of charge to all MMA members early next week.