The DMA's Mobile Marketing Council released its first Mobile Marketing Insight study at the end of October to track activity across SMS, MMS and WAP push messages. Designed to provide clients, agencies and suppliers with 'clear measures to judge the medium,' the quarterly report will be free to DMA members and an Executive Summary will me made freely available.

The report shows that for Q1 2007, SMS remains the dominant mobile marketing format and the volume of messages sent continue to increase substantially year on year with almost 15% of mobile service providers sending over 100% more messages than the year before. The figures are in keeping with findings of the DMA's Economic Impact report which concluded that spend on mobile marketing is doubling each year, 'currently accounting for 0.7% of the total £16.4 billion industry expenditure.'

The full report is available free to members of the DMA, please visit their website for details. Otherwise click here to read the report's Executive Summary.