The Mobile Marketing Association (MMA) has issued a report that found overall interest in mobile marketing varies by geography. The US and Western Europe report comparable interest levels in mobile marketing, whereas similar interest levels are noted amongst mobile phone users in Asia Pacific and Latin American markets. One-in-four mobile users in the US and Western Europe express strong or moderate interest in mobile marketing. Interest levels are higher in Asia Pacific and Latin American markets where roughly one-half and two-thirds of mobile users respectively express strong or moderate interest. In all regions, "text-to-win" and interactive voting campaigns are the most common efforts in which mobile users have participated. Article