Almost half of UK consumers prefer SMS and push messages compared to other forms of mobile marketing, including video advertising, banner or standard display ads and email. Furthermore, 45% say that SMS messages are more persuasive than other forms of mobile marketing and the form most likely to convince them to make a purchase.
The survey, conducted by Millward Brown Digital for messaging company mBlox in eight countries including the UK, USA, Australia, New Zealand, France, Germany, and Spain, also discovered that 70% of UK consumers are likely to engage with marketing SMS messages, of which 66% are likely to engage with geo-targeted SMS messages and 69% are likely to engage with push messages.
"These findings show that UK mobile marketers have a tremendous opportunity to utilise mobile messaging as a preferred channel for highly personalised, micro-targeted marketing campaigns," comments Michael Becker, industry expert and strategic advisor to Somo. "They also show that marketers should use the channel with care, that trust and message value are critical to consumers, and that marketers must strategically utilize consumer preference, behavior and location data in their design to ensure effectiveness."
Of all the markets surveyed, UK consumers revealed that they receive more text or push messages than consumers anywhere else in the world, with 84% stating they have received a SMS or push notification from a company. Of these, 44% found the content sent to them of value. Furthermore, having downloaded a company app, 78% of UK consumers would sign up for push alert notifications based on their current location.
Globally, consumers are even more receptive to SMS and push message campaigns. The report reveals that 80% of global respondents who downloaded an app from a company would share location data with that company in order to receive SMS or push messages with coupons, offers or deals. Some 59% of global respondents prefer SMS and push
campaigns over other forms of mobile marketing.
Meanwhile. 58% of global respondents say they would send a text message to a company to request more information and 54% say they would send a text message to a company to enter a competition.
“While UK consumers are slightly more skeptical about SMS and push messages than their global counterparts, it is still one of the strongest tools available to UK marketers. Smarter mobile strategies that utilise consumer preference by including behavior and location data in their design is the key to engaging consumers,” concludes Tom Cotney, CEO of mBlox.