Nielsen: Text message marketing on the rise

Most consumers are permanently attached to their mobile phones. It's therefore no wonder that text message marketing is on the rise, as marketers make the most of being able to communicate with consumers while they're 'on the go'.

by Helen Leggatt

Nielsen Mobile has released research that shows almost 60% of U.S. mobile subscribers use text messaging on a regular basis. Not surprising when you consider Knowledge Network's survey findings which revealed one in six consumers carry their mobile phones everywhere they go.

Marketers have embraced mobile technology and are using it in ever more creative ways to deliver ad campaigns including m-coupons, viral games and rewards programs.

However, not everyone is getting the message. Just 16% of consumers surveyed for Nielsen Mobile's research recalled seeing any form of advertising while texting.

While the number of calls made on mobile phones has remained steady over the last couple of years, the number of text messages sent and received has risen by a whopping 450%, found previous Nielsen research.

Tags: advertising, m-coupons, mobile phone, mobile subscribers, Nielsen Mobile, text messaging