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BizReport : Research archives : August 06, 2009

Study: SMS golden carrot for mobile marketers?

Is your consumer base texting? Chances are they are. According to a new report from Opus Research's Local Mobile Search unit text messaging has reached the tipping point, meaning marketers need to be in the texting market, too. SMS messaging, according to the report, is now generating greater responses than online display ads.

by Kristina Knight

Why are consumers between two and ten times as likely to respond to an SMS ad message? Because SMS messages are opt-in. Consumers first opt-in to lists and then receive the message; by opting-in consumers are telling marketers what they are and are not interested in, a huge advantage to marketers in the SMS field.

Researchers found that roughly ">154 million consumers (57% of mobile subscribers) are now texting with text volumes reaching more than 3 billion daily. Consumers are not texting more than talking when it comes to mobiles and texting reach is about 70%, more than the reach of the mobile Internet.

According to the Pew Internet and American Life study about are accessing the Internet via a mobile device, using their mobiles for email, instant messaging and mobile search. Other favorite mobile pastimes include game playing, listening to music and texting.

Mobile Internet does hold more opportunities for marketers but for now at least texting is a far better way to reach interested, in-market consumers.

Tags: mobile marketing, mobiles, Opus Research, Pew Research, SMS ads, text messaging

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