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BizReport : Mobile Marketing : April 25, 2016

Expert: Why Millennials are so keen on text

Teens and young adults aren't letting go of their phones so much as letting go of talking on their phones. That's the takeaway from new OpenMarket data which indicates most believe texts are more convenient than talking on the phone.

by Kristina Knight

More data from the OpenMarket survey can be found here. We had the chance to chat with an OpenMarket exec about why Millennials are so focused on text.

Kristina: Why are millennials more interested in texting than other forms of communication?

Amy Thomas, Director of Marketing Communications, OpenMarket: Millennials are attracted to texting for many reasons. For example, they often see the phone as an overly obtrusive way to communicate, whereas texting seems more convenient, less disruptive and to the point. They rarely check their voicemails, so it makes sense that millennials would rather receive information in the quickest way possible. Our recent survey showed that 75% of the millennials polled would rather lose the ability to talk than text on their phones, so that is very compelling.

Kristina: What do millennials want from businesses in text message alerts?

Amy: Millennials want to communicate with businesses in the same ways they interact with their family and friends. They prefer texting because they can get relevant information exactly when they need it. Text reminders for routine appointments, delivery notifications, payment confirmations, product promotions/discounts, and customer feedback surveys are most helpful to millennials.

Kristina: How can different verticals use text messages to engage with millennials?

Amy: Businesses across all industries can use text messaging to communicate with millennials. For example, banks can offer SMS alerts for balance updates or potential fraudulent account activity. Another engagement strategy is to text-enable your customer support 800 number so that millennials can interact via text. We've seen retailers use SMS for many different use cases from advertising an upcoming sale or promotion to sending post-purchase receipts and feedback surveys. Hotels can stand out from the competition by offer guests the ability to check-in via text, or upgrade and extend their stay. A common two-way interaction is for guests to text the hotel for the Wi-Fi network and password, and the staff can quickly respond with the information.

Tags: advertising, Millennial Marketing, mobile marketing, OpenMarket, text messaging

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