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BizReport : Mobile Marketing : September 19, 2014

Consumers prefer SMS to apps for brand communications

Findings of a global study reveal that most consumers consider SMS to be a quick and convenient way for brands to communicate with them.

by Helen Leggatt

The new global SAP study, conducted across 12 countries, reveals that 81% prefer SMS to a mobile app for brand communications. Consumers felt that SMS was a quicker (67%) and more convenient (56%) communication channel for brands.

In addition, 70% of participants said that SMS is a good way for a company to get their attention and 64% believe organizations should use SMS-based engagement more often.
Almost three-quarters (71%) believe it was frustrating to conduct different conversations across different apps and preferred messages to be all in one place.

According to Sethu Meenakshisundaram, president of SAP Mobile Services, consumers are moving away from asking the question 'Is there an app for that?' towards asking 'Is there an SMS for that?'.

"We are seeing a clear maturity in the way consumers are using their mobile phones," says Meenakshisundaram. "They want simplicity and to use the mobile channel that best meets their needs at that time. As this study shows, in many situations SMS wins out and this is a clear opportunity for enterprises to make use of the SMS advantage."

A full copy of the report can be downloaded here.

Image via Shutterstock

Tags: apps, brand marketing, mobile marketing, research, SMS

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