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SMS marketing the preferred communication channel for consumers: report

Melbourne, January 12: Mobile business messaging provider MessageMedia has today released new UK research showing that 65 per cent of British consumers agree that an SMS message from a business is more likely to get their attention than email or an app notification. 

Around the world, many businesses are already reaping the benefits of SMS-driven customer interactions, as demonstrated by the incredible growth in SMS statistics. In 2017, there were 8.3 trillion texts sent worldwide – or 16 million per minute. Of those, approximately 1.67 trillion were business messages sent through a provider such as MessageMedia. By 2023, this figure is set to increase dramatically to 3.5 trillion – a rise of 52 per cent. 

MessageMedia’s research found that 98 per cent of consumers open SMS messages, 86 per cent have opened an SMS from a business, and 82 per cent have clicked through a link within SMSproving it’s an engaging mobile experience for consumers.  

Chief Marketing Officer at MessageMedia, Tara Salmon, says SMS marketing remains one of the most effective tools that marketers have at their disposal.  

“The battle to win consumers’ attention has never been so hotly contested. It’s paramount to the success of marketing campaigns that the right channel is used to cut through the noise and deliver the message. 

The survey also identified strong uptake in consumer action after receiving an SMS from a business:  

  • 59 per cent of respondents reported that they attended an appointment (such as a medical appointment or hairdressers) they would have otherwise forgotten 
  • 58 per cent paid a bill they would have otherwise forgotten
  • 56 per cent visited a store in person or online  

Future of messaging 

The findings also reveal key insights into interest levels and engagement with various types of SMS marketing. Nearly seven in 10 consumers (68 per cent) reported that they would be more likely to respond to a message if it was delivered via a richer messaging option such as MMS or Rich Communication Services (RCS).  

Ease, convenience and visual appeal were strong factors contributing to consumers’ attitudes towards SMS marketing. According to the research, 46 per cent of respondents believed that next-gen messaging protocol RCS looked like an appealing platform to use. Consumers indicated that this format would reduce frustration with the need to download a brand’s app to access important information, with 39 per cent liking the fact they can use RCS without downloading another app. 

Download the full copy of MessageMedia’s report, “Getting the messaging: Consumer attitudes to business SMS”, here. 

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Media enquiries:

Keep Left, Tom Hann

E Messagemedia@keepleft.com

About MessageMedia
MessageMedia is a global messaging provider that helps businesses of all sizes – from SMBs to enterpriselevel – better connect with customers. With 90 per cent of messages read within 90 seconds and more than 50,000 customers worldwide, MessageMedia is Australia’s largest specialist messaging provider and drives business success by creating engaging mobile experiences that customers love. With offices across Australia, United States, United Kingdom, and New Zealand, MessageMedia enables businesses to engage their customers in a connected, mobile world in a personal yet scalable way. 

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