- Posts tagged Text Messaging
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Online Mobile Use By Ethnicity [CHART]
Black Americans are consistently the second-highest US consumers of mobile data services by ethnic demographic. And, they are highly active on the Internet and on their mobile devices, watching video, networking with their social connections, and making purchases, according to [pdf] Nielsen’s latest Cross-Platform Report.
Nielsen examined the media habits of the digital black consumer in the US, a segment with significant buying power which presents key opportunities for marketers, and illustrated their activities across online, mobile, social and TV.
In some key online activities, black Americans track far higher than the average. For example, black American men are 19% more likely than the average US adult to monitor investments and stocks online, and 16% more likely to read technology news online. As a demographic, black adults are 16% more likely than the average US adult to buy children’s clothes, shoes or accessories online. Read the rest at Marketing Charts.
Retail Text Alert Interest, 2009-2012 [TABLE]
The number of shoppers interested in receiving promotional texts has also climbed in recent years. As of February 2012, 31% of US mobile phone owners who did not already receive SMS message-based marketing said they were at least somewhat interested in such messages. And 10% said they were extremely interested in SMS messages. Those marketers who can formulate well-crafted mobile offers for those seeking them will likely drive both mcommerce, as well as in-store sales. Read the rest at eMarketer.
Smart Phone Messaging Preferences [CHART]
Despite having the ability to access different over the top (OTT) and instant messaging (IM) services on their devices, SMS is still the clear leader among smartphone owners when it comes to messaging, finds Acision in May 2012 survey results. 91% of the smartphone owners responding to the survey said they actively use SMS, compared to just 55% who use alternatives. The main reasons for preferring SMS were core capabilities, such as speed of delivery (47%), reach (43%), and reliability (38%), while the top reasons for choosing OTT/IM services were content sharing (28%), speed (27%), and the ability to work across devices (25%). Just 4% of smartphone owners said that IM is more reliable and faster than SMS.
According to survey results released in May 2012 by Rebtel, when mobile owners were asked which applications they would most likely use as an alternative to their traditional carrier minutes or data plan services, 34% said they would utilize a text messaging service, with women far more likely than men to indicate this (43.6% vs. 30.6%). 14.1% indicated they would utilize an instant messaging app, with women again more likely to say this (19.2% vs. 14.1%). Read the rest at Marketing Charts.
Text Message Ad Behavior [CHART]
Among consumers who have signed up for text alerts from retailers and merchants, 26% say that the information they received has led them to purchase the promoted product in the store, while 25% say they have purchased a different product from the store, according to [pdf] May 2012 survey results from Placecast. Similarly, 27% either bought the promoted product or a different one online. And despite just 4% of the survey respondents reporting having signed up for such alerts, interest appears to be on the rise: 41% said they would be at least somewhat or very interested in receiving text alerts about new products, sales, and/or promotions on their mobile device. This represents 14% growth from 36% who showed interest in 2010, and a 32% increase from 31% who were interested in 2009.
Recent research appears to support the potential for text message marketing: according to a survey released in January 2012 by the UK Direct Marketing Association (DMA), sponsored by Velti, SMS (33%) is the most popular method of receiving mobile offers among American consumers, ahead of mobile web, including email (21%), mobile application (11%), and voicemail (8%). Read the rest at Marketing Charts.
Mobile Content Use [CHART]
During the three-month average ending March 2012, 50% of US mobile subscribers used downloaded applications on their mobile device, up about 5% from 47.6% during the three-month average ending December 2011, according to comScore Mobile Metrix data. For the period, downloaded applications extended their lead in penetration over browsers, which were used by 49.3% of subscribers (up close to 5% from 47.5%). Texting remained the most common activity, used by 74.3% of US mobile subscribers, unchanged from the previous 3-month period.
According to an April 2012 report from Flurry, daily smartphone app consumption rose from an average of 68 minutes in Q1 2011 to 77 minutes in Q1 2012. Read the rest at Marketing Charts.
Trust In Sources [CHART]
Global online consumers place the most amount of trust in earned media, and the least in ads served on mobile phones, finds Nielsen [download page] in an April 2012 report. An impressive 92% of consumers surveyed around the world said they trust earned media, such as word-of-mouth or recommendations from friends and family, an 18% increase from 2007. Consumer opinions posted online (70%) was next-most trusted, outpacing other formas such as editorial content within newspaper articles, and branded websites (both at 58%). Text ads on mobile phones are trusted by just 29% of consumers.
This finding contrasts with April 2012 survey results from Ipsos, which found that while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommended it. Read the rest at Marketing Charts.
More Than Three-Quarters Prefer Email For Direct Marketing [CHART]
Email is by far the most popular channel among US online consumers for receiving permission-based promotional messages, according to [pdf] ExactTarget survey results released in April 2012. 77% of respondents chose email, with direct mail (letter, catalogs, postcards, etc. - 9%), text messaging (SMS) on a cell phone (5%), Facebook (4%), and phone (2%) trailing distantly. Email’s primacy is constant across all age groups: it is most popular among 35-44-year-olds and 55-64-year-olds (both at 81%), and least popular among 15-17-year-olds (66%). The preference for email appears to be global, at least when the channel is stacked up against SMS: data from survey results released in March 2012 by Ipsos indicates that three-quarters of consumers worldwide prefer receiving offers via email rather than text.
And according to ExactTarget, email’s dominance as a preferred channel for direct marketing messages appears to be on the rise, growing 7% from 72% of respondents in 2008, while preference for direct mail promotions has plummeted from 26% to 9% in the same period.
This finding conflicts somewhat with survey results released in December 2011 by Epsilon Targeting, which found that almost 3 in 5 American consumers report that they enjoy getting postal mail from brands about new products, compared to just 43% who say they enjoy getting emails from brands on new products. Read the rest at Marketing Charts.
Email vs. Text: Global ePromotion Preferences [CHART]
According to a March 2012 report from Ipsos, 75% of internet users surveyed worldwide preferred receiving retail promotions via email over text. Internet users in the UK and US were even more inclined to prefer email than the average internet user, at 87% and 86%, respectively.
Internet users in the largest emerging-market countries, though, were less partial to email-based marketing messages. Among the so-called BRIC countries, Brazil came closest to the worldwide average, with 76% of respondents in the country preferring email. Respondents in Russia, India and China also preferred email over text, but greater portions of respondents (at 32%, 34% and 43%, respectively) in those countries preferred receiving promotions via text message. Read the rest at eMarketer.
In-Store Mobile Behavior [CHART]
Consumers engage in a wide range of product research activities when equipped with their mobile phones in a retail store, finds ClickIQ in a March 2012 survey. The majority of respondents, who qualified for the survey by having researched a product in the past 3 months using their device while at a brick-and-mortar store and since purchased the product, said they accessed the internet to research the product (61%), while one-quarter reported scanning UPS bar codes, and 18% said they had scanned QR codes. Social activities also figured into the equation: 11% sent a text and 8% an image to a family member or friend, while 11% called a family member or friend. 7% also called a different retailer than the one where they were shopping. Read the rest at Marketing Charts.
Teen's Daily Communication Preferences [CHART]
In fact, texting is by far the most prevalent form of communication for teens today. When asked how they communicate with others (not just friends) on a daily basis, 63% said they use text, with the next most-popular mode, making and receiving voice calls on a mobile phone, indicated by just 39%. Other daily communication choices include socializing in person outside of school (35%), exchanging messages through social networks (29%), using instant messaging (22%), talking on landlines (19%), and exchanging email (6%).
According to March 2012 data from comScore, texting was the most common activity among US mobile subscribers for the 3-month average ending in January 2012, used by 74.6% of US mobile subscribers, up 3.9% from 71.1% for the three-month average ending in October. Read the rest at Marketing Charts.
