Text Messengers Opt-In to Receive Brand Messages

Twenty-six percent of text messengers who responded to a recent survey have opted in to receive text messages from companies. On average, they receive 3.2 brand messages per month.

These findings were gleaned from Merkle’s View from the Mobile Inbox report, which examines online consumers’ adoption and acceptance of mobile technology by demographic. The report is based on data collected from an online survey of 3,281 U.S. adults age 18 and over during the fall of 2009.

Additional highlights of the report include the following:

  • While 70 percent of those age 18 to 29 text, this percentage decreases steadily as people get older, down to 11 percent for those 65 and older.
  • Mobile users younger than 40 are more likely to access their personal email via mobile devices compared to older users, with peak access and frequency rates for those in their 30s.
  • Fifty-three percent of men have a mobile phone that can access the internet versus 47 percent of women. Men are also 3.3 times more likely than women to have an internet-enabled phone for work purposes.
  • Of those with an internet-enabled phone, 44 percent check their personal email on this device. This group spends approximately 18 percent of their total permission email time on mobile phones.
  • Consumers with internet-enabled phones are one-third more likely to be active on top social networks.

Target Marketing covers all direct response media, including direct mail, e-mail, telemarketing, space advertising, the Web and direct response TV, and gives readers insight into such subjects as using databases and lists effectively, acquiring new customers, upselling and cross-selling existing customers, fulfillment strategies and more. The publication was acquired by Adweek in September 2020.
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