Mobile Messaging â An in-depth look at attitudes and use | DMA

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Mobile Messaging â An in-depth look at attitudes and use

As mobile messaging continues to soar in popularity as an interactive marketing channel, allowing businesses to communicate directly with their customers, building loyalty and trust in a brand, here at Textlocal we are fascinated by the role of mobile messaging in modern life and its impact on the economy.

In line with this fascination, Textlocal have carried out a number of research projects that have, in turn, culminated in the production of a number of insight publications. We recently unveiled the Textlocal White Book, entitled ‘The Mobile Customer Experience Report’, consulting 330 businesses of all shapes and sizes, and 2,000 consumers across the UK. Within the report, opt-in mobile messaging is analysed and scrutinised in order to fully understand why this channel is fast becoming the most popular marketing option in the UK.

As the adoption of smartphones, and their capabilities continue to expand, the report reveals that SMS remains the primary use of the mobile phone. Of those surveyed, 91% stated that they use their phone for text with voice calls accounting for 85% and email browsing and apps accounting for less than 50% each. It is clear that SMS is still very much a dominant part of consumer life when it comes to their mobile phone.

Our research echoes the desire to understand the modern use of mobile that the DMA have illustrated in their research into The Psychology of eMarketing to Smartphones. As the preface to the research document highlights, mobile marketing has become a whole new discipline. Marketers need to understand what this means for them and their content, and adapt their strategies accordingly. It is this desire to understand that continues to drive the uncovering of such valuable insight and development within the market.

The focus of this research paper is how the Internet is increasingly being accessed on the move via smartphones by consumers. This detailed look at how smartphones are being used by consumers, and in fact their attitudes towards them is key in driving growth for the future. As individuals don’t leave the house without keys, wallet and phone it is evident that the future of communication and indeed business, lies in mobile.

By the end of 2014 around 90% of businesses will have a mobile strategy – remain one step ahead of the rest by taking advantage of the insight available to you.

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