Jason Palgrave-Jones, managing director of Textlocal, said: “Smartphones are transforming the way British consumers behave and businesses need to reflect this when looking to interact with them. “We have seen a rise in larger corporates using SMS for marketing and communications and believe there is a significant opportunity for SMEs to do the same.”
The report also compared SMS against other social media platforms and found that nine out of ten consumers would rather use Facebook as a social platform, with only ten per cent wanting to use it as a tool for interacting with brands. In addition, more people own smartphones than have Facebook accounts – 37.2m mobile phone users who have opted to receive text messages from businesses, compared to 30m Facebook accounts.
Ofcom estimates that 93 per cent of the UK’s population now own a mobile phone, with the majority keeping them to hand for more than 16 hours a day. According to a report by Salesforce, the top five reasons consumers opt in to a brand’s text messages are: coupons or deals (77 per cent), personal alerts (50 per cent), being in the loop (48 per cent), more meaningful content (33 per cent), and no need to visit a physical location, website or app for information (31 per cent).
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