With the rapid rise of mobile marketing, many brands are taking advantage of the iAd platform and Google Mobile to reach smartphone-toting consumers, but a recent survey reveals that simple texts may still go a long way in reaching prospective clients. The latest "Cell phone and American adults" study from the Pew Internet and American Life Project reveals that texting is still a top activity among mobile consumers.
The study found that nearly three-quarters of adults (72 percent) text, demonstrating an 8 percent increase over last September. Texting adults send and receieve around 10 messages a day, reports the study. Marketers may have even better luck trying to reach teens thought texts – 87 percent of young adults send and receive texts, averaging 50 texts per day.
For those brands that aren't currently trying to reach consumers through their mobile devices, it may be of interest that 65 percent of adults sleep with their cell phones. Phones offer unparalleled opportunities to reach prospective clients around the clock.
If planning text message campaigns, marketers should chose their target audience carefully. It may be best to only text those who have made purchases with a business or have willingly given a company their phone numbers. Pew found that more than half of phone owners (57 percent) report receiving unwanted or spam messages.
Reaching the right consumers with text message marketing may be a tip put to good use by many marketers in the coming months. According to an ABI research report Brafton covered in July, text messaging will play an essential part of the anticipated 25 to 30 percent year-over-year mobile marketing budget increases.