Millward Brown Digital surveyed 1,572 mobile users from the United States, the United Kingdom, Australia, New Zealand, France, Germany, Spain, and Italy, to find out how consumers prefer to be engaged by companies.
On average, 73% of people participant in the survey said they have received a text or push message from a company and most of them (68%) found it useful. After reading the add 22% redeemed the deal, 14% shared it with their peers and 13% made a purchase. Companies need to pay attention to how they build these campaigns though, as 88% of respondents say they should have the option to opt-in before receiving offers from a company. 80% of respondents mentioned that downloading a company’s app to their smartphone also meant they would be open to receiving location based text or push notifications from that same company.
Most people are willing to share their demographic information and location, in order to receive notifications from companies. Regarding the way they prefer to be marketed to, 59% prefer SMS and push notifications with and offer or coupon.
SMS/push marketing messages are also the most persuasive methods to convince them to make a purchase and 53% of respondents would like to receive offers from a known or favorite brand.
Survey respondents also indicated the top reasons they would want to send a text message to a company were to enter a competition 54% or request information 58%.