Mobile messaging still popular with consumers

Published on 03 April 2012 by in Latest News

SMS mobile habits Mobile messaging still popular with consumers

Mobile messaging, also known as SMS, is still hugely popular with mobile users, despite rumours of its decline. Industry experts had speculated that the growth in smartphone ownership would see consumers shun traditional texting in favour of email, however a report from Portio Research discovered that the humble SMS remains very popular with consumers; the platform generates global revenues in the millions and, between 2012 and 2016 is set to make £112bn worldwide.

“We are not forecasting decline, just decline in growth,” says John White, Portio Research’s business development manager.

Indeed, according to 2012 research on mobile consumer behaviour, 93 per cent of smartphone users communicated via SMS.

Speaking about the research from Porio, Tom Veldman, senior proposition manager at mobile messaging company Acision, commented:

“Predictions of the ‘death of SMS’ have been unduly presumptuous, as SMS continues to be a large part of operator’s revenues worldwide.”

Shifting consumer trends in mobile habits are carefully monitored by those responsible for mobile marketing campaigns. The format and delivery of mobile marketing message is vital in appealing to specific demographics. Indeed, we’ve previously reported on how comfortable different audiences are in receiving promotional material via SMS or NFC.

You can read the full report at Portio Research here.

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