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Seven Weekly Stats: SMS and Business

January 06, 2015 by

The beginning of short messaging service (SMS) messages was much like that of the Internet-based instant messages that preceded them: the majority of early users were teenagers and young adults. So understandably, the initial connotation behind sending SMS messages—or “texting,” as it is informally known—was largely social.

How things change.

From its root as an application used primarily for social chatter by niche cell phone users—who were not nearly as numerous as they are today­—text messaging has become nearly ubiquitous in modern society. SMS messages are used for entertainment, as well as expediting communication internally within many businesses.

Another note of interest: SMS-based marketing campaigns often produce superlative engagement rates. Why? Consider that mobile phone numbers—unlike many landline phone numbers—aren’t readily available through the phone book. If a company has acquired a mobile number, it’s generally because the customer has either purchased a product from that business, or has otherwise indicated that they are interested enough in the company’s services to have given them their mobile number.

1. An Apigee survey reports that 85 percent of its respondents claimed that they’d give up drinking water before they would eliminate all of their mobile apps. While this isn’t directly related to SMS, it illustrates how addicted many of us are to our mobile devices. (Apigee) (Tweet this)

2. Furthermore, UK smartphone users check their phones 221 times per day. Therefore, using SMS as a marketing platform allows campaigns to frequently remind consumers of offers. (Tecmark) (Tweet this)

3. Unsubscribe rates for SMS marketing campaigns are incredibly low, at only 37 for every 1,000 messages—a rate of 3.7 percent. (Cellit) (Tweet this)

4. Mobile advertising is cheap, too: Fiksu reports that the mean cost per 1,000 text impressions is $1.46—more than 16 times cheaper as applying the same measurement to television advertisements. (Fiksu) (Tweet this)

5. 90 percent of smartphone owners have made a purchase on their mobile while inside the physical building of a retailer. (JiWire) (Tweet this)

6. SMS-based advertising in the United States will reach $9.1 billion in 2017—up from $1.2 billion five years earlier. (BIA/Kelsey) (Tweet this)

7. That's how many seconds it takes us to reply to an SMS message we've received. However, with email, it's the average number of minutes in which we reply. ( (Tweet this)


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