This is our second post overviewing recent survey and other research reports on texting (SMS) as to its use as a channel of communication between businesses and their customers. Read the first part here.
This post continues the list of reports on mobile marketing in general and texting in particular collected in a course of my recent research on the topic. Just as the first part, it sticks to the reports that were published no earlier then in 2014, preferably in 2015, to ensure that the data still makes sense in 2016. Another important feature of the list is that all the reports are available for free download from their primary sources (registration might be required).
Below you will find a list of those reports with direct links to the download pages. Each link is complemented with a brief description of the report, including the researcher, date of issue, volume and content summary. I have also highlighted a couple of key findings for each report so that you could get a clearer idea of its contents.
The High Demand for Customer Service via Text Message
Researcher: A Harris Poll on behalf of OneReach
Published: August 2014
PDF, 9 pages
This survey was conducted online within the United States by Harris Poll on behalf of OneReach from July 1-3, 2014 among 2,063 adults, ages 18 and older. The report provides insights into customer's attitude to the idea of using texting as a channel of communication between themselves and businesses.
- 77% of consumers with texting capabilities aged 18-34 are likely to have a positive perception of a company that offers text capability.
- Parents who text and have children in the household are more likely to want to perform customer service activities via text (71%) versus those without children in the household (61%).
U.S. Smartphone Use in 2015
Researcher: Pew Research Center
Published: April 2015
This report conducts a deep examination of the state of smartphone ownership in America today, discussing the demographics of smartphone ownership, how much users pay for service, the problems they encounter in using their devices, and their attitudes towards their phones. It also provides a look at the ways in which smartphone owners use their phones to access information and services.
- Text messaging is the most widely-used smartphone feature: nearly all of the smartphone owners surveyed (97%) used text messaging at least once over the course of the study period.
- In addition to being the most widely-used smartphone feature, text messaging is also the most frequently-used. When asked which apps and features they had used on their phone in the preceding hour, the smartphone owners reported using SMS in an average of 7 different surveys (out of a maximum of 14). By comparison, they reported using email in an average of 5.3 surveys, internet use in an average of 4.4 surveys, and voice/video calling in an average of 4.1 surveys.
2015 State of Marketing: Insights from over 5000 global marketers
Published: Fall 2014
PDF, 53 pages
Salesforce surveyed thousands of marketers to learn their top priorities for 2015 across all digital channels, mobile included, - and how their budgets, metrics, and strategies supported their goals. The report offers data-centric look at the digital marketing landscape of 2015. For key metrics, the report also provides a breakdown by country and region.
- 46% of marketers surveyed are using some form of mobile marketing — either SMS, push notifications, mobile apps, or location-based functionality — compared to only 23% in Salesforces’s 2014 report.
- 89% of marketers employing SMS marketing find it from somewhat to very effective, or more effective than corporate websites (64%) and display/banner ads (59%).
GSMA Global Mobile Economy Report 2015
Researcher: GSMA Intelligence
PDF, 82 pages
GSMA Intelligence is a publisher of authoritative industry reports and research and the defnitive source of global mobile operator data, analysis and forecasts. Their data covers every operator group, network and MVNO in every country worldwide. This report provides a complete set of mobile industry metrics including the number of global SIM connections, the number of unique mobile subscribers, smartphone adoption level etc. The report also presents regional breakdown for all the metrics.
- In low and middle-income markets, women are 14% less likely to own a mobile phone then men.
- Basic feature phones (non-smart hones) will remain the primary device in many developing markets for a number of years to come.
Zogby Analytics Millenial Study
Researcher: Zogby Analytics & Mitek Systems
Published: June 2014
PDF, 23 pages
Commissioned by Mitek Systems, Zogby Analytics conducted an online survey of 1019 adults between the ages of 18-34s (Millenials) who have a smart phone. This survey reveals how Millenials use their mobile devices, what smartphone features and functions they utilize most, and what are their preferable smartphone activities. All interviews were completed May 30 through June 6, 2014.
- Nine in ten (87%) Millennials say that their smart phone never leaves their side, while 80% say that reaching for their smartphone is the first thing they do in the morning.
- Texting is number 4 among favorite smartphone functions, rated higher then social networking and game apps.
Getting in sync with mobile customers (white paper)
Researcher: CMO Council & SAS
Published: October 2014
PDF, 19 pages
The CMO Council, in partnership with SAS, tapped into the thinking of more than 250 marketers seeking to understand where and how marketing executives were moving to align mobile strategies with customer expectations. The whitepaper offers an overview of key areas of mobile strategy, including its relations to overall marketing strategy, usage of different mobile components, and measuring the business impact of mobile
- Respondents who are currently using mobile reported using a mix of several mobile components, including mobile-optimized sites (75 percent), mobile apps (66 percent), outbound SMS/MMS campaigns (53 percent), and mobile search (56 percent)
The 2014 Businesses Texting Customer Survey
Published: June 2014
Autosend surveyed 291 16-45+ year old American internet users to learn about their text message habits and their opinions on text messages from businesses. The survey was completed from May 28, 2014 – June 28, 2014.
- 67% of respondents say they don't mind getting a text message from a business 1-5 times per week
- 21% don't care how often businesses text as long as they are helpful
Ericsson Mobility Report 2015
Published: November 2015
PDF, 32 pages
The Ericsson Mobility Report is one of the leading analyses of mobile data traffic, performed on a regular basis. It provides in-depth traffic measurements from over 100 live networks in all major regions of the world. Check it out for insights into the current mobile network data traffic and market trends, applicable to both consumers and enterprises.
- More than a half of all the mobile connections (3,6 billion out of 7,4 billion) are basic none-smart phones meaning SMS is still the most powerful mobile channel regarding the audience reach.
- GSM/Edge networks now cover about 90% of world’s population while WCDMA networks only reach 65%.
That’s a lot of data, but data is nothing unless you put it to action. Feel free to learn how you can leverage the power of Apifonica SMS API for your SMS marketing automation, bulk text messaging, and SMS alerts here.
Have I missed any report worth noticing? Let me know on Twitter.