Mobile-owning consumers in the UK, Germany and France prefer receiving SMS-based promotions as opposed to other mobile channels, new research published by theDirect Marketing Association (DMA) has revealed.
The study conducted by Toluna QuickSurveyson behalf of the DMA and report sponsor Velti, shows that 38 per cent of UK mobile owners prefer receiving promotional offers via SMS, compared to 15 per cent who favour mobile web.
For consumers in Germany and France, 58 per cent and 60 per cent respectively opt for SMS as their preferred channel for receiving mobile-based offers, whereas 21 per cent of consumers in both countries prefer mobile web.
In other findings, the research reports that 40 per cent of UK consumers are interested in being contacted via mobile by advertisers – four times as many consumers who said they would rather receive offers from their mobile network operators.
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