Consumers prefer SMS marketing over mobile web, survey reveals

Research carried out by the Direct Marketing Association (DMA) has showed that in the UK, France and Germany more customers prefer to receive SMS promotions than any other type, including mobile web marketing.

In the UK 38 per cent of mobile phone owners would prefer to receive promotional offers via SMS while just 15 per cent said they would favour mobile web.

In France 60 per cent said they would be in favour of SMS, while in Germany the figure was 58 per cent.

The findings have been published by the DMA in its latest report, ‘Promoting the Mobile Consumer’.

They were based on extensive research carried out by Toluna QuickSurveys, in which 4,400 mobile phone users in Europe’s three largest economies were asked about their consumer habits.

DMA Mobile Marketing Council chair Mark Brill said: “The mobile channel is not a homogenous market in the EU. Clearly, a ‘one size fits all’ approach cannot be used across different territories.

“Even within the same country, acceptable practices will differ depending on the demographics or products. The key to acceptable mobile marketing is to understand the target audience’s preferences to ensure they engage with consumers in the way they want to be contacted.

“Taking this considered approach must be at the heart of mobile marketing best practice.”

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