3 Facts about SMS Messaging in the UK
How do people really feel about SMS messaging? Do they prefer using apps instead of “regular” text messaging? Thanks to the Mobile Ecosystem Forum (MEF) we can answer those questions, and others too. Their Mobile Messaging Report 2016 surveyed people around the world about their preferences for messaging, and communicating in general.
I’ve pulled out three facts from the UK responses that I thought were instructive for anyone wanting to communicate with consumers within the country.
Apps vs. SMS
There have been so many headlines this year about messaging apps overtaking SMS. And it’s true that the number of messages sent over “OTT”, or over-the-top, apps is more than traditional SMS. But any assessment that SMS is passé based on that fact is incorrect.
As you can see in the chart below, the two most preferred ways to send messages in the UK (and globally) are Facebook and WhatsApp. But SMS comes in a very strong third, and dominates over the remaining choices.
This is particularly good for anyone who uses SMS in the UK. It means that a strong percentage of the population has an affinity for it, even though the other messaging apps are also very popular. In fact, the UK has the second strongest preference for SMS in Europe and North America. Only France is higher, where SMS is the most popular at 70%.
Other countries that are considered “mobile first” also have a strong preference for SMS that is close to the OTT message apps. For example, Nigeria has a 61% preference for SMS, and a 62% for Facebook. [Note: People taking the survey could select more than one messaging service, so the percentages don’t add up to 100].
The main takeaway from this data is that SMS is still popular. Even though it ranks third, it’s still one of the better messaging services to use. The report also argues that people now prefer to use the OTT apps for person-to-person messaging. How they feel about communicating with brands is different though. But that’s the topic of my next blog, so be sure to look for it.
Now, How People REALLY Feel About SMS
So, given the chart from the above section, I’d guess you could think people trust Facebook or WhatsApp. After all, they use them more don’t they?
If you did think that, then you’d be wrong. When people were asked which message service they trusted most, SMS won hands down.
What’s also interesting in this data is that the trust in a company app is so low. I’m not surprised that Facebook trust was low because they’ve had so many privacy issues. Same goes for Yahoo and Skype (being a Microsoft brand now).
Of course, the survey didn’t exactly define the word trust. It could have been interpreted differently by everyone, but the sentiment is clear: SMS is the most trusted messaging channel.
Good News About Spam
In some countries SMS spam is a big problem. It’s bad enough in India and Nigeria that people don’t even bother to read their SMS messages anymore – at least not right when they get them like most everyone else does.
What do people do when they get spam messages? In most countries, most people just delete them or otherwise ignore them. But the UK is different.
The majority of Brits report spam when they get it. The MEF report says it’s because of the “mature regulatory sector”. That might be it. Or perhaps spammers just won’t be tolerated anywhere in the UK. Reporting it is super easy too, which certainly helps.
One could argue that the US regulatory sector is even more “mature” given its rules are much stricter than here. But I know that reporting spam, especially SMS spam, in the US is not as simple as it is in the UK.
But whatever the reason, the practice of reporting is a good thing. We should all hope it continues and our messages remain mostly spam-free.
Considering all these facts, the future certainly looks bright for SMS messaging. Do you agree?
Related Articles
12 Reasons Mobile Messaging is “A Beautiful Thing”
Beauty is in the eye of the beholder. But could text messaging really be considered beautiful? You might argue that it depends on the messages you get! That’s a valid approach, but I recently found a description of mobile messaging that made me believe it is indeed beautiful, so I thought I’d share it with you.
3 Reasons SMS Messaging is Good For The Environment
Many organisations are looking to operate in a more environmentally friendly way. This includes everything from their office supplies, materials used in creating their products, and also choosing suppliers and vendors that are also environmentally aware. And now, SMS.
A2P SMS Messaging Market is Complex, But Growing
I came across an interesting article regarding the A2P market. It’s entitled “Growing Employment Rate to Benefit BFSI A2P SMS Market in Switzerland.” The contents summarise a new report from Transparency Market Research about the A2P market in Switzerland, specifically how it relates to BFSI or Banking, Financial Services, and Insurance (BFSI). You might be thinking that sounds boring rather than interesting, but what drew my attention was the relationship of employment to A2P SMS messaging.
Do You Really Check Your Mobile Phone 1550 Times a Week?
Recently Tecmark released the results of a survey they conducted on mobile phone use. You’ll see the results reported everywhere online as the data is quite extraordinary. Here’s we include a summary of statistics for an average user. They may not be all that surprising, but they're certainly telling.
Advantages & Disadvantages of SMS Marketing
SMS marketing is very different to most other more traditional marketing tools, specifically because of its short-form, text only nature. This certainly shouldn't put you off though. We have put together our guide to both the best things about SMS marketing and some of the potential problems, and how to work around them.
Older Generations and SMS Messaging
50% of people between 55 and 64 own a smartphone and 18% of people over 65 do too. If you’re trying to reach out to these older demographics, it might be time to consider mobile marketing. But what kind should you choose?
SMS Messaging is Much Better Than Shouting!
Just in the last 60-70 years, communications have gone from requiring a person to route the calls to not needing anyone other than the two people at either end. It all got me wondering about the history of communications and how much different it is from even just a 100 years ago, or a thousand. The result of my wondering is this infographic that covers most of recorded history (at some level of detail anyway).
Proof SMS Messaging Gets Results: Increase Sales
Can SMS marketing increase sales numbers? In the next entry of our Results Series you’ll see the kinds of results that real companies achieved. We’ve rounded up sales numbers and timelines to show you how well, and how fast, SMS marketing can improve your sales.
3 Facts about SMS Messaging in the UK
Do people really like getting SMS messages? Is it true they’re using Apps like WhatsApp instead? A recently published survey reveals those answers, and a few more. Find out the details on how SMS messaging is used and viewed in the UK in this blog.