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
Why Brits are Lucky When it Comes to SMS Spam
SMS spam is a problem worldwide. But in the UK, we’re less likely to get it than many other countries. Find out why that is, see some examples, and how you can do your part to keep your SMS messages free of spam.
Email vs. SMS Revisited
The digital marketing age has really given us so many options when it comes to running campaigns. If you Google “digital marketing channels”, you’ll get article after article about which ones work the best. Of course, most of them won’t completely agree. Here we take another look at how email and SMS measure up against each other.
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.
Proof SMS Messaging Gets Results: Opt-Ins
SMS messaging is one of the most effective mobile marketing channels. The proof is in the data, of course. In this blog post, you’ll discover how many opt ins businesses get, and how quickly they get them once they give SMS messaging a go.
5 SMS Myths You Shouldn’t Believe
SMS messaging is a popular topic. The growth of mobile has everyone jumping on board the SMS waggon and they all have something to say. I've compiled a list of five topics that I've seen written about that just aren't true, or at the very least are potentially misleading enough to be called myths. I'm going to try and offer some insight into why these myths exist and what the truth is, as I see it anyway!
Double Conversion Rates with SMS Marketing
According to Internet Retailer, data conversion rates for text messages are double that of email when the link goes to a mobile responsive landing page. Even with a small list, this can result in a huge increase in sales, signups, lead generation, contest entries or whatever the goal of your campaign is.
What Your Customers Want From SMS Marketing
Mobile marketing offers an unprecedented access to your customers virtually any time, anywhere. This is particularly true for SMS marketing because it is “always on”. Customers don’t have to be surfing the web, or using an app to receive messages. Instead, they see the marketing messages right alongside ones from their friends and family.
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.
Top Five Questions You Need to Ask Before Choosing a URL Shortening Tool
If you're using social media or sending SMS marketing messages then you know all about link shortening. Or do you? Are all services the same, and are there options you didn't even know you had?Here are five questions you should ask before choose a service to shorten your links in your SMS messages.