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
5 SMS or Mobile Facts You Need to Know
So many of us are used to having our mobiles around nearly 24 hours a day that it’s easy to forget it’s still a growing industry. And though SMS has been around for over two decades, the ways we use it and people’s willingness to use it continues to grow. So for this blog I picked out five facts about mobile and SMS that really make the case that SMS for business has come of age. Let’s see if you agree.
Why People and Companies Prefer SMS Messaging for Customer Support
People like SMS messaging. They really do. In a variety of surveys and studies, consumers continue to say they like it when companies use SMS to communicate with them. Let's look at some of the data that proves it to be true, and also how to make sure your company is using it correctly for customer support communications.
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.
UK digital advertising spending tops 7.4 billion euros
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.
Proof SMS Messaging Gets Results: Conversions
Consistent double-digit conversion rates are a hallmark of SMS marketing. Is it all because of mobile coupon redemptions, or can it be used for other marketing objectives? We’ve got examples from different industries and objectives so you can decide for yourself in this latest Results Series blog.
5 Key SMS Marketing Statistics
Consumers Prefer SMS Over Mobile Apps
Earlier this month I attended an online webinar session covering topics related to SMS. One of the presenters produced some interesting statistics. I wanted to know more, so I went to the original source and found some great news for everyone using SMS as a key part of their mobile strategy.
24 Key Research Statistics that Prove You Should be Using SMS Marketing
If you find yourself needing to justify putting budget towards SMS marketing or convincing your manager that it's the right decision for you, here are some key research statistics to keep in mind for why you should pursue an SMS campaign...
5 Simple Steps to Improve Your SMS Marketing with A/B Testing
Do you ever wonder if your SMS marketing campaigns could be even more successful? Of course, you do! Find out how to put A/B testing to work in your campaigns by following our five simple steps and see your ROI increase