A recent eMarketer article on the effectiveness of mobile banner advertising reports the main reason people don't click is because they aren't interested in the offer. In fact, only 24% of those surveyed say they clicked on a mobile banner on a website in the last three months.
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A text message is a very small and condensed piece of communication in contrast to voice messaging or video broadcast. Consequently text messages can get through when network capability is degraded to an extent that makes other options unviable.
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Ever wondered why SMS text messages are limited to 160 characters? You might think it was an arbitrary choice but that wasn't the case. 160 characters was chosen based on scientific research (sort of). Read the history behind it and learn how you can send texts of up to 456 characters now.
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A study by the British Bankers Association revealed that mobile banking in the UK finally caught on. Mobile users doubled their transactions using apps and banking websites. But they also took advantage of bank's text messaging services.
