Infographic: Consumers favor email over other mobile messaging

Share this article:

Consumers name email as their top choice for mobile messaging, according to a survey of 322 consumers by StrongMail and Forrester Consulting. Those polled say frequency of messages and targeting are key influencers in their likelihood to open or respond to promotional offers they receive on their mobile phone.

The “Consumer Perceptions of Mobile Marketing for StrongMail” study also reveals that most smartphone users (65%) are willing to receive email promotions at least once a week, but are far less interested in receiving deals via SMS or in-app messages. In fact, 60% and 63% of respondents, respectively, prefer not to receive offers via those formats. And while smartphone users are more likely to purchase an item after opening a promotional email (32%), they're much less inclined to do so if they receive an SMS or in-app promotion (9% and 6%, respectively). Smartphone users cite bad links (28%), non-mobile optimized emails (28%), and network connectivity (23%) as the greatest barriers they face with mobile messaging.

According to Tal Nathan, StrongMail's VP of client services, smartphone use is approaching 50%. With smartphone users more open to email promotions than other mobile users—65% versus 52% overall—optimizing email for smartphones is an opportunity that marketers won't want to miss.


We know you love infographics. Check out some more Direct Marketing News originals.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Infographics

Finding a New Digital Rhythm [Infographic]

Finding a New Digital Rhythm [Infographic]

Is your marketing taking one step forward and two steps back?

Are Traditional Marketing Channels Past Their Prime? [Infographic]

Are Traditional Marketing Channels Past Their Prime? [Infographic]

There's a reason these oldie-but-goodies are still around.

Are Marketers Bugging IT Buyers? [Infographic]

Are Marketers Bugging IT Buyers? [Infographic]

Some marketers are drawing IT purchasers into their web under the guise of customer centricity.