IAB UK: Mobile Messaging Research

The results of IAB & DMA study on mobile messaging, covering both effectiveness of real life M&S campaigns as well as consumer attitudes towards SMS & MMS.

Key findings included:

  • Getting customers to opt in is key
  • When consumers are opted in, they are over 200% more likely to agree that messaging is the best medium to grab attention and receive information
  • Messaging achieves huge stand out
  • Almost 100% of the M&S base remembered the SMS & MMS, the MMS in particular cuts through
  • 74% of non opted-in consumers would do so given the right incentive
  • Brands must overcome 5 key barriers awareness, perceived cost, relevance, control and privacy

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