Mobile Marketing Scores With Older Consumers
A new survey from SMS marketing specialist Txt4 has revealed that nearly 30% of respondents to SMS marketing messages are consumers in their 40s and 50s.
According to the survey, which was run through Experian’s electoral role analytical software, the average age of consumers responding to text message marketing was 32, quashing the oft-held belief that mobile marketing is the preserve of the young.
The study, which analysed Txt4’s eight most recent campaigns, also revealed that the average income amongst respondents to SMS marketing messages was £28,000. The research showed that mobile messaging appears to be most popular with women and 50% of those who responded to the survey were female.
The research also claims that consumers are not simply responding to text advertising because of its novelty value. According to Txt4, the most frequent classifications for respondents were “rational consumers” and “mainstream brand buyers”, which suggests mobile marketing is a solid proposition.
The increasing popularity of mobile marketing is also supported by the news mobile marketing agency, Aerodeon, has been appointed by the Conservative Party to launch its first SMS campaign.
The Conservative Party has decided to use the increasingly pervasive medium of text messaging to reach students to highlight its opposition to tuition fees. The interactive campaign has been designed to tackle student apathy and encourage them to get involved in politics during university.
Commenting on the campaign, Chris Bourke, managing director of Aerodeon UK, says: “A first for any political party in the UK, this campaign signals the increasingly vital role that SMS plays in the marketing mix. We look forward to using our experience in the youth market to ensure its success.”
Aerodeon recently secured a deal to launch the first ever SMS campaign for Bacardi Breezer (see Aerodeon To Launch SMS Campaign For Bacardi Breezer).
The latest figures from the Mobile Data Association shows that almost 1.7 billion person to person text messages were sent across the UK’s four GSM networks during August (see Text Messaging Craze Hots Up During August).
Aerodeon: 0207 629 0089 www.aerodeon.com Txt4: 0207 278 5030
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