SMS Ads Come Out Top With Younger Consumers

Nightfly, the Diego-backed mobile marketing company, has released the results of a study showing that 39% of 18-35 year-olds prefer to receive promotions via SMS than any other medium.

The survey, which involved a random poll of 1,600 consumers from Nightfly’s opt-in database, shows that radio was the next preferred medium with 20.2% of the votes, followed by TV (13.8%), email (10.3%), direct mail (9.8) and posters (6.4%).

Commenting on the findings, Andrew Wood, managing director of Nightfly, said: “The overwhelming preference to receive promotions via SMS is a sign of the increasing acceptance of SMS campaigns. It shows that when an SMS campaign is carried out in a highly targeted, permission-based manner, consumers are accepting of the medium and are more than willing to receive further brand promotions providing they are relevant to their lifestyle.”

He added: “It is now incumbent upon the mobile marketing industry to maintain this level of acceptance by adhering to the code of conduct that discourages any unsolicited communication with consumers.”

As the popularity of mobile marketing grows so does the number of complaints relation to SMS ads. The ASA recently upheld a complaint against a text message advert for a telecommunications company that stated: “You are a dick and I am going to kick your head in ya big useless donkey” (see ASA Censures Offensive Text Message Ad).

A recent survey from BMRB shows that 70% of mobile phone users find text message advertising too intrusive, with 13% of respondents claiming to have received text message ads that were unsolicited (see 70% of Mobile Phone Users Find SMS Ads Intrusive).

Nightfly: 020 8235 2100 www.nightfly.co.uk

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