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Nearly half (45%) of UK consumers are willing to accept branded communications via mobile if they are delivered according to their opt-in terms.
The new survey, conducted by Velti, found that consumers will only sign up to communications from three companies on average, making it difficult for brands to take advantage of this opportunity on a wide scale.
When respondents were asked what type of companies they would opt-in to receive information from, mobile network operators came out on top (42.4%), followed by retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%).
The survey also shows the importance of mobile email. While 36.9% of consumers prefer to receive messaging on a mobile (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%), 78.3% said they prefer email marketing.
However, a recent survey by digital agency Steel found that 36% of consumers read marketing emails on mobile, so brands need to ensure all marketing communications are mobile optimised.
This infographic from Velti shows more in-depth results from the mobile marketing survey...