Get ready for the next big thing in marketing: Text. The Electronic Retailing Association predicts that text could become a significant marketing channel, especially for direct marketing, and they have the facts to back it up:
- 223 million consumers use mobile phones; that's 81 percent of the U.S. population
- They each spend almost 5 hours on their smartphones
- While watching TV, 93 percent of consumers have their smartphones nearby
- 97 percent of adult smartphone users text every day, and texting is the number one smartphone activity
- Texts have a 99 percent open rate, almost 5 times the open rate of email
- 78 percent of consumers say they would like to have a text conversation with businesses
- 75 percent of people would like offers sent via text
- 90 percent of leads prefer receiving a text to a sales call.
Note: Each of the above statistics come from different studies quoted by the association in a blog post.
According to the Electronic Retailing Association, what this means is "by simply adding a text option to their call-to-action, advertisers stand to significantly increase their inbound leads and conversions."
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