Older generations of consumers despise text messaging as a marketing channel almost as much as voice mail or direct phone contact, according to a study from FIND/SVP Inc.’s Guideline Research Division.
The survey found that 65 percent of participants, who averaged 42 years old, most dislike voice mail or direct phone contact as a marketing channel, while 56 percent of respondents would rather not receive text messages from companies with which they have dealings.
Still, FIND/SVP expects younger consumers to be more receptive to wireless marketing, eventually leading to growth in the space.
“Since Generation Y continues to make up the greater percentage of wireless users who are open to new marketing channels, the acceptance of these methods will increase,” explained FIND/SVP consultant Keith Kirkpatrick. “This acceptance will give marketers the opportunity to more readily interact with and ‘touch’ their customers, since, by the very nature of the device, cell phones are always on and can always receive marketing messages.”
And, in fact, 44 percent of survey respondents said they would be receptive to getting marketing messages on their phones. Of those, 55 percent said they were interested in wireless billing or account updates, 54 percent said they would like direct response surveys, 38 percent showed interest in new product availability updates, 34 percent said they would like financial services and 33 percent were interested in sports-related scores and stories.
