OpenMarket Survey/Infographic Reveal Millennials Prefer Texting But Marketers Miss the Boat

Featured in the Adotas Newsletter

Despite a Majority of Millennials Preferring to Text, Currently Only 30 Percent Receive SMS from Companies.

OpenMarket, a company focused on enterprise mobile engagement, announced the results of its nationwide survey, which polled 500 millennials on their communication preferences.

Findings reveal millennials have an overwhelming affinity for texting. In fact, when given the choice between only being able to text or call on their mobile phones, a surprising 75 percent of millennials would rather lose the ability to talk versus text.

Survey respondents say texts are “more convenient” and on their own schedule (76 percent), texts are “less disruptive than a voice call” (63 percent), they “prefer to text vs. call” in general (53 percent) and because they “never check voicemails” (19 percent).

With 77 million millennials in the U.S. – nearly a quarter of the U.S. population – OpenMarket sought to gain a deeper understanding of millennials’ communication preferences to provide enterprises insight on how to best communicate and engage with this text-savvy audience. This is especially important as 75 percent of millennials surveyed find text reminders helpful, yet only 30 percent are receiving them from companies they do business with regularly.

“As the survey results reveal, companies have a massive opportunity to connect with millennials by communicating via text messaging,” said Jay Emmet, General Manager for OpenMarket (pictured top left). “Whether it’s sending them an alert that their package has arrived or offering customer support via texts instead of calls, using SMS allows companies to communicate exactly how and where millennials like. Nearly half of millennials are more interested in receiving texts from businesses now than they were two years ago, proving that SMS is becoming more essential for connecting with this growing segment of customers.”

OpenMarket and its cloud-based mobile messaging solutions support over 400 enterprises globally, including four of the top 10 most respected global brands. Its Mobile Engagement Platform allows global enterprises to easily create and deploy smart, interactive mobile engagement services globally with connectivity to over 200 countries. Enterprises can access the platform via a web-based GUI or directly via service APIs. The platform supports features such as personalization, scheduling, logic and decisioning, list management, user segmentation, and reporting. By using OpenMarket’s platform, enterprises are able to mobilize operational processes, optimize internal and external communications, improve customer experiences, drive brand awareness, and generate new revenue.

OpenMarket recently launched its global SMS API, which enables enterprises to streamline and expand their global SMS messaging programs. Enterprises can now create and easily manage multiple message originators, including short codes, text-enabled toll-free and local numbers, and alphanumeric codes via one trusted API. Bundled into this new API are powerful features that help reduce the technical complexity of sending SMS messages, increase the successful delivery of messages worldwide, and ultimately improve consumers’ SMS experiences.

About OpenMarket OpenMarket, a division of Amdocs, helps enterprises use mobile to transform their business. OpenMarket provides mobile engagement solutions for organizations to optimize their operations and enhance relationships with their customers and employees. Major enterprises choose OpenMarket for our domain expertise, service flexibility, demonstrated performance and reliability, global scale, and corporate maturity. We provide smart, interactive connectivity to more than 200 countries, enabling businesses to engage with nearly every mobile user around the world. Our clients trust us to power their mobile business. For more information, visit