Study: Texting is the Most Preferred Channel for Two-Way Business-to- Millennial Communications

By Michael Essany, Mobile Marketing Watch

Ahead of the weekend, MMW was briefed by the team at OpenMarket, a leader in enterprise mobile engagement, about the results of their newest survey and infographic.

The company polled 500 US millennials, ages 18-34, on their use of SMS communications with businesses, with a focus on two-way texting capabilities.

The findings revealed that SMS, or text messaging, is the obvious choice for customer engagement, with texting cited as the most preferred communication channel for receiving notifications from businesses.

While 72 percent of millennials note they text 10 or more times a day and 31 percent cite they text more than 50 times a day, the leading factor in millennials’ preferences for texting is its ability for two-way communication with businesses, an aspect which provides convenience, speed, and ease of use.

“The goal of this survey was to dive deeper into the mobile-millennial mindset and learn not only why this age group prefers text messaging as their main communication tool for business interactions, but at what level they are looking to engage,” said Jay Emmet, general manager for OpenMarket. “These results show that the capabilities of SMS are very prevalent with millennials, who desire more opportunities to communicate through texting, including more personal two-way interactions. Businesses need to further harness the ubiquity of SMS to realize better overall engagement and customer loyalty with the millennial generation.”

To check out the OpenMarket infographic, click here.