1) The document discusses why consumers want to opt-in to receiving SMS marketing messages. It finds that 42% have received useful or entertaining messages in the past from companies. 2) However, 78% have also received spam texts and 60% of those were annoyed by it. 38% don't know how to opt-out of receiving marketing texts. 3) The document suggests companies should focus on permission-based marketing and give consumers an easy way to opt-out of receiving messages to improve consumer sentiment toward SMS marketing.

1. Why consumers want to
opt-in?
September 2011

2. Agenda
• State of play
• Opted Out
• Ideas

3. On Device Research
In The
On Device On Device
Moment
Answers Panels
Research

4. Case Study – Male 25 to 34 – Becks Beer Encounters
Sunday 1st May, 17:07
Bank Holiday Monday 2nd
With one other person
May, 21:15
Encountered Poster
With a group of people
Attracted
Encountered Poster
Like drinking/buying a Becks
Wednesday 4tht May,
13:45 + 13:53
On Own
Encountered Poster
Attracted

5. Research Methodology
Panel Recruited via: Panel Survey Completed
analysed and
selected for
each project
• Partnerships with • Survey Completed
Publishers On Device
• Incentive • Device, OS,
Promotions browser and
(competitions, operator captured
earn money, etc.) automatically.
SMS
Sent

6. Why consumers want to
opt-in?
September 2011

7. Its Useful!
or Entertaining
- 42% have received a useful or
entertaining text message from a
company or organisation

8. Utilities and functional are providing the best SMS
marketing
• Travel, mobile operators and financial companies providing the most useful
or entertaining SMS messages from companies.
• Consumer data leans towards a lack of creativity in mobile messaging. A
huge opportunity!
Which type of company or organisation provided you with that useful or entertaining
text message?
25% 23%
19%
% Mobile Media Users
20%
16%
15%
11%
10% 9%
7%
5% 4% 4%
0%
Travel (airline, Mobile Bank or Website Dentists or Retail shop Newspaper or Entertainment
train, etc) Operator Insurance Doctor Magazine / Cinema /
Music
Country: UK
Date: September 2011

9. Half of males receive useful or entertaining SMS
messages
• Males and older demographics are the most likely to be receiving messages
which are useful.
• Consumer data leans towards a lack of creativity in mobile messaging. A
huge opportunity!
Have Received a Useful or Entertaining Text From a Company - By
Demographics
60%
49% 48%
50%
% Mobile Media Users
41%
40% 37%
30% 28%
20%
10%
0%
Male Female Under 25 25 to 34 Over 35
Country: UK
Date: September 2011

10. 78% have
received text
spam
- And 60% of these respondents
were annoyed and now think
negatively about that company.
Country: UK
Date: September 2011
Base: n = 2299

11. 38% of respondents don’t know how to opted out
of receiving text marketing
• Yet 83% know its possible to opt out.
• Females are also 15% more likely to be annoyed by text spam.
• There is a really issue for permission based marketing for females.
Do you know how to Opt out? Don't Know How to Opt Out
70% 140
63% 128
130
60%
120
% Mobile Media Users
50%
110
40% 38%
Index
100
30%
90
20% 86
80
10% 70
0% 60
Yes No Male Female
Country: UK
Date: September 2011

12. Be creative, opted out window?
• Communicate with consumers on their terms.
• Early adopters are 10% more likely to want an opt out window
Would you like the option of a having a window when companies can send
you messages?
70%
61%
60%
% Mobile Media Users
50%
39%
40%
30%
20%
10%
0%
Yes No
Country: UK
Date: September 2011

13. Example mobile diary – On Device Research
SMS message 100%
Opt-in 25%
Completed 100%
Project

14. Free Report – Mobile Advertising and TV
• Read it on: ondeviceresearch.com/blog
Time of Day Mobile Media Interactions - Weekday
30%
25%
20%
% of Interactions
15%
63%
10%
5%
0%
Early Morning Morning Midday Afternoon Evening Late Evening
Mobile Media Usage MM In Conjunction with TV

15. Thank You
Alistair Hill
On Device Research
alistair@ondeviceresearch.com
+44 (0) 7931 518 232

16. Thank You
Alistair Hill
On Device Research
alistair@ondeviceresearch.com
+44 (0) 7931 518 232

17. Thank You
Alistair Hill
On Device Research
alistair@ondeviceresearch.com
+44 (0) 7931 518 232