clipped from: www.emarketer.com More than one-third (37%) of US consumers surveyed who received text-message-based advertising were more likely to respond to an incentive such as a retail coupon or free song or ringtone, according to a September 2008 study by ABI Research. Only 11% of respondents said such incentives would not influence them.
More than six out of 10 of those who were either neutral or open to potential text message marketing said they would be most likely to respond to discount coupons for local retailers. The next-most-popular incentives were free ringtones and songs.
A survey conducted by the Direct Marketing Association in March and April 2008 asked similar questions, but separated text messages and coupons. In that study, text messages had delivered the highest response rate out of five offer types, while coupons (not specifically local) were lowest.
