2024 Consumer Texting
Behavior Report
Text Marketing Is the Dominant
Consumer Channel Preference
Most consumers surveyed look to SMS more than all other channels combined for convenience and utility messaging, such as appointment reminders, account security, emergency notifications, delivery confirmations, and payment reminders.
Most consumers surveyed look to SMS more than all other channels combined for convenience and utility messaging, such as appointment reminders, account security, emergency notifications, delivery confirmations, and payment reminders.
Most consumers surveyed look to SMS more than all other channels combined for convenience and utility messaging, such as appointment reminders, account security, emergency notifications, delivery confirmations, and payment reminders.
Survey Questions
If an organization needed to reach you for the following reasons, how would you like them to contact you?
And an impressive 81% of consumers say they’ve signed up to receive text messages from a business or organization, a 15% increase from 2021. The efficiency and engagement of SMS has arrived for consumers.
Survey Questions
Have you ever signed up to receive text messages from a business or organization?
31% More Text Messages
Sent to a Business
If your business isn’t already using SMS as a vital part of your messaging strategy you’re also missing out on the 31% of consumers who say they've proactively sent text messages to businesses and organizations this year.
We also see this adoption trend in the volume of daily texts consumers receive from businesses and organizations. Today, close to 70% say they receive two or more messages from a business or organization per day. Two years ago that number was just 46%.
But even with this sustained growth and adoption, SMS still feels fresh compared to the tangle of emails consumers are receiving—34% receiving between 11 and 21 or more emails per day.
We also see this adoption trend in the volume of daily texts consumers receive from businesses and organizations. Today, close to 70% say they receive two or more messages from a business or organization per day. Two years ago that number was just 46%. But even with this sustained growth and adoption, SMS still feels fresh compared to the tangle of emails consumers are receiving—34% receiving between 11 and 21 or more emails per day.
Consumers Are Checking
Their Messages Faster than Ever
Consumers continue to express their desire for faster and more efficient messaging. A full 84% of respondents say that it takes them just 15 minutes to read new text messages, while 25% of consumers now check their messages immediately upon receiving them—up 5% from last year.
Consumers Are Responding to Messages
Faster than Ever
Consumers are increasingly more active and engaged in SMS messaging—both reading and responding to incoming messages faster than ever before, including 20% of consumers who say they respond to text messages immediately—up 3% from 2022.
Consumers Expect Faster
Responses From Businesses
While consumers are both reading and responding to their incoming SMS messages faster than ever before, that no-lag behavior is echoed in their expectations. Of the consumers we surveyed, 42% expect a response from a business within just 15 minutes, while a majority (66%), expect a response within one hour.
Consumers See Multiple Benefits
From Text Marketing
Consumers increasingly see SMS as a faster, more convenient, efficient, interactive, and personal way to reach them.
Convenience is king, as 58% of consumers said they felt SMS messaging was the most convenient way to reach them no matter where they are. The biggest leaps from 2021 to 2023 can be found in both convenience and personalization, which each rose 10%, with 24% of the total who feel that SMS is a more personal way to communicate.
Consumers Are Getting Closer to
Brands via SMS
While SMS remains the far-and-away front runner for time-sensitive convenience messaging—such as order and delivery confirmations, appointment reminders, and emergency notifications—consumer preferences we’ve unveiled prove the power of promotional SMS (and MMS) messaging.
In fact, our evidence shows that by maintaining an engaged SMS list, your business is already in active communication with its next customers. Nearly half (49%) of consumers surveyed said they would sign up for an SMS list without ever having purchased from that business—and once they do opt-in, members of your text list are 58% more likely to make a purchase. Building and maintaining an SMS list creates an active pool of opportunities for new products and services, as well as your best sales and promotions.
While SMS remains the far-and-away front runner for time-sensitive convenience messaging—such as order and delivery confirmations, appointment reminders, and emergency notifications—consumer preferences we’ve unveiled prove the power of promotional SMS (and MMS) messaging.
In fact, our evidence shows that by maintaining an engaged SMS list, your business is already in active communication with its next customers. Nearly half (49%) of consumers surveyed said they would sign up for an SMS list without ever having purchased from that business—and once they do opt-in, members of your text list are 58% more likely to make a purchase. Building and maintaining an SMS list creates an active pool of opportunities for new products and services, as well as your best sales and promotions.
If that’s not enough reason to start building your SMS promotional campaigns, we also found that nearly 50% of consumers “feel more connected” to businesses that send texts. And let’s not forget MMS! Adding an eye-catching image to your SMS promotions is worth the effort, as 61% of consumers say they’re more likely to click or purchase if a text promotion includes an image.
If that’s not enough reason to start building your SMS promotional campaigns, we also found that nearly 50% of consumers “feel more connected” to businesses that send texts. And let’s not forget MMS! Adding an eye-catching image to your SMS promotions is worth the effort, as 61% of consumers say they’re more likely to click or purchase if a text promotion includes an image.
More than 40% of consumers are likely to interact with businesses via text after they receive promotional messages, to send product questions, or to initiate a refund or return, while nearly 40% will reach out with a shipping question (39%) or with product feedback (35%).
More than 40% of consumers are likely to interact with businesses via text after they receive promotional messages, to send product questions, or to initiate a refund or return, while nearly 40% will reach out with a shipping question (39%) or with product feedback (35%)
Consumer SMS Preferences In Action
A creative SMS promotional campaign is just the first step in the consumer’s text marketing journey. Add personalization and automation tools, and text marketing is a powerful engagement engine for your business, driving both the bottom line and customer satisfaction.
Conclusion
Methodology
EZ Texting conducted the 2024 Consumer Texting Behavior Report to measure consumer attitudes, behaviors, and preferences concerning text messaging.
The survey was conducted online through an independent market research panel provider in September 2023. The 1,602 participants, who remained anonymous, were qualified based on their location and ownership of a mobile phone for personal use.