Mobile video messaging as a marketing tool continues to gain ground, with participation in MMS (multimedia messaging service) and traditional SMS campaigns on iOS and Android devices doubling between April and October.
The finding comes from a semiannual study by MMS provider Mogreet analyzing mobile messaging behavior based on data from 1 million subscribers and more than 5,000 campaigns. The company says it handles more than half of MMS messages delivered by businesses to consumers in the U.S.
The iPhone and Android smartphones remain the most popular smartphone platforms for messaging. iOS users account for more than half of those opting into MMS and text-messaging campaigns, compared to 34% coming through Android phones. Those levels are up from 23.6%, and 16%, respectively, in April. BlackBerry accounted for 7% of opt-in messaging.
Looking at device manufacturers, Apple drove half of commercial MMS and SMS messages, with Samsung a distant second, at 16%, followed by LG (9%), HTC (8%), Motorola (8%) and BlackBerry (5%). “Samsung’s continued presence on this list can, like Apple, can be credited to its new and innovative -- including lower priced options -- product offerings and partnerships with lower cost carriers,” noted the report.
Among U.S. wireless carriers, AT&T and Verizon Wireless led the way, accounting for almost 60% of opt-in messaging traffic, down from 89% in April. Gaining at the expense of its larger rivals was Sprint, which increased its share of messaging to 19% from 8%. Unlike AT&T and Verizon, Sprint has maintained its unlimited data plan while adding the iPhone to its device lineup in late 2011.
The Summer Olympics and 2012 election cycle also helped to drive messaging activity in the second half of 2012, with particular growth in industry categories including retail, media and entertainment. MMS is generally preferred for driving brand awareness via photos or video, while SMS is used for sponsored alerts.
“We expect this trend to continue in 2013,” said Mogreet CEO James Citron, noting that MMS is now supported on 97% of U.S. mobile devices.