Consumers have turned to texting during the pandemic, with 61% saying they have increased the time they spend on it each day due to COVID-19, according to Text Marketing: Click-thru Rates & Omnichannel Marketing Strategies, a study by SimpleTexting.
In addition, 78% say that checking, sending or answering texts is their leading activity on smartphones. Overall, consumers have increased their screen time by almost 50% between 2019 and 2021.
Even better (for marketers) is that 61.8% have subscribed to texts from at least one business in the last year.
But texts should be sent in moderation. Here are the issues that would cause recipients to unsubscribe
Of the consumers polled, 43.1% receive texts from one to three businesses, while another 33% get them from four to six firms. And 14.8% receive texts from seven to 10 businesses, and 9.2% from 11+.
Among business marketers, 52.5% say opt-in rates have increased, while 37.2% say they have remained the same and 9.9% say they have decreased.
In contrast, 47.7% said opt-in rates went up in 2020, 47.4% that they were flat and 4.9% that they had decreased.
Businesses use texting for the following purposes:
The study also found that 70% of business owners and marketers use other mobile messaging channels such as WhatsApp or Facebook Messenger to communicate with customers.
In addition, 46% of firms collect phone numbers using web forms.
Also, 40% include text as part of their omnichannel marketing strategy and 35% say omnichannel campaigns that include texting have stronger conversion rates.
SimpleTexting surveyed over 1,300 U.S. consumers, business owners and marketers.