• by Ray Schultz , Columnist, January 12, 2023

SMS is now the preferred channel for both consumers and small- to medium-size businesses. But email is a close second, according to Talking about an (SMS) evolution, a study by MessageMedia.

Consumers want businesses to communicate with them in these channels: 

• SMS — 36% 
• Email — 32% 
• Phone call — 16% 
• Social Media — 10%

Of the consumers polled, 67% have opted in to some form of business communications. But 71% had opted out. 

Why do they opt out? They complain about:

• Sending too many messages — 40%
• Lack of relevancy — 22%
• Changing their minds — 22% 
• Didn’t get permission — 16%

On the business side, these are the issues that are top of mind for SMBs this year (in this order):

• Improving the customer experience
• Effectively communicating with customers 
• Finding and having the right people 
• Managing operations
• Managing cash flow
• Macroeconomic environment negatively affecting the business
• Modernizing the back office
• Ongoing supply-chain challenges 

Meanwhile, 83% of firms say personalization is important to their customers, and 36% of consumers say they would ignore an offer that isn’t personalized.  

Of the companies polled, 32% say it is important to communicate via WhatsApp, Facebook Messenger and Google Business Messaging. But only 13% are doing so. Yet 82% of consumers says text or message on social media with a business makes them feel better about the brand.

According to the report, 97% of adult Americans own a cell phone.

The study also states that 80% of people check their phones within 15 minutes of waking up, and that 70% open a text message within five minutes of receiving it.  

SMS usage grew during the pandemic, MessageMedia report. 

“SMS use accelerated during COVID as stores were shut down or no-contact procedures were put in place, particularly in the retail and service sectors,” writes Doug Rubingh, US & UK President, MessageMedia.

 “Since then, not only has there been an explosion of usage in normal use cases like appointment reminders and marketing, but we also saw innovation grow in other areas like construction IT, financial, and other services,” he says. 

MessageMedia, a Sinch company, surveyed 500 consumers and 100 businesses between December 1-16, 2022.