Consumers not only like text messages, they want more of them,
judging by the 2025 Mobile Consumer Insights Report from Vibes, the eighth in an annual series.
For instance, 13% now want to receive text messages once a day, versus
6% last year. And 15% say they would welcome them every other day, compared with 7% in 2024.
Twenty-one percent say they want to receive text messages a few times a
week -- an increase from 17% last year. Perhaps more importantly, 31% want to get them only once a week, down from 42% in 2024.
Why do they want from text messages?
They seek:
- Incentives and loyalty programs — 64%
- Exclusive content — 39%
- Account/transaction-related updates — 38%
- Brand news — 32%
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Moreover, 44% sign up for text messages from firms
they want to buy from. And 28% are more likely to purchase from companies that send them text messages.
Despite that, consumers are protective of their privacy. They are willing to share
these personal details with brands:
- Email — 65%
- Birthday — 45%
- Name —
44%
- Shopping preferences — 40%
- Zip code — 35%
- Address — 13%
- Income
— 9%
How do they want this information used? They cite:
- Offers based on birthday and purchase history —
56%
- Reminders about unused relevant offers — 49%
- Offers based on location — 40%
- Reminders of upcoming events — 40%
Meanwhile, consumers are warming up to digital wallets, and 55% say they could replace their physical wallets with
them.
Among shoppers, 60% now use their digital wallets for storing items other than their credit card -- up from 55% last year.
But be careful: 25% of
consumers “view messages that arrive too early or too late as irritating or spammy,” the study notes.
Industry Dive surveyed 1,005 consumers for Vibes during a two-week
period in October/November 2024.