Negative Perceptions of SMS Texting

According to the latest research from BMRB Interactive, in general, the public's perception of SMS texting is very negative. 7 out of 10 mobile users agree with the statement 'text messages from companies are too intrusive'. Around a fifth say that commercial SMS is not intrusive, indicating that there is a large sub-group of around 6 million adults who are open to receiving messages by phone.

Over two-thirds (68%) of GB adults use a mobile phone, which equates to around 32 million of the population. Of course they are more popular with younger age groups (almost 9 in 10 of 15-24 year olds use them) but adoption still reaches 39% amongst the over 65s.

Of mobile users, 78% say that they received any text messages in the past 4 weeks. By age, this ranges from 96% of 15-24 year olds to 36% of over 65s. Almost a tenth of all mobile users have received broadcast texts (information on travel, weather, sport, finance etc) on their mobile in the last 4 weeks, rising to 15% amongst the younger age group (15-24).

Over a third (36%) of mobile users remember receiving advertising from their mobile phone operator in the past 4 weeks. Around 1 in 7 (13%) claim to have received advertising messages from a company that they had not permitted to text them. This compares to only 5% of mobile phone users who remember receiving messages from companies that they had agreed to receive messages from. It is true that those who say that they had not given permission could well have forgotten that they had done so. Nevertheless, if consumers think that their incoming text is unsolicited, the damage to the brand could be just as severe whether permission was obtained or not.

The 15-24 age group, being heavily targeted by SMS communication, are much more likely to claim to have recently received advertising messages; 55% say that they have received messages from their network, 21% from companies that they didn't give permission to and 13% from companies that they have permitted to text them.

There is no gender influence on attitudes to the intrusiveness of commercial SMS. However, there is a large age-related difference which shows surprising results. Those aged 15-24 are the most positive about receiving SMS from companies (28% disagree that its intrusive) and the next most positive age group is the over 65s (24%). It's the 35- 54 year olds, however, that really dislike commercial text (only 11% do not think its intrusive).

The survey is based on TGI Postscript base of 2008 adults aged 15+. Data collection was done by telephone between 17th and 30th June 2002.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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