According to the Mobile Ecosystem Forum (MEF), presented by Marketing Charts, consumers’ messaging preferences differ when communicating with each other and with businesses. The study indicates that mobile messaging with businesses is quite mainstream, with 65% of mobile users surveyed having communicated with businesses via messaging app, and 76% having done so via SMS.
The most common institution that consumers message with is the financial one, says the report, with 33% having sent or received a text message with a bank of other financial institution in the prior 12 months, and 22% having sent or received a messaging app.
