1、Mobile Consumer Insights Report2024Custom content for Vibes by studioID2024 Mobile Consumer Insights:How SMS,MMS and Mobile Wallet are Changing Purchase BehaviorMobile devices are an integral part of the daily life of consumers,enabling communication,information,entertainment,and more.New consumer r

2、esearch,such as that found in this report,shows that brands looking to connect with consumers and make them aware of promotions and offers can best do so strategically through mobile channels like SMS,MMS and Mobile Wallet.7 years ago,Vibes began to conduct annual research to help fuel how we evolve

3、 our platform to ensure these mobile channels worked seamlessly to help connect consumers to the brands they love.Each year we see many of the same trends persisting,along with the emergence of surprising new consumer insights.This year,we once again partnered with Industry Dive to study how mobile

4、users interacted with brands,and what their appetite was for ongoing communication via SMS/MMS messaging.We also set out to explore Mobile Wallet more deeply,asking questions about how consumers use Mobile Wallet and if there was interest in using it more.We also asked about how much mobile communic

5、ation from brands plays a role in when they choose to make a purchase.Among dozens of interesting findings,3 key themes really dominated the results for 2024.Brands would be wise to take note of them to help ensure their 2024 communication is as effective and as revenue-driving as possible.The influ

6、ence that mobile messaging is having on consumer behavior in 2024 isnt just growing its skyrocketing.Trusted by Global Brands and Industry Leaders.Learn More.23Trusted by Global Brands and Industry Leaders.Learn More.Table of ContentsKey FindingsConsumer Sentiment on Mobile Brand CommunicationMobile

7、 Wallet AdoptionThe Power of Mobile on Purchase BehaviorWhat Next?Background&Methodology040509152122Consumers expect to hear from brands via text messaging often 60%prefer at least once a week.SMS adoption continues to grow,with 75%of consumers saying text messages routinely drive them to purchase f

8、rom brands.Once reserved primarily to store credit cards,52%of consumers now use Mobile Wallet for storing other items such as loyalty cards,offers or coupons,gift cards,and event tickets.Mobile Wallet is driving foot traffic for brands-54%of consumers have made a purchase at a physical location wit

9、h a mobile wallet offer,and nearly 60%have used their mobile wallet loyalty card when making an offline purchase.KeyFindings60%75%52%54%Keep reading as we dive deeper into findings that emerged across the spectrum of mobile brand communication to help you inform and sharpen your 2024 digital communi

10、cations strategy.4Trusted by Global Brands and Industry Leaders.Learn More.Consumer Sentiment on Mobile Brand Communication5Mobile messaging continues to surge as a preferred marketing channel across a variety of industries.Industries that consumers say they have received or currently receive text m

11、essages from:Clothing/Shoe Store Big Box Retailer(Target,Home Depot,Best Buy,etc.)Department Store(Macys,Kohls,Nordstrom,etc.)Restaurants and Coffeehouses BanksInsurance CompaniesHotels 60%39%33%32%24%11%9%Trusted by Global Brands and Industry Leaders.Learn More.6Relevancy is key for driving long-te

12、rm customer retention.If brands are intentional about what they communicate to their mobile customers,not only will most consumers not care how often they receive messages,but it will also drive higher brand revenue.Heres how one of Vibes customers went from“total frustration”to earning 39%higher-th

13、an-average revenue.Why this matters71%of consumers say too many messages or updates from brands is the#1 reason for not wanting to receive text messages from brands.71%Over 1 in 4 consumers say the frequency of text messages does not matter,as long as the message is relevant to them.1 in 47Trusted b

14、y Global Brands and Industry Leaders.Learn More.8Trusted by Global Brands and Industry Leaders.Learn More.Results seen by Vibes customers:Lower SMS program opt-out rates upon executing personalized messaging strategies20%Increase in conversion seen with intentionally-targeted MMS messages 65%Average

15、 increase in conversion from personalized SMS messages250%Hello Kai!Welcome to Finacian.Tap the link below to download your personnalized member-ship card:https:/vbs.cm/MemFinacianFrenzKiddosEarly Access July 4 Savings on now!Just for you,heres 20%off on top of 50-70%off online&in stores+save Kiddos

16、 https:/vbs.cm/Kd3Hey Kai!Treat your lil sweetie to deals on food&litter plus aquatic&small pet essentials!View deals https:/vbs.cm/369 Txt HELP4help,STOP2stopMobile Wallet Adoption9More than half of consumers are now routinely using Mobile Wallet to store and access digital offers,loyalty cards,gif

17、t cards and event tickets.Mobile Wallet engagement by pass typeLoyalty cardsIncentives or coupons(e.g.dollar-off offer,free gift with purchase)Gift cardsEvent tickets52%45%45%36%Engagement with both offers/coupons and digital loyalty cards,by industry32%38%39%34%28%26%21%Restaurant or coffeehouseClo

18、thing/Shoe storeBig box retailerDepartment store(Macys,Kohls,Nordstrom,etc.)BanksHotelsInsurance companiesTrusted by Global Brands and Industry Leaders.Learn More.10As household income increases,our survey found that there is a higher likelihood of consumers using Mobile Wallet for more than just a

19、place to store their credit cardsOnly Vibes bridges the engagement gap between high-reach,low-engagement email marketing and low-reach,high engagement mobile app marketing,with the elegant combination of SMS and Mobile Wallet.Plus,Vibes customers who have integrated both of these channels together h

20、ave seen 19x more revenue per message vs.just sending SMS messages on their own.Why this mattersMore than half indicated that they are now more likely to engage with brands that offer a mobile wallet option for coupons/offers or a loyalty card.One in every four respondents say they now use their mob

21、ile wallet passes more than once a week.55%1 in 4Less than$25,000$25,000-$49,999$50,000-$74,999$75,000-$99,999$100,000-$149,999$150,000-$199,999$200,000+39%53%52%58%59%61%78%11Trusted by Global Brands and Industry Leaders.Learn More.Mobile Wallet has arrived and consumers say theyll use it more if b

22、rands use it as a key,ongoing communication channel.Factors driving overall Mobile Wallet usage todayIf the mobile wallet pass I saved on my phone would automatically update with new offers/promotions More personalized to my needs/preferences If brands made me more aware that they offer mobile walle

23、t as an optionTop factors that would most likely drive more engagement with Mobile WalletIt was convenient and accessible to use directly from my phone31%It was a strong enough incentive to push me to make a purchase 29%I received a notification on my phone that I had an available offer that I could

24、 use at a location very close to where I was28%It was a personalized offer on a product/ser-vice I like27%I received a notification on my phone that I had an expiring offer to use26%43%32%23%Increase in Mobile Wallet usage,2022 vs.20232022 35%2023 52%Trusted by Global Brands and Industry Leaders.Lea

25、rn More.12Vibes mobile wallet marketing platform makes updating existing mobile wallet passes easy so that brands using Vibes can do it at any time,as often as they desire,without concern of a cumbersome task ahead of them offering a method to continuously engage with consumers in a manner theyve to

26、ld us they prefer.Why this mattersTrusted by Global Brands and Industry Leaders.Learn More.1314Trusted by Global Brands and Industry Leaders.Learn More.Mobile Wallet users are 40%more likely to also currently be signed up to receive text messages from brands40%Consumers using Mobile Wallet are far m

27、ore likely to also be engaging with brands via SMS/MMS.CarworksCARWORKS MPORTANT NOTICE!Your vehicle is involved in a safety recall.Tap below to schedule your appointment.This service will be performend at NO CHARGE:https:/vbs.cm/Kw3The pronounced growth of SMS and Mobile Wallet opens an opportunity

28、 for brands looking to drive more in-store and in-location traffic,given 98%open rates for SMS and the ability to directly attribute the ROI that Mobile Wallet drives for businesses.Why this mattersTrusted by Global Brands and Industry Leaders.Learn More.14The Power of Mobile on Purchase Behavior15A

29、 majority of consumers now say text messages have driven them to purchase from brands.Routinely driven to purchase based on a text message they received from a brandMade purchase Did not make purchaseAs household income increases,we found that there is a higher likelihood of consumers being driven b

30、y SMS to make a purchase,proving mobile is effectively connecting with audiences with higher purchasing powerLess than$25,000$25,000-$49,999$50,000-$74,999 69%78%71%$75,000-$99,999$100,000-$149,999$150,000-$199,999$200,000+71%82%86%71%75%25%Trusted by Global Brands and Industry Leaders.Learn More.16

31、17Trusted by Global Brands and Industry Leaders.Learn More.Purchase intent is a top motivator for why consumers sign up to receive text messages from brands.“I only sign up for text message communications from brands that Im confident I want to buy from within the next year.”68%32%agree or strongly

32、agreedisagreeNot only does Vibes have the quickest turnaround times in the industry for getting brands launched with SMS,but Vibes also ensures that these brands engage and retain their SMS customers.Heres how we helped KBP Brands launch and test the market quickly,ultimately helping them see mobile

33、 ROI faster.Why this mattersagree or strongly agreedisagree67%33%“I only sign up for text message communications from brands that Im confident I want to buy from within the next 1-3 months.”Trusted by Global Brands and Industry Leaders.Learn More.17“SMS engagement is much more immediate than email,a

34、nd Vibes has helped us tap into that-now we can reach more people in real time,and more efficiently.Vibes also really cared about helping us grow our business,not just giving us a platform to use,and we were up and running much faster than we had anticipated.”18ADAM PRICE,Senior Software Engineering

35、 Manager,Progressive LeasingDriven to purchase because of receiving a mobile wallet offer from a brandUse a mobile wallet loyalty card when making a purchase from a brandMade purchaseDid not make purchaseUsed mobile wallet loyalty card during transactionDid not use mobile wallet loyalty card during

36、transaction54%46%60%40%Trusted by Global Brands and Industry Leaders.Learn More.19A majority of consumers say Mobile Wallet has also driven them to make a purchase from a brand 20Trusted by Global Brands and Industry Leaders.Learn More.Whats Next?Mobile messaging clearly represents a critical 2024 o

37、pportunity for brands to further build and nurture their relationships with consumers.The challenge lies in sharing enough information about promotions and offers through the mobile channels that build affinity and loyalty yet not so frequently that it overwhelms and irritates them into opting out.W

38、ith 25 years of experience in mobile messaging,Vibes has defined,pioneered and continue to evolve how SMS,MMS and Mobile Wallet marketing can work seamlessly to grow and nurture a loyal customer base.Its why we pride ourselves on the fact that our customers retain their mobile subscribers 25%better

39、than those using competitive platforms.Get in touch with us today to talk further about whats possible with mobile messaging in 2024.Background&Methodology21Trusted by Global Brands and Industry Leaders.Learn More.The findings of this research are based on an online survey conducted by Industry Dive

40、 in December 2023.A total of 1,005 consumers with smartphones participated.The sample was drawn from Industry Dives databases.Gender FemaleMale Non-binary/Transgender/Other%of Participants73%26%1%Age 18 24 25 3940 45%of Participants33%33%33%Household Income Before Taxes Less than$25K 25K to 49,999K

41、50K to 74,999K75K to 99,999K 100K to 149,999K 150K to 199,999K200K or more%of Participants20%29%21%11%13%3%3%Vibes aims to be the worlds most trusted mobile engagement platform that intelligently creates personal and revenue-driving engagement between consumers and the brands they love.Major mobile-

42、first brands like Disney,The Container Store,Chipotle,&Polo Ralph Lauren use Vibes to deliver millions in revenue,with an average 90 x ROI on Vibes-powered SMS messaging programs alone.studioID is Industry Dives global content studio offering brands an ROI rich tool kit:Deep industry expertise,first

43、-party audience insights,an editorial approach to brand storytelling,and targeted distribution capabilities.Our trusted in-house content marketers help brands power insights-fueled content programs that nurture prospects and customers from discovery through to purchase,connecting brand to demand.stu

44、dioID is Industry Dives global content studio offering brands an ROI rich tool kit:Deep industry expertise,first-party audience insights,an editorial approach to brand storytelling,and targeted distribution capabilities.Our trusted in-house content marketers help brands power insights-fueled content programs that nurture prospects and customers from discovery through to purchase,connecting brand to demand.LEARN MOREVibes 2024.All rights reserved