New research has revealed 45% of consumers are willing to accept branded communications via their mobile device is delivered according to their opt-in terms, with the figure rising to 55% if from a ‘trusted’ brand. 

Additionally, the survey of 3,000 UK consumers by Velti found consumers will sign up to receive communications from an average of three companies. Mobile network operators, retailers, financial services firms and travel companies are regarded as most ‘trusted’ brands and in a strong position to exploit the mobile opportunity, said the report.

UK consumers are also open to frequent mobile marketing messaging with 37% of respondents happy to receive messages from a chosen brand on a daily basis whilst 24.6% prefer a monthly message.

Meanwhile, the survey showed over a third of consumers prefer to receive marketing messages on a mobile device (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%), whilst 78.3% prefer email.

According to Velti, brands must innovate to satisfy the current consumer appetite for receiving marketing information via the mobile channel in the form of mobile messaging, email, social media and apps. 

Barry Houlihan, GM at Velti said, “The research we’ve carried out challenges perceived mobile marketing thinking and puts consumer demand for marketing ahead of supply.  In fact, UK consumers are far more open to branded communications than many companies believe – provided their delivery preferences and opt-in choices are respected and the brand earns the all-important trust of the consumer. 

“The mobile channel is increasingly central to any branded communications strategy given its real-time results and relevance across multiple delivery formats - it is clear that the time is now for brands to innovate and explore the business benefit it brings.”