Get key insights from MEF’s A2P Business Messaging report, part of our MEF Data series, which examines how brands and businesses worldwide are engaging with consumers. Here we look at how younger users are seemingly less targeted by A2P SMS compared to OTT messaging.
Across all demographics SMS dominates as the most common way to receive business messages. However, the younger age group (16-24-year-old) shows less prevalence of the SMS inbox as a primary way to receive business communications. Only 38% report to use the message inbox as primary – the lowest result – and 28% for “both OTT and SMS inbox” – the second lowest result.
34% of younger smartphone users receive messages from the OTT Messaging App – much higher level than any other group. The young adults (25-34-year-old group) are the second group for receiving messages primarily via messaging apps (29%).
The 35-44- and 45+ age groups share the lead in the category of SMS: 48% of them receive messages only on their inbox. 45% of the 25-34 also reports using the inbox as the main repository of messages.
The number of users that report to use equally OTT apps and the SMS inbox to receive messages is similar across age groups with penetrations from 25% (25-34-year-old) to 28% (16-24-year-old).
Application to person messaging (A2P) allows businesses to process order information, deliver marketing campaigns and customer services quickly and effectively via SMS and messaging apps.
MEF’s A2P Business Messaging 2020 report is based on 6500 interviews across 10 countries: Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK, USA.