Older Users are Less Patient with A2P Messaging!

Mobile users across all age groups are united by one thing when it comes to A2P messaging – and that is disengagement driven by overload and irrelevance! However, according to MEF’s latest annual Consumer Survey, that rate of disengagement is only likely to increase the older we become. A total of 57% of older adults drop off when messaging is too frequent, compared to 50% of young adults. Irrelevant content pushes away 54% of those 45+, and poor brand trust damages engagement with nearly half of users across the board. Personalization deficits demonstrate remarkable consistency across all demographics (27-30%). If you message too frequently, with irrelevant content, lack of personalisation and poor verification, you’re not just being ignored, you’re being forgotten!

The full report, and all survey data from over 11,000 respondents across 17 countries, is now available to download from mef.mobi and click on MEF Data!