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Business Messaging 2021

MEF Consumer Survey

Events since early 2020 have heightened the importance for organisations of all shapes and sizes to have easy access to a suite of communications channels they can truly rely on and use to interface rapidly and accurately with their customers. Business Messaging is a key pillar of digital transformation for the millions of organisations around the world that literally had to transform themselves overnight when they came face to face with the so-called ‘new normal’.

As the survey results show, any organisation looking to engage with their clients cannot take one uniform, cookie-cutter approach. They need to realise just how different people around the world are. A person’s age, how they identify, their home country (culture) etc. all can have an impact on their attitudes towards the varying channels in the Business Messaging mix as huge number of insights in the report clearly shows. Download it now to get the opinions of real consumers around the world.

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Some of the findings from the Business Messaging Snapshot:

  • BUSINESS MESSAGING IS FOR THE MASS MARKET – 89% of smartphone users usually receive messages from businesses. There is still room for  growth.
  • YOUNG USERS ARE THE LEAST TARGETED BY A2P commercial messages and use P2A theleast as well. Older age groups receive more
    A2P and send more P2A. Young users have an even more fragmented channel usage profile.
  • MOBILE FIRST ECONOMIES LEAD USAGE. 94% of users in China and 92% in Brazil receive commercial messages. USA lags at 83%. After email, 27% of users prefer WhatsApp and voice for P2A.
  • THE CLIMAX OF EMAIL REACHED? In P2P, email usage has been  overtaken by SMS and OTT this year. Even in A2P user preferences, OTT and SMS combined show higher results. Yet in terms of communication volume the industry seems to be over-reliant to email.
  • SPAM REMAINS A MAJOR ISSUE. 56% of users in China report receiving unsolicited messages. Worldwide, 44% of female users report receiving unsolicited messages.
  • USERS ARE CONCERNED ABOUT FRAUDULENT MESSAGES 71% of users are very or moderately concerned about fraud in messaging. – worsening over 2020.

Based on in-depth research into the views and behaviours of 6,500 smartphone users across 10 countries around the world, this report provides detailed insight and analysis into the current usage and attitudes towards Business Messaging and indeed Messaging in general. Download it now to get great insight into the potential of Business Messaging and see that, whilst common, there is still plenty of headroom for growth but you really need to understand that different approaches need to be taken. One size most definitely does not fit all when it comes to acing Business Messaging!

Consumer trust has been at the heart of MEF since we started out 20 years ago and being at the sharp end, very close to consumers globally, we can see just how much they have embraced Business Messaging. Whilst trusted, it isn’t perfect. Concerns about privacy are real, with advertising based companies such as Facebook backed WhatsApp raising the most concern. Our findings show that consumers globally are generally very receptive to Business Messaging and want to receive marketing and transactional content they value from brands they trust, in a timely, secure manner.

James WilliamsDirector Of Programmes
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