New research carried out by B&A on behalf of the mobile marketing agency Return2Sender shows that Irish shoppers like in-store SMS competitions with as much as 62% of those surveyed saying that they enter in-store competitions while shopping.
The Smartphone Ireland research also highlighted the fact that, despite younger shoppers aged 25-35 being heavy users of platforms like Snapchat, Facebook and Instagram, this age group still selected SMS as their preferred choice for entering competitions in-store.
Other key findings of the B&A research include:
- 62% of all respondents claim to enter in-store promotions
- Those who enter in-store competitions are predominantly female and in the under 50 age group.
- Texting into competitions is the number one preference for entering in-store competitions
- Entering by placing written entry into a competition box is the surprising second placed preference followed by Facebook in third place
- Females are more likely than male shoppers to enter in-store promotions
- Entering via Instagram and Snapchat were only the 8th and 9th placed preference
- Age divide exists however as younger consumers (25-34s) claim highest preference for entering in store competitions by texting via mobile phone, while those aged 50+ show a preference for posting entry in a competition box in-store.
According to Donald Douglas, MD of Return2Sender: “The B&A research confirms that shoppers love SMS for its ease of use in-store. For brands SMS is quick and easy to set up and manage, highly accountable and in-expensive to run. But although SMS remains a safe bet for brands, there is still un-tapped potential for brands targeting younger shoppers to explore other technologies like messaging apps, Snapchat, Facebook Messenger, RCS, NFC, and also Augmented Reality. These technologies also have a pivotal role to play in terms of category differentiation and strengthening brand image.”