According to the semi-annual 2012 Mobile Marketing Analytics Report released by Mogreet, a multimedia-based mobile marketing platform, Apple iPhone users are not only the most engaged mobile audience, but are significantly over-indexed in their participation in text messaging campaigns compared to the total U.S. market. Mogreet found that 50 percent of consumers opting into text messaging programs are using iPhones despite Apples 34 percent share of the overall smartphone market.
Comparably, while Android operating systems continue to lead in smartphone sales across the United States with 52 percent market share, Mogreet’s findings indicate that 34 percent of consumers opting into text marketing campaigns use Android smartphones. Notably, since April 2012, there has been more than 100 percent growth in participation in SMS and MMS-based mobile marketing programs on iOS and Android platforms combined, which demonstrates both platforms’ continuing expansion in the marketplace.
Currently, over half of all multimedia messaging (MMS) delivered by businesses to consumers in the United States is done via the Mogreet platform. By providing this volume of messaging across a wide range of industries and applications and consumer audiences the company gains unique insights into the types of mobile messaging that consumers prefer. Mogreet prepares this report twice a year, providing guidance to marketers looking to improve their messages based on their customers content, carrier, device type and geography.
“This report is of special interest to mobile marketers seeking the best return on their investment,” says James Citron, CEO and co-founder of Mogreet. “Rapid smartphone adoption is responsible for a significant growth in multimedia creation and sharing on mobile devices, and in particular the MMS channel. The rise in MMS traffic can be attributed to the proliferation of high-quality cameras and improved screens on smartphones and the simplicity of sharing this content via MMS that works ubiquitously across all handsets and carriers. We expect this trend to continue in 2013, and marketers would do well to take advantage.”
In addition, statistics in Mogreet’s semi-annual report indicate that Sprint and other carriers are rapidly gaining market share against perennial leaders AT&T and Verizon, with the combined consumption of messaging for those carriers declining from 89 percent to 59 percent over the past six months.
Percent of opt-in SMS/MMS message consumption by carrier:
AT&T 30 percent
Verizon Wireless 29 percent
Sprint 18 percent
T-Mobile 13 percent
Cricket (Leap Wireless) – 4 percent
Other 4 percent
Metro PCS 2 percent
Percent of SMS/MMS message delivery by OEM manufacturer:
Apple 50 percent
Samsung 16 percent
LG 9 percent
HTC 8 percent
Motorola 8 percent
Blackberry 5 percent
Other 4 percent
Top U.S. regions opted-in for commercial text messages:
“As the penetration of smartphones continues to climb, todays marketers have the opportunity to engage with their customers with technology that is now native to the end user,” says Citron. Text message marketing, mobile video and MMS – now supported by 97 percent of all U.S. mobile devices – are a perfect way to extend storytelling, as well as extending brand relationship to the devices consumers use most the mobile phone.
Mogreet’s messaging platform enables the seamless delivery of video, text, picture and audio messages to all mobile phones in North America. It is a cross-carrier solution that can deliver mobile video to more than 290 million mobile subscribers in the U.S. and more than 2 billion consumers globally across more than 175 countries.
The expanded report is available for download at
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