22% of Brits would be more likely to spend money with a business that sent them a useful mobile communication

“The mobile phone has become the lynch pin of everyday life and the opportunity to reach and engage with customers through the medium has never been greater,” says Maria Grant, head of product development at Oxygen8 Group. “Targeting consumers through the mobile phone should form an essential part of a marketer's strategy. It is worrying that some businesses still don’t recognise the value in mobile marketing.”

Of the consumers that do receive communications on their mobile phones, it was discovered that emails read on mobile devices are the most common version, while SMS messages, app notifications and automated voice messages are also used.

Oxygen8 reported that consumers receive an average of nine sales emails a week, compared to an average of two automated voice messages.

“A joined up approach that uses the full range of communication options available to a business is more effective. We’d advise marketers that are already using mobile to think about combining the communication options they’re using with other options to create more impact for their campaigns,” Grant added.