What Annoys People Most About SMS Marketing

Recent research from Validity shows that people become most irritated with SMS messages from marketers when they come too often, from brands they don't know, or are not relevant. Data from a survey of 1,218 consumers over the age of 18 from four countries revealed that 49% say they are annoyed when messages are too frequent, 35% when they come from unknown companies, and when the content isn't relevant.

58% of respondents report unsubscribing due to irritation, and 52% have deleted messages without reading them. On the upside, 52% say they have been influenced to buy a product, 38% to buy a service, and 23% to buy a subscription due to SMS marketing. Shipping notifications and sales/promotions are the most preferred types of messages from brands.

The research was conducted between November 25 and December 4, 2022, among 1,218 consumers from Australia, New Zealand, the United Kingdom, and the United States.