Nielsen: Text Message Marketing to Increase

According to new research by Nielsen Mobile, almost 60 percent of mobile subscribers in the U.S. use text-messaging on a regular basis, and 16 percent recall some form of advertising during the process, MediaPost reports.

Text messaging holds appeal for advertisers because just about every phone out there supports it, even those without mobile Web data plans (since text messaging is billed separately).

Nielsen said in a statement that subscribers can expect to see more short-code marketing. Currently, advertisers such as Subway, Arby’s, Jiffy Lube, and BestBuy, have used text messaging to convey product and service information, set up rewards, and issue mobile coupons. The report also cited Coca Cola’s “My Coke Rewards” program, which drew 1.1 million AT&T and Verizon Wireless customers in Q3 2008.