Nothing bothers me more than when someone states a statistic, but doesn’t have a source to backup that statistic. In SMS marketing, there is one statistic that every SMS provider uses, but no one seems to know the source of the statistic… Until now!
That statistic is that 90% of all text messages are read within 3 minutes. In my search for a source, I asked almost everyone in the industry for the better part of a year, with zero results. One well respected mobile marketing expert said that he thought Tatango was the source for the statistic, which got me thinking that this statistic had been pulled out of thin air to sell the benefits of SMS marketing.
Shortly after that, I received an email with the following chart from mobileSQUARED, a U.K. based company.
The chart came from a report commissioned by SinglePoint titled Conversational Advertising and prepared by mobileSQUARED. They told me that the chart was based off a number of data points collected during 2009/2010 from some of the largest messaging infrastructure/service providers in both the U.S. and Europe.
So there you go, the source for the statistic that 90% of text messages are read within 3 minutes can be attributed to mobileSQUARED and SinglePoint and found in the whitepaper titled Conversational Advertising.
Feel free to download the whitepaper titled Conversational Advertising that featured this chart/statistic.