According to a new survey by Attentive, nearly half (46%) of Brits admit they’ve shopped from their phones while at work.
Gen X took the lead, with more than 50% admitting to shopping on their phones during work hours. Not far behind them, 43% of Gen Z and 46% of Millennials said they’ve done the same. Outside of work, “second screening” – shopping online while watching TV – is still present, with 80% stating they’re most likely to purchase during screen time.
“As cyber threats become increasingly sophisticated, it’s clear that continuous, high-quality training is no longer optional; it’s essential for safeguarding our digital future. Organizations must prioritize ongoing upskilling to stay ahead of evolving risks and build robust defences,” said Laura Baldwin, president of O’Reilly.
Additionally, personalised SMS marketing has become a game-changer for brands. The report showed that 93% of respondents either already receive or would be open to texts from brands. Gen Z and Millennials engage the most, representing the highest percentage of current subscribers to SMS marketing.
Almost 40% of respondents said that receiving SMS messages from brands boosts their trust. Moreover, 74% said a promotional text would likely trigger a purchase, and 54% have already purchased directly from these messages. SMS marketing even spurs impulse buys, with half admitting to an unplanned purchase after receiving a text.
As many as 20% of respondents have spent over £100 on a product promoted via text. This strategy also appeals to older generations, with 60% of Gen X and Baby Boomers open to subscribing to SMS updates. However, half of the respondents said they’d like brands to enhance their message personalisation.
SMS marketing plays a crucial role during peak sales events like Black Friday and Cyber Monday. Last year, 64% of UK shoppers made a purchase after receiving an SMS, with 36% of Gen Z spending over half of their Black Friday budget with brands that texted them.