For brands aiming to connect with consumers, there’s no channel more personal or effective than the mobile phone. Recent findings from Vibes’ 8th annual Consumer Insights survey reveal just how central SMS and digital wallets have become in shaping shopping habits and brand loyalty.
The survey, which involved over 1,000 mobile-savvy respondents, reveals a clear trend: consumers are turning to their phones not just for communication, but as essential tools for managing offers, loyalty cards, and purchases. An impressive 86% said they’re more likely to engage with mobile offers sent via text than those delivered through email or apps, showcasing the unmatched immediacy of SMS.
What entices people to sign up for text messages? Sixty-four percent of consumers do so because of incentives and loyalty programmes, while 39% sign up for exclusive content. If brand messages are relevant to their preferences, 20% of consumers don’t mind the frequency of them.
Digital wallets are also gaining ground. More than half of respondents use wallet passes regularly and prefer brands that offer digital options for coupons and loyalty programmes. In fact, 55% expressed a desire to ditch physical wallets entirely, favouring the simplicity of digital alternatives.
For businesses, this shift isn’t just about convenience, it’s an opportunity. With SMS achieving 98% open rates and digital wallets delivering measurable ROI, these tools offer a direct path to boosting engagement and driving in-store traffic.
The demand for seamless experiences is also on the rise, with 51% of consumers wishing their wallet passes would automatically update with new promotions—a notable increase from 43% last year. As this preference grows, brands that deliver timely, personalised interactions are poised to capture consumer attention like never before.
“Every year we’ve conducted the Consumer Insights survey, we’ve been thrilled to watch the evolution of both SMS and Mobile Wallet in consumers’ eyes – from fun but moderately-used channels to the absolute cornerstones of their shopping and dining experiences. Seeing how this ties into purchase behaviour and brand revenue this time around only underscores just how crucial these channels have become for modern brands and the consumers who love them,” said Alex Campbell, Vibes’ Co-Founder & CIO.