Mobile owners in the UK, Germany and France prefer receiving SMS-based promotions over other mobile channels, according to research published by the Direct Marketing Association (DMA).

The study, conducted by Toluna QuickSurveys on behalf of the DMA and report sponsor Velti, shows that 38 per cent of UK mobile owners prefer receiving promotional offers via SMS, compared to 15 per cent who favour mobile web. This is even higher in Germany and France, with 58 per cent and 60 per cent respectively naming SMS their preferred channel for receiving mobile-based promotions.

The Promoting to the Mobile Consumer report – which surveyed 4,400 mobile owners in Europes three largest economies, as well as the US – also found that 40 per cent of UK consumers are interested in being contacted via mobile by advertisers.

“The mobile channel is not a homogenous market in the EU. Clearly, a one size fits all approach cannot be used across different territories. Even within the same country, acceptable practices will differ depending on the demographics or products,” says Mark Brill, chair of the DMA mobile marketing council. “The key to acceptable mobile marketing is to understand the target audiences preferences to ensure they engage with consumers in the way they want to be contacted. Taking this considered approach must be at the heart of mobile marketing best practice.”

The full report is available here.