One of the main problems Nigerians have with marketers, especially those in the telecomms industry, is how often they send unwarranted text messages. Most of the messages show that there’s no proper audience targeting method utilized because many complain that they are uninterested in the messages they receive from businesses.
The Mobile Ecosystem Forum’s 2016 Mobile Messaging Report touches on the above issue and other global insights into chat apps and SMS usage amongst consumer and enterprises in nine countries including Nigeria and South Africa.
To produce this research study, MEF partnered with mblox, a United Kingdom based company that provides SaaS-based mobile messaging solutions to enterprises. The report seeks to provide in-depth studies on consumer messaging behavior by spanning about 6,000 participants living in United Kingdom, United States, Germany, France, South Africa, China, Brazil, India and Nigeria.
According to the Senior Vice President of Corporate Development, Rob Malcolm, the findings are a treasure trove of data for anyone wanting to seek more insights into what the future might look like for mobile messaging.
These are some of the highlights from the report:
- Over-the-top (OTT) apps are favoured over traditional mobile services by majority of consumers. For instance, 56% of global participants say they regularly use Facebook Messenger against 42% for SMS.
- Businesses are increasingly turning to messaging - and their preference is for SMS, thanks to its universality. 30% of research respondents have received messages from businesses asking them to confirm passwords via SMS while 25% have received the same message via apps.
- There is a huge variation in messaging habits determined by country. 79% of Chinese participants prefer to use Wechat while 73% of Nigerians and 82% of South Africans prefer Whatsapp.
- Globally, respondents preferred to communicate with retailers in person, while Nigerians and preferred a phonecall rather than emails or messaging apps.
See the full report here.
However, a recent document from the Legal and Regulatory Services Department of the Nigerian Communications Commission (NCC) states that the NCC will no longer allow telecom operators to send unsolicited text messages to subscribers. According to reports, failure by any of the operators to comply with the new directive will attract a fine of N5 million, with additional N500,000 per day, for as long as the contravention persists, according to the commission.
Although this directive took effect from July 1, 2016, it hasn't stopped certain parties.