GFK MRI has found that the Millennials (born between 1977 and 1994) are 57 percent more likely to recall seeing a text message ad on their mobile device, compared with the average mobile phone user. More importantly, they are 93 percent more likely to have responded to a text ad or made a purchase using text messaging.Overall, the study found that about 6.2 percent of adults with a mobile phone had looked at an ad sent by SMS. In terms of response, 2.65 percent had used SMS to respond to an ad or make a purchase during the last 30 days.
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