Texting is a better way to engage audiences compared to email, according to new research from EZ Texting, an SMS marketing software provider.

The latest report by the company found that texting had six times the engagement rate compared to email.

Open rates on texts were 100% and 89% of consumers read a text within 30 minutes after receiving it.

The report notes that there appears to be a clear preference for texting as a form of marketing. Given the high engagement rate of texts on mobile devices, it may make sense for advertisers to include it in their marketing plan.

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“Given consumers’ overwhelming preference for all communication to occur on their mobile device, it’s surprising more brands have not already recognized the importance and value of text messaging,” said Norman Happ, CEO of EZ Texting.

“As we continue to see more services become available on devices, the demand for mobile-friendly customer communication and advertising will undoubtedly increase. This further stresses the vitality of both directly communicating and enabling customer engagement through group and one-to-one text messaging.”

The “2019 Mobile Usage Report: How Consumers Are Really Texting” report also found that more than 50% of consumers check their phones 5+ times per hour and 50% of those between the ages 18 to 29 years check messages at least 7+ times per hour.

Another 65% of consumers check their phones 5 minutes after they wake up.

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A study by the Cellular Telecommunications Industry Association previously found that 93% of consumers trusted SMS more as a communications method. Research from Shopify previously noted that sending text reminders to shoppers about their abandoned carts resulted in a 58% retention rate.