Nearly a quarter of mobile phone users are likely to respond to a text message promotion, according to a survey in the USA by the Direct Marketing Association.

Twenty-four per cent have responded to a mobile marketing offer, making text messaging the most often responded to mobile marketing technique.

It is a particularly effective way of reaching younger audiences, the study, the first quantitative research related to mobile marketing, found. Teenagers 15-17 years old and young adults 21-30 years old (both 19 percent) are twice as likely to respond to offers on their mobile devices as those 18-20 years old (7 per cent).

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