The engagement
Mobile messaging and digital wallets were becoming important channels for brand engagement, but consumer adoption and preferences were still evolving. Vibes needed recurring evidence about how consumers used mobile tools and what they expected from brands in those channels.
The research approach
CITE Research conducted the fourth edition of Vibes' annual U.S. Mobile Consumer Report, examining mobile wallet usage, messaging preferences, brand engagement and the factors that influenced consumers' channel choices.
From findings to impact
The research found that 53% of consumers would choose a brand with a mobile messaging platform over one without, and 75% had used their mobile wallet in the past year. Vibes used the findings in its annual report and supporting communications.
Highlighted result
53% of consumers preferred brands with mobile messaging—a finding that anchored Vibes' fourth annual mobile consumer report.
Methodology
CITE Research conducted the survey on behalf of Vibes among U.S. consumers for the fourth annual U.S. Mobile Consumer Report.