Apple Drives Half Of Mobile Messages

Mobile video messaging as a marketing tool continues to gain ground, with participation in MMS (multimedia messaging service) and traditional SMS campaigns on iOS and Android devices doubling between April and October. The finding comes from a semi-annual study by MMS provider Mogreet analyzing mobile messaging behavior based on data from 1 million subscribers and more than 5,000 campaigns. The company says it handles more than half of MMS messages delivered by businesses to consumers in the US. The iPhone and Android smartphones remain the most popular smartphone platforms for messaging. iOS users account for more than half of those opting into MMS and text messaging campaigns, compared to 34% coming through Android phones. Those levels are up from 23.6%, and 16%, respectively, in April. BlackBerry accounted for 7% of opt-in messaging.