Vibes, the most trusted mobile engagement platform, has announced the findings from its comprehensive annual Consumer Insights survey for 2025. The full report is available to download here.
Vibes surveyed a broad range of over 1,000 mobile-centric consumers with the intention of understanding what their relationship with their smartphones looks like today; how this has changed over multiple years; how they prefer to interact with brands on their phones, and how these interactions help or hinder their path to purchase.
Among the core findings was the power that SMS and digital wallets have together on influencing consumer purchases, with 86% reporting that they’re more likely to engage with or redeem mobile offers sent to them via text message than those sent via email or offers in a brand’s mobile app.
What’s more, the 2025 survey found that these channels are equally influential on their own, with 4 out of 5 consumers preferring brands send them text messages at least once a week, and with more than half saying they use digital wallet passes (often called Mobile Wallet passes) at least a few times each week.
Over 55% of consumers also said they’re more likely to engage with brands that offer a digital wallet option for coupons/offers and loyalty cards, with more than half wishing they could do away with physical wallets and just use digital ones.
This growing preference of SMS and digital wallets clearly opens an opportunity for brands looking to drive more in-store and in-location traffic, given 98% open rates for SMS and the ability to directly attribute the ROI that a digital wallet drives for their business. 51%of consumers even said they’d be interested in using digital wallets more frequently than they do now, if the ones saved on their phones automatically updated with new promotions – a sentiment that rose from 43% of consumers surveyed last year.
“Every year we’ve conducted the Consumer Insights survey, we’ve been thrilled to watch the evolution of both SMS and Mobile Wallet in consumers’ eyes – from fun but moderately-used channels to the absolute cornerstones of their shopping and dining experiences”, said Alex Campbell, Vibes’ Co-Founder & CIO. “Seeing how this ties into purchase behavior and brand revenue this time around only underscores just how crucial these channels have become for modern brands and the consumers who love them”
Vibes has made the full report available for download here.
Missed our 2024 annual report? You can download it directly here.
