The mobile platform has become increasingly important to today's consumers, representing a major opportunity for companies that know how to tap into it.

Recently, ExactTarget released the results of a new study called the "2014 Mobile Behavior Report." In was conducted between December 2013 and January 2014 to track the mobile patterns of various demographics of users.

Several interesting trends emerged. These include:

  • Smartphones and tablets are becoming the dominant device for many simple computing tasks make it the single most compelling reason for marketers to prioritize the platform.
  • If consumers believe there is value they will engage in with mobile SMS marketing communications.
  • Many companies lag behind when it comes to creating engaging mobile marketing materials.

When it comes to smartphones, 90 percent of respondents said that text messaging was the primary use of the device. Ninety-one percent said it was the smartphone.

The study found that 54 percent of users have opted into receiving SMS from a specific brand. Of those who did, 91 percent found them to be used. Of those that did not opt in, 41 percent said the reason for this was because they did not see any value in them, which means markets need to be a better job of either communicating the benefits or providing better value.

It is clear that organizations need to have a better approach when it comes to the mobile platform. With the help of a mobile marketing services provider, any company can find a better way to provide value through this platform.