This study certainly seems somewhat damning to those who still believe that pitching products via SMS spam is a good idea. It says that the vast majority of people receiving such ads don't remember at all what they're about. Again, this might just be a function of the different ways mobile phones are used compared to the internet. With mobile phones, you're generally on the go -- so an intrusive and irrelevant marketing message is likely to get tossed and forgotten in an instant -- as the person goes back to whatever they were doing, and seeing no subconscious need to mentally record what was in the message.
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