I get a few mobile messages on my mobile phone and not any of them are because I "opted-in" – so basically they are all spam messages. However industry experts claim that approximately 20% of consumers have opted-in to receive mobile messages. But considering where we are in this age of texting and social networks, this numbers sounds quite low to me.
So what's the reason for this slow progression of mobile marketing? Well, as in most cases, it's either lack of awareness on the part of both advertisers and consumers and / or the lack of "buy-in" from the advertisers themselves that mobile marketing is going to be effective or bring return on investment.
Some other reasons could be the consumer's fear of everybody and their brother bombarding them with mobile coupons and advertising that may not be relevant to them or be needed for immediate use.
And the privacy issue cannot be underscored enough – as soon as your cell phone is open to receive information from others, most people may think that their privacy is at stake. So unless brands give a guarantee that the consumer's privacy is not at stake and that third parties won't have free access to the consumer's phone and personal details, mobile marketing is going to take even longer to become mainstream.