UK businesses are a bunch of text addicts

The widespread popularity of text messaging has seen 83 per cent of UK media companies implementing SMS strategies into their business plans, according to the latest survey.

A Benchmark Research survey, commissioned by Opera Telecom, found that only 17 per cent of media companies interviewed have not launched an SMS service to complement or promote their offering.

From sports websites offering SMS goal alerts, to Big Brother encouraging you to vote for your favourite housemate via SMS, the text medium has become a vital tool for media companies looking to make more of their captive audience.

The survey found that more than 40 per cent of companies have tried to run SMS quizzes, with sports updates (30 per cent) and voting (23 per cent) also proving popular.

Other popular services launched over SMS have included dating and gossip updates, with users signing up to receive news about their favourite soaps, or text alerts every time somebody new who fits their requirements signs up to their dating agency.

The breakdown across the sectors sees broadcasters favouring quizzes, while websites' greatest use of SMS is to provide sporting updates.

However, media companies' reasons for running SMS services are less clear cut.

More than half see no revenue stream resulting directly from SMS services. Only 20 per cent of companies surveyed said they see SMS as a significant source of revenue.

Most important was a complementary offering - driving traffic as part of a multi-platform promotion - for example advertising special features or content on the site, on the TV or in a magazine.

All companies seemed to agree on one thing however. The practice of spamming - sending unsolicited text messages to mobile phone users - is considered a 'no no' for respectable firms and a is frowned upon as something which only serves to tarnish the reputations of all companies operating in the SMS space.