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Consumers want to communicate with businesses using SMS according to a new study, but companies are failing to grasp the opportunity this offers.

The research from mobile engagement specialist OpenMarket unveils a missed opportunity for financial service providers, retailers and hospitality companies that don’t make use of SMS-powered chatbots to more effectively engage with customers.

The research, which polled over 1,500 mobile users in both the US and UK, finds that despite 49 percent of consumers wanting to engage more conversationally with businesses through SMS, enterprises aren’t meeting their needs.

The results show 50 percent are not currently receiving SMS notifications from financial institutions. Travel and hospitality businesses are even less engaged with 75 percent of consumers not currently receiving SMS notifications from companies such as hotels, airlines and train operators. Retailers too aren’t taking advantage of SMS, with 62 percent of consumers

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