The Mobile Opportunity: Vibes Says 97% of Text Messages Are Read Within the First Three Minutes — Retail Bum

Among the many spaces vying for consumers’ attention, the mobile lock screen has emerged as a prized location for brands and retailers to connect with their target audiences. This unassuming gateway to our digital lives has proven to be an effective canvas for marketing strategies, offering numerous possibilities through SMS, MMS, and mobile wallet opportunities.

Even though mobile lock screen marketing has existed for a long time, its adoption truly took off when the pandemic hit, and consumers began spending more time on their devices looking for information, entertainment, and shopping — creating a new opportunity for brands to connect with users through this personal touchpoint. Lockscreen notifications, in essence, became a means of conveying critical updates, safety protocols, and delivery services, creating an avenue for brands to showcase their relevance and adaptability in unprecedented times.

With that, the mobile lock screen, once a humble portal for quick access to our devices, has evolved into a dynamic and prime real estate for brands as the intimacy and frequency with which users engage with their smartphones make this space particularly enticing for marketers seeking direct access to consumers.