Application-to-person mobile messaging specialist Mblox has published its findings from a survey of customers and businesses conducted by Millward Brown Digital. It looked at how well companies felt they were engaging with their customers via mobile devices - and how well customers felt they were being engaged with by brands.

The survey revealed a ‘care gap’ in business-to-consumer interactions: 67% of companies thought consumers were satisfied with their current methods of mobile engagement, yet only 47% of consumers said they were happy with it. Overall, only 36% of consumers felt cared for.

Conversely, 86% of consumers suggested they were open to engagement through their mobile devices - but only 58% of companies use mobile to engage with consumers.

Email was the main consumer preference for mobile communication with brands, with 57% of respondents choosing this channel. It was followed by text messaging (41%) and phone calls/voicemail messages (38%). Just 14% of people said they didn’t want to be contacted on their mobile phone at all, primarily because of privacy concerns.

Consumers preferred email for marketing messages but wanted urgent notifications and reminders sent as text messages.

Tom Cotney, CEO of Mblox, said “The disciplines of customer service, marketing and information technology are converging, and the more holistic concept of the customer experience has emerged. Mobile messaging crosses all disciplines to ensure consumers feel ‘Cared’ for. A company’s ability to demonstrate ‘Care’ in a way that resonates with its customers is essential to creating positive brand experiences, establishing healthy relationships and achieving long-term success.”

A total of 1,650 mobile phone owners and users in the USA, the UK and Australia were contacted by Millward Brown Digital in September 2014 for the survey.