However, only 18% of marketing and advertising agencies currently offer mobile messaging as one of their services, and more than half have no plans to offer it in the near future.
The research has been carried out by mobile services company in conjunction with Firedog Design.
It found that multimedia messaging, including picture and video content, was set to become more common with 70% of mobile users saying they would prefer to be sent MMS content than a straight text message.
Fraser Black, managing partner at Firedog Design, said: "We were quite surprised that agencies have largely ignored the potential revenue stream offered by MMS/SMS.
"Our research discovered that the vast majority of consumers are willing to accept promotions from local entertainment venues or retail operations, yet advertisers and their agencies seem unprepared to take advantage of the benefits offered by SMS/MMS marketing."
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