Retailers may want to consider bolstering mobile messaging communications with consumers as a new study reveals 51 percent of messaging users view it more immediate and 48 percent consider it less annoying than voice communications.

The key to grabbing consumer attention with messaging apps, according to Kenshoo, a U.K. marketer which conducted a poll of 2,000 consumers in the U.K. and France, is ensuring the interaction is highly personalized and responsive. 

"While messaging apps have until now been largely used for conversing with friends and family, it seems there is a willingness among consumers to use messaging to communicate with brands,” stated a release on the study.

The Kenshoo study noted consumers are open to a variety of promotional interactions via messaging apps.

"Mobile messaging presents a new opportunity for businesses to connect directly with individual consumers - and potentially build long-term customer relationships," said Matt Vignieri, Kenshoo's managing director for EMEA, in the release. "Many consumers can see the advantages too – but their expectations are high. They expect timely responses and will want communications to be personal to them and in context. If businesses get it wrong, then messaging could quickly turn into a channel for complaints. And because users can easily share negative experiences with their contacts, things could easily get from bad to worse."