Mobile Matters, a study by OgilvyOne and Asia Market Intelligence, found 53 per cent of respondents in Beijing, Shanghai and Chengdu agreed that "SMS can be more emotional than a voice call".
The survey also found that 38 per cent of respondents said SMS and playing games on mobile phones were a good way to "kill time".
According to Chris Reitermann, managing director, OgilvyOne, business people tend to use their mobile phones heavily in the morning and afternoon, while young people used SMS increasingly towards the end of the day.
"Women were particularly receptive to SMS messages, although Chinese consumers in general seem to have a strong emotional bond to their mobile phones, said Reitermann.
However, the survey warned that mobile phones could also become an annoyance when people were bombarded with sales and marketing messages. "I don't think the phone should be used independently, but as a good addition to an integrated campaign with the internet, Reitermann said.
The agency will launch a campaign for Yili Milk in mid-June. "This is a company based in Inner Mongolia and is very aggressive in marketing. It's used the web before but not mobile phones."
