In the rising world of SMS marketing, there are a lot of questions. Questions such as can we import our phone list and how is it different from Twitter?
But before any of that, it's useful to know who opts in to text campaigns in the first place. The guys at Tatango did a survey, and it looks like it's not such great news if you are trying to reach teen girls or adults over 55. But if your primary audience is men or women aged 25-35, you're in luck: that demographic is the most likely to opt in to a text campaign.
Of course, none of this matters if your content doesn't provide specific, unique and timely value. But it's a good place to start.
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Source: Tatango SMS Marketing