The UK is a world leader in customer applications of mobile messaging but business applications are lacking, according to new research from OpenMarket.

Using a scale of 0 to 5 to measure maturity, the research found that the UK had the highest level of maturity in the use of mobile customer surveys. In customer promotions and alerts, it was second only to the United States.

The global survey found that the UK has the highest expectations for mobile messaging to drive brand awareness, with 59 percent believing it has a major impact.

However, the research might cause slight concern that the UK’s use of communications within enterprise mobility might be lagging. In mobile workforce management and notification, the UK received the lowest maturity score, behind the US, Continental Europe and Asia.

The UK also received the second lowest score in employee emergency alert systems, ahead of only Continental Europe.

Consequently, the UK only eked out a narrow margin in front of counterparts in Europe.

"In Europe, the expectation was that the United Kingdom would be more mature than the rest of its neighbours. While this proved to be true, the margin was inconsequential…The United Kingdom was significantly ahead in the customer area, with consistently higher maturity in promotions, alerts, and surveys."

Speculating on reasons, the report suggested:

"The UK consumer is more conditioned to non-traditional commerce channels, and the common language is an advantage. Continental Europe was ahead of the United Kingdom in several employee-related communications such as company announcements and mobile workforce management."

Overall the US was the most mature region for mobile messaging, while Asia was the least mature. However, the report indicated Asia was more mature than expected, citing the "limited maturity variation."

"The maturity ranking by region is no surprise, but the narrow range was a bit unexpected," the report reads. "We expect this outcome is likely due to the wide deployment of devices in emerging regions and the attendant comfort with using messaging technology."

"This research validates the importance of effective, traditional mobile messaging and its ability to improve customer and employee communication in key regions of the world," said Jay Emmet, General Manager of OpenMarket.

Emmet added: "With billions of mobile subscribers worldwide, nearly every one of a global business’s employees and customers has messaging-capable devices, and enterprises must utilise this technology to capitalise on the communication and engagement opportunities it provides."

"Although all of the regions have varying levels of mobile messaging maturity and use cases can differ in terms of how global enterprises are integrating mobile messaging, the study revealed that the business priorities for mobile messaging services are aligned across markets," said Robert Parker, Group Vice President, IDC Insights.

He continued: "It will be critical that enterprises understand how to cater to the different preferences of each region.

"By utilising proven mobile messaging providers with technologies that can be implemented across a global organisation, businesses will be able to meet the mobile messaging needs of all internal and external stakeholders worldwide."

The research surveyed 600 technology decision-makers representing 2000 enterprises worldwide.