The leading reason mobile phone users unsubscribe from mobile marketing updates is message overload, according to [download page] a September 2012 report from Vibes. Asked their top reasons for unsubscribing from updates, 69% of mobile phone users and 86% of “showroomers” pointed to too many messages or updates. (Vibes describes a showroom shopper as one who uses a store’s physical location as a showroom for products instead of a place of business.)

via Message Overload Causes Mobile Users to Unsubscribe From Updates.