If text messages aren’t part of your marketing strategy, you may be missing a chance to reach a big chunk of your potential audience, according to a recent study.

A survey done by Harris Interactive for 1020 Placecast found that 42 percent of 18- to 24-year-olds and 33 percent of those 35 to 44 years old are at least somewhat interested in receiving opt-in mobile alerts from their favorite businesses. Their favorite source of these alerts: restaurants, mentioned by 53 percent of the surveyed group. Other foodservice related categories that drew interest include pizza, fast food and happy hour specials or bar and nightclub offers.

Placecast, which is in the business of sending location-specific ads to mobile devices, says that only about 1 percent of cell phone owners have signed up for mobile messages about sales at their favorite establishments. The results of the survey of 2,029 adults suggest a huge untapped opportunity.

It’s no secret that nothing comes between many users and their mobile devices—even sleep—and text is seen as an opportunity to capture impulse business. “Opt-in mobile marketing has an enormous potential if done responsibly and specifically focused on the stores/restaurants that matter to each consumer,” says Alistair Goodman, c.e.o. of 1020 Placecast. “There is an opportunity to design an opt-in service for consumers that alerts them about the brands they are interested in when they are near that brand’s physical location.”