Text Is Ugly but Where the Volume Is

The numbers are all over the place but MediaPost reports (reg. req’d) that the Mobile Marketing Assn. found 70% of US consumers do text messaging:

In the study, which surveyed 1,800 consumers ages 13 to 65 years old, 48% said their wireless phone usage has increased significantly over the last year. Text-messaging was the most popular feature, with nearly 70% having used it.

Other recent surveys from M:Metrics and comScore have found 36% and 50% of US consumers using text messaging.

This is clearly where the data volume is, not the “mobile Internet” (which nonetheless has 30-34 million users in the US). So the majority of mobile marketing in the near term will probably be tied into text-related ads and promotions. One benefit of this is that they can connect traditional media and mobile marketing fairly easily.

A secondary benefit is that marketers can use text-based mobile marketing to track the efficacy of other media (much as you can with search online).


One Response to “Text Is Ugly but Where the Volume Is”

  1. European Mobile News: Yahoo! and MSFT « Screenwerk Says:

    […] not a fan of SMS so I basically don’t use the text sites, though this is where most of the mobile data usage is […]

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