People Now Text More Than Talk
Between July 2008 and July 2009, mobile users in the U.S. sent more than 1.3 trillion text messages, almost double the 660 billion calls they made, according to CTIA — the Wireless Association. Yet advertisers are still struggling with how to use texting for marketing.
It’s not that marketers haven’t tried to use texting as an ad platform — many have. They just haven’t seemed to figure out how to use it effectively. But a look at the usage statistics makes it clear that marketers need to sort it out fast.
A December 2009 study by the Pew Research Center showed that 68% of cellphone owners 18 and older send text messages. A deeper dive reveals the biggest texters to be 18- to 24-year-olds (95%). And while that stat shouldn’t floor anyone, what may surprise is just how many people are texting within the older sets, including 25- to 34-year-olds (87%); 35-44 (74%); 45-54 (69%); 55-64 (43%) and 65-plus (20%).