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Submitted by Mike Grenville on Mon, 29 Dec 2008 10:27 |
2008 was the point when finally the typical U.S. mobile subscriber now sends and receives more SMS text messages than they do mobile telephone calls according to Nielsen figures.
As of Q2 2008, a typical U.S. mobile subscriber sends or receives 357 text messages per month, compared to placing or receiving 204 phone calls. Though the number of calls has remained relatively steady, the number of text messages is up 450% from just two years prior. Q2 2008 was the second consecutive quarter in which the average number of text messages sent was significantly higher than the average number of phone calls placed.
Average Number of Monthly Calls vs. Text Messages
Among U.S. Wireless Subscribers
Calls Texts
Qtr 1, 2006 198 65
Qtr 2, 2006 216 79
Qtr 3, 2006 221 85
Qtr 4, 2006 213 108
Qtr 1, 2007 208 129
Qtr 2, 2007 228 172
Qtr 3, 2007 226 193
Qtr 4, 2007 213 218
Qtr 1, 2008 207 288
Qtr 2, 2008 204 357
The insights come from Nielsen Mobile which directly measures billing activity through an opt-in panel of more than 50,000 personally liable, postpaid U.S. mobile lines across the top four carriers. Through the billing data, Nielsen reports on everything from how many text messages subscribers send to what games and ringtones they download.
In addition to showing the trend of texts compared to calls, Nielsen’s research shows that the typical U.S. teen mobile subscriber (ages 13–17) now sends or receives 1,742 text messages per month (compared to making or receiving 231 mobile phone calls).
Average Number of Monthly Calls vs. Text Messages
Among U.S. Wireless Subscribers by Age (Q2 2008)
Calls Texts
All Subs 204 357
12 & Under 137 428
Ages 13-17 231 1742
Ages 18-24 265 790
Ages 25-34 239 331
Ages 35-44 223 236
Ages 45-54 193 128
Ages 55-64 145 38
Ages 65+ 99 14
While amount of SMS usage is still down the list compared to other countries, it is creeping up.
Latest Text Message Usage
Estimate by Country
Among Wireless Subscribers
(Past 30 Days)
Sweden 85%
Italy 78%
Russia 77%
Spain 76%
United Kingdom 76%
China 72%
France 71%
India 63%
Germany 60%
Brazil 60%
United States 57%
Canada 53%
Source: The Nielsen Company.
EU data Q3 2008, US Data Q3 2008, BRIC and Canada data Q1 2008.
BRIC data includes urban populations only.
Coke Adds Text
According to Nielsen’s Q2 2008 Mobile Advertising Report, 16 percent of text messagers in the U.S. see some form of text message advertising every month. For example ss of Q3 2008, 1.1 million AT&T and Verizon Wireless customers were actively text messaging with Coca-Cola as part of their My Coke Rewards program.
Through My Coke Rewards, Coca-Cola customers collect unique codes found on various Coca-Cola products and enter them into an account they’ve registered at mycokerewards.com. When they reach certain point levels, they are able to redeem points for rewards. The mobile component of the program allows consumers to enter the codes over their mobile phone on the go. Coca-Cola’s mobile users typically send and receive about 32 messages a month to Coca-Cola.
However, it’s not just kids or teens who are an active audience for short code marketing. In the Coca-Cola example, nearly half (47 percent) of users were 35 or older. That age diversity is not unique to Coca-Cola either. Overall, 53 percent of those engaging with free (standard rate) short codes, such as those used by brands in marketing, are sent by texters 35 and older. For an audience accustomed to traditional channels of marketing, it seems, the opportunity to engage with brands in a new way is a welcome experience.
Mobile Advertising
Teens, in their endless texting, are the most likely to engage with some form of short code marketing—35 percent of teen texters say they see some form of text message advertising every month. African-American and Hispanic mobile subscribers are also more likely than the typical texter to engage with some form of text message advertising in a month, 24 and 23 percent respectively.
Recall of Any Text-Message Advertising Among Texters
by Age and Ethnicity (Q2 2008)
Recall Any Text Ad
All Subs 16%
Ages 13–17 35%
Ages 18–24 18%
Ages 25–34 16%
Ages 35–54 12%
Ages 55+ 10%
White 13%
Hispanic 23%
African-American 24%
Asian/Pacific Islander 20%
Source: The Nielsen Company
Of those text messagers who recall seeing some form of advertising while using text messaging, 45 percent say they have responded. Furthermore, the most popular response action to any type of mobile advertising (text, mobile web, video, etc.) in Q2 2008 was actually to send a text message. Among mobile subscribers who saw any form of mobile advertising in the quarter, 25 percent say they responded at least once by sending another text message—emphasizing the interactivity and engagement this medium presents.
The message from Nielsen is that marketers should look at SMS and see an opportunity to engage with a core customer base in a new and unique fashion. Short code marketing has the potential of a mass medium but requires a personal execution. Short code marketing, perhaps more than any other advertising medium today, is as simple as a conversation.
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