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Submitted by Mike Grenville on Tue, 28 Oct 2003 22:27 |
Business texters are 35+ and the ‘not for profit’ sector reluctant to use SMS internally MDA survey finds.
The survey, conducted during the summer 2003 by the Mobile Data Association (MDA) to find out to what extent UK businesses are using text messaging as a communication tool. Over 300 telephone interviews were carried out with business managers in companies and organisations across a variety of sectors and locations to assess attitudes to using text messaging within a business context.
The survey found that most active users of business text messaging seemed to be aged 35 or over. This statistic may well be related to seniority, their being in possession of a company mobile phone, and being more likely to be off-site/in meetings.
Not surprisingly, higher proportions of business text messaging users have been found where there is the greatest penetration of mobile phone ownership - in the public sector and the financial, retail, and business service sectors.
The lowest level of business texting has been found in the ‘not for profit’ sector, where respondents claim that texting is ‘expensive’ and they would not want to use their mobile phone for the purpose of business texting.
Just 7% of the interview sample were found to be making use of PC to mobile texting, especially within the Business and Professional Services sector. Examples of PC to mobile texting usage were found to be for bulk marketing and sales messages (including student recruitment for colleges), urgent messaging for staff working off site and its value for electoral and consultative exercises was also highlighted.
Business Communication Analysis
The telephone still remains the top of mind business and personal communication tool as statistics outline below:-
Texting is mainly being used internally between staff and colleagues. Of the 124 respondents actively using business texting, two thirds of messages were found to be sent from an office base, and just under a quarter off site, with a tenth being sent/received from home and out off normal office hours.
Barriers to Business Text
A general preference for telephone for verbal and e-mail for written communication still dominates the world of business. Perceptions of relevance, appropriateness for business and professionalism still present barriers to use of text messaging in the business community. Other issues arising out of the recent study relate to ‘time taken to text’, convenience, reliability and general comfort for individuals using the technology. From an organisational point of view, difficulties with control and auditing and confidentiality clauses arising from the Data Protection Act present a major headache.
Conclusion
It would be foolish for anyone to believe that 21st century business would be conducted via an abbreviated key-pad and a transmitter - hardly the way to enhance relationships and valuable networking opportunities. This study has really brought into sharp focus, instances when text messaging can be the most appropriate business communication tool above everything else:-
- When people are unable to answer the phone e.g. when in meetings
- Urgent visual contact - last resort
- For office based PAs to keep in touch
- Useful for dealing with younger people
- For sending brief product details/data
- Confirmation of appointment/meetings or transactions
- Short simple messages
- Use with pictures
The survey highlights how people are coming up with new and innovative ways of maximising on productive use of time in their individual working environments, during passive travel time and overcoming international boundaries and communication barriers through visual means. Some examples of comments received were:
“May send text when in UK and colleague is en-route to the USA office to clarify things and send times of video conference meetingsâ€
Broking House
“Use it to inform staff about working hours and coverage for staff when ill/on holidayâ€
Retail
“It is excellent for concise messages and swift deliveryâ€
Logistics
“Used to congratulate staff in the field on a job well done!â€
Local Government
Whilst the business text message will never replace the telephone call, e-mail, letter or meeting, it clearly has its own place, with many advantages.
www.mda-mobiledata.org
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