Text Messaging Booming, Says MDA
1.2 billion text messages were sent in the UK during October this year, an increase of almost 50% on the same period last year, according to the latest figures from the Mobile Data Association (MDA), and growth is expected to continue.
Speaking at the New Media Age Congress, Mike Short, chairman of the MDA, confirmed that over 38 million text messages were sent each day during October 2001. “Text messaging has become entrenched in British youth culture and its popularity is growing rapidly. An increasing amount of brands are being drawn to the medium and SMS advertising is predicted to expand significantly by 2005.”
The group identified as the most enthusiastic text-messagers are the 10-18 year olds, who have been dubbed “screenagers” by wireless marketing firms. The average screenager sends around 8 text messages each day and is highly receptive to advertising in this context.
Anne de Kerckhova, managing director of 12Snap UK said of the group: “Text messaging is their primary form of communication, meaning that among this age group SMS marketing is a very powerful tool. Response rates can be as high as 40%, and 70% of those who do respond do so within 24 hours and 30% within an hour.”
She added: “Wireless Marketing is a powerful call to action and has great band building potential. Brands are embracing the medium and consumer acceptance is very high. However, until standards and universal formats bring accountability to the marketplace the industry cannot move forward.”
The Wireless Marketing Association recently launched a series of initiatives to prevent the use of “spamming” in wireless advertising (see WMA Launches Anti-Spam Initiatives). It is hoped that measures like these will help raise the profile of wireless communication as an effective advertising medium.
Mobile Data Association: 01922 419600 www.mda-mobiledata.org Wireless Marketing Association: 020 7074 7060 www.wirelessmarketing.org.uk
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