World Cup Helps Text Messaging Surge In November

Almost 60 million text messages were sent each day during November representing the highest daily average ever recorded by the Mobile Data Association.

The latest figures from the MDA show that the overall text messaging total for November reached 1.7 billion, compared to 1.5 billion in the same period the previous year and just 1.2 billion in November 2001.

The figures were boosted by the huge increase in SMS traffic during the Rugby World Cup final on 22 November, when more than 70 million messages were sent in one day as sports fans celebrated England’s historic victory (see Rugby World Cup Final Prompts Text Message Frenzy).

According to the MDA, November’s figures bring the cumulative total for 2003 to 18.6 billion against a forecast of around 20 billion for 2003 as a whole, with the busiest month of the year still remaining.

It is expected that December will be yet another bumper month for text messaging and MDA chairman, Mike Short, said: “It’s a great time of the year to get in touch with old friends, texting is an easy and cost effective way to send your Christmas wishes.”

The Mobile Marketing Association recently launched what it claims is the first definitive code of conduct to govern the rapidly expanding mobile marketing industry. The code will provide the marketers with a solid guide to best practise, as well as explaining how to develop campaigns within the framework of current legislation (see MMA Unveils Code To Govern Mobile Marketing).

Mobile Data Association: 01922 419600 www.mda-mobiledata.org

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