Text Messaging Reaches Record Levels In March
The seemingly unstoppable rise in text messaging continued during March with levels reaching an unprecedented 2.1 billion for the month, according to the latest figures from the Mobile Data Association.
The research shows that March’s figure represents an increase of 80 million person to person text messages on the previous month and a notable 25% rise on the same period last year.
A daily average of 69 million messages were sent during March this year, compared to 56 million last year and 43 million in 2002, showing that the popularity of the traditional text message has not been dented by the arrival of more advanced communications such as video calling, or picture messaging.
The increased figures follow a rising interest in mobile marketing. Emap recently splashed out £800,000 on a cross media campaign for the United International Pictures film, Honey, including high profile text and photo message marketing elements (see Emap Sweet On MMS With Honey Promotion).
Chrysalis Radio also incorporated mobile marketing elements into some of their shows last month, inviting Galaxy listeners to send photos and texts to the station from their mobile camera-phones. The station then selected the best pictures for inclusion on their website for all listeners to see (see Chrysalis Puts Listeners In The Picture With MMS).
The apparent rise in popularity of text messages could be due in part to the inclusion of data from Virgin Mobile. Before January the MDA’s figures consisted of messages sent solely from Orange, O2, T-Mobile and Vodafone and this may have a bearing, particularly in year on year analysis, where figures including Virgin’s totals are being compared with figures excluding them (see Text Messaging Reaches Record Levels In January).
Mobile Data Association: 01922 419600 www.mda-mobiledata.org
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