Aegis: Mobile Instant Messaging up 190%

Mobile Instant Messaging (MiM), an application that allows mobile phone users to message one another via the internet, has grown by over 190% in the last 12 months, according to new research by Aegis Media.

The marketing communications group forecasts that MiM will continue growing as more service providers enter the market and consumers become more familiar with the application.

Aegis’ Consumer Connection Study shows that 13.5% of mobile phone owners regularly use mobile instant messaging, compared to under 5% a year ago.

This figure increases to 40% among those who are aware that their phone allows them to use the service.

However, it appears this growth is unlikely to spell the end of text messaging as the favoured method of non-verbal communication for mobile phone users. 41% of those who use MiM send seven or more text messages each day, compared to just 21% of non MiM users.

While younger consumers are the group most likely to use MiM, the activity is not restricted to this group, as 33% of MiMers are over the age of 45.

Consumers who use MiM represent potentially attractive and receptive audiences for advertisers interested in using the channel.

Compared to the average mobile phone owner, MiMers are over twice as likely to agree that they tend to notice adverts when surfing the internet on their mobile, that if they see an advert on their phone, they will check the product online and that they respond to relevant or appealing adverts sent to their mobile.

Aegis’ study is a nationally representative survey of 11,000 UK adults that explores peoples’ media usage, lifestyles and technology ownership.