The report, due to be published this month, also highlights the importance of using SMS as a marketing tool and predicts that the trend will be accelerated by the growth of applications designed to promote the use of text messaging for business purposes.
Mike Short, chairman of the Mobile Data Association, commented: ”Once the mobile data service has evolved to a point where it offers greater mass-customisation to meet business customer needs, it stands a much better chance of creating an explosion in business data usage to match the consumer SMS text explosion seen from 2000 to 2001.”
According to the report, currently only 14% of people send business text messages on their mobile phones. However, the latest results from the MDA revealed that 45 million person to person text messages are sent each day across the UK’s four GSM networks.
Mobile marketing has proved its worth as a youth marketing tool. However, research from Egg and Mori shows that the over-55s are the fastest growing group in terms of mobile messaging, with 1.3 million embracing the medium, compared to just over one million a year ago
