Text Messaging Shows Fourfold Increase In Popularity Over Year

Use of mobile phone text messaging (SMS) increased fourfold during the year to November 2000, according to new research from the Mobile Data Association (MDA). When the data was published just before Christmas, figures from the four UK network operators for the calendar year showed that the number of chargeable person to person messages sent had reached 5.4 billion.

During November last year the total number of messages sent was 673 million, a 293% increase on November 1999’s figure of 171 million. The MDA, which exists to increase awareness of mobile data services, says that the increase is thanks in part to the introduction of new tariff plans and models including WAP phones, which offer more choice, larger displays and easier texting functions. In addition, the MDA and the four network operators have recently run the first phase of a national campaign to raise awareness, which made use of bus advertising, press relations and a dedicated website, www.text.it.

Marketers have not been slow to realise the potential of this trend. Heavy usage has been identified within the fickle teenage market, and several teen titles have used the medium for promotions. SMS messaging has also been used to offer free entry to venues and information to clubbers in Ibiza (see Worldpop Launches Mobile Information Service For Clubbers) and offers to registered visitors in shopping centres (see Text Message Advertising System Hopes To Target Consumers On The Move).

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

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