According to the most recent Pew research, 90% of adults have a cell phone of some kind, and 58% have a smartphone. Nearly a third of all cell phone owners describe their device as ‘something they can’t imagine living without.’
And the thing they can’t live without most of all is SMS. Texting is the most commonly used non-voice application of American mobile phones. Previous Pew research indicated that 73% of adult cell phone owners use the text messaging feature on their phone regularly. For under 30s, that percentage is closer to 100, with twentysomethings sending or receiving an average of 87.7 text messages per day.
Go younger still – to the under-24 category – and you start to wonder how the ‘youth of today’ gets anything done. According to the research, 97% of 18-24 year olds use text messaging, and the number of daily SMS messages send or received by individuals in this group is, on average, 109.5 – twenty-three times that of the baby boomers. The median texter in the 18-24 demographic sends or receives 50 texts per day. A quarter of them report sending or receiving more than 100 texts per day, and 12% claim to send or receive more than 200 messages on an average day.
Using the Data
Having a clearer understanding of texting habits will help you devise a more complete, rounded mobile marketing strategy. It’s essential to integrate your mobile and email campaigns so they benefit from one another. An email/text one-two punch can really drive home your message, and both channels provide users with a way to engage directly with your business. How can you achieve this?
Well, SMS is ideal for short, time-sensitive communications. We know most recipients read texts within minutes of receiving them, so there’s no better way to issue a limited time special offer, or notify people of last minute alteration to schedules. Email, on the other hand, is perfect for sending denser content with more detailed information.
Remember too that 43% of consumers access their emails via a mobile device, so both channels are easily cross-referenced. This single point of access promises to be a major driver of consumer engagement as smartphone penetration continues unabated. Don’t let your next mobile marketing campaign do without it.