Archive for November 10th, 2008
Who is Text Messaging
New research from Sprint confirms that the under-30 crowd is definitely texting in mass, and they’re driving their parents to text, too. The number of adults who are texting has risen from two years ago, when a 2006 Pew Research study cited that 13 percent of adults ages 50-64 used the text messaging function on their mobile phone. The Sprint study reveals that now 20 percent of adults ages 55-64 send text messages.
According to a survey conducted by Opinion Research Corp. (ORC), a text is far more likely to elicit a quick response than voice mail. In fact, those under the age of 30 are four times more likely to respond within minutes to a text message compared to a voice mail, and 91 percent respond to a text message within one hour. Adults 30 and older are also quick to text — and are twice as likely to respond within minutes to a text message as compared to a voice message.
Other key findings from the research include:
- With the exception of ages 65+, all age groups are more likely to respond to a text message more quickly than a voice message. Predictably, among adults under 30 years of age, 78 percent say they respond immediately or within minutes to a text message. Even 54 percent of 55- to 64-year-olds said they respond to a text message immediately or in minutes.
- Nearly all (96 percent) of those under 30 who are texting send messages to their friends, and 51 percent text their parents. The texting habits of adults ages 55-64 are almost the polar opposite — 76 percent text their kids, but only 56 percent text friends.
- Adults ages 55-64 are three times more likely to text their children than a co-worker, even though their young co-workers are more likely to respond to a text message faster than a voice message.
- Texting frequency steadily declines with age. Eighty-five percent of 18- to 24-year-olds surveyed text at least once a day, and 67 percent text 10 or more times per day, compared to 41 percent of 55- to 64-year-olds who text at least once a day, and 12 percent who send 10 or more messages a day.
Ordering Food via Text
A number of the nation’s biggest fast-food chains are beginning to embrace text and iPhone ordering capabilities, at least as tests. Already for the three months ending in August, food marketers sent almost 1.4 million text-message ads, up 37% from the same period last year, according to ComScore’s M:Metrics data. Consumers seem to want the offers: of all the ad categories using SMS marketing, restaurants had the highest response rates, with 15.5% of consumers responding to the ads.
McDonald’s experimented with text-message ordering in Chicago last summer, with signs encouraging consumers to text in their late-night orders. Spokeswoman Danya Proud said there were “some very good learnings from this campaign about how to execute future viral campaigns.”
“Even in the current economy, people don’t have any more time than they had before,” Ms. West said. “They’re trying to get dinner on the table, and this is going to help them do that.”
click here to read the full article on adage.com
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