| Wireless Statistics |
• More people
have wireless phones than landline phones
– CTIA
• More than 8% of households in the US
are wireless-only, having “cut the cord”
and disposed of their landline telephones
– CTIA
• As per the NPD Group, by mid-2006, 42%
of all wireless subscribers used their
wireless phone and their primary phone.
• There are more than 229 million wireless
subscribers in the United States – CTIA
• According to the Mobile Marketing Association,
by 2011 more than half of brands are expected
to spend between 5% - 25% of their total
marketing budget on mobile marketing.
• According to a Mobile Data Association/M:Metrics
survey conducted in January 2006, the
US mobile subscribers who have participated
in a TV or radio poll via SMS (Numbers
may not add up to 100% due to rounding).
13 – 17 13.8%
18 – 24 27.9%
25 – 34 26.5%
35 – 44 18.2%
45 – 54 5.5%
55 – 64 3.1%
65+ 2.1%
• The study above revealed a 60/40 preference
by men for SMS voting.
• 89% of SMS campaigns are opened and
reviewed and 85.7% "feel positive
toward the brand and more likely to purchase."
- Rettie Study
• 40% of teens and young adults (18-24)
are interested in receiving mobile marketing
offers. -MMA, Dec '05
• Of the 229 million wireless phones in
the U.S., 95%+ are capable of sending
and receiving text messages - CTIA
• Market research has attributed 52% of
mobile content consumption in the US to
Hispanic wireless users.
• In the first 6 months of 2006, the wireless
industry added approximately 63,000 new
subscribers per day.
• More than 12.5 Billion text messages
were sent in June, 2006, up 70% from June,
2005.
• According to M:Metrics, almost 75 million
US wireless subscribers sent a text message
in October, 2006.
• By the middle of 2006, almost 50% of
wireless customers in the US were using
some form of wireless data – surfing the
wireless web, sending text and photo messages,
or downloading and playing games, ringtones,
or music files.
• According to the Mobile Marketing Association,
40% of global brands have already deployed
text messaging marketing campaigns.
• According to the Mobile Marketing Association
by 2008, 89% of brands will use text and
multimedia messaging to reach their audiences.
• Merrill Lynch indicates the worldwide
penetration rate for mobile phones is
twice that of landline phones.
Gartner research
validates SMS
“Despite the potential of MMS (i.e. the
ability to add engaging pictures and sound
clips to messages), SMS still offers the
widest application with its mainstream
reach, low cost as well as quick and easy
deliverability”
“The success story in mobile data services
is traditional text messaging via SMS.
The technology behind this service has
been available for a decade as is widely
understood. SMS still has untapped potential
to boost revenue”
Forrester
research validates SMS
• Response rates to correctly targeted
mobile marketing campaigns average between
10 and 20% and in some cases have reached
as high as 55%.
• Responses are easily traceable.
• Ongoing user feedback studies show that
acceptance to receive SMS messages rates
may further improve as far as the mobile
marketing campaign maintains a relevant
content matching user profiles.
• Forrester Research evaluates the response
rates to SMS ads and campaigns at 11%.
This is more than five to ten times higher
than that of direct mail (1-2%) and radically
surpasses the response rate in e-mail
marketing (5%), trade shows (1.4%) and
printed advertising (0.15-0.60%).
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