The proliferation of messaging packages - such as AT&T's new offerings for international travelers — as well as related services, such as Twitter's new share a photo via text, are among the reasons why texting remains such as popular form of communication. That, and the ubiquity of cell phones and the fact that many people, teens namely, prefer communicating this way.
However a new survey by Pew Internet found that both text messaging and phone calling on cell phones have leveled off for the adult population as a whole. Text messaging users send or receive an average of 41.5 messages on a typical day, with the median user sending or receiving 10 texts daily – both figures are largely unchanged from what we reported in 2010.
Similarly, cell owners make or receive an average of 12 calls on their cells per day, which is unchanged from 2010.
iMessaging and Its Meaning
One explanation, offered to Wired News by Aaron Smith, author of the Pew study, is that a lot of these people have found their natural level of texting. "For those already texting a lot (some users text upwards of 3,000 messages a month), there’s only so much you can increase from there."
Another possibility, according to Smith, is that apps and the rise of smartphones over feature phones may be a factor in the slowdown of SMS growth. It is too soon to determine if that is, in fact, the case but Wired points to iMessage, Apple's forthcoming messaging product for iOS 5, as a case in point.
Briefly, iMessaging determines whether a text recipient is running iOS 5. If so he/she gets the message via the data network instead.
Straight Texting Versus Integrated Campaigns
Texting, though, as a straight application should not be considered on par with its more integrated uses in marketing campaigns. For example, Bronto suggests email marketers get new subscribers to opt in via SMS at a point of sale. It is preferably to have a cashier mistyping a name or address or asking catalog readers to log online. Another consideration is that you can streamline contacts directly into an ESP and send a welcome message immediately.
Texting is are key to geo-location, check-in marketing strategies. Finally, Pew’s figures hardly augur the demise of texting. In July 2011, 70% of US mobile subscribers used text messaging on their mobile device, up about 2% from 68.8% in June 2011, according to comScore Mobile Metrix data.
