| While teens in America still out-text adults on their | | | | embraced mobile phones, using the technology with |
| cell phones by a very healthy margin, research shows | | | | all its apps fully, but this specific research seemed to |
| that adult texters are beginning to catch up – | | | | refer a more general segment of the population. |
| and that's good news for marketers embracing text | | | | Unfortunately, no indication was given as to the age |
| marketing. In a CNN article citing a report by Pew | | | | of those adults surveyed. Like any successful ad |
| Research Center, adults who use mobile phones have | | | | campaign, mobile marketing needs to be very specific |
| increased texting by 7 percent in one year alone, | | | | as to the demographics it targets. Still, it's a positive |
| from 65 percent to 72 percent over the past twelve | | | | overall trend and one that marketers themselves can |
| months. | | | | encourage by providing valuable content to every |
| By comparison, nearly 90 percent of teens send and | | | | opt-in member. |
| receive SMS messages from their smart phones. | | | | Taking this information further, it might be useful for |
| They also send and receive a lot more messages | | | | marketers to target adults through some of those |
| than their adult counterparts: as many as 50 | | | | texting teens. An example would be a kind of "tell |
| messages daily, back and forth, which is five times | | | | mom and dad" approach. Let's say the teen has |
| more than adult texters. | | | | opted in to a great little bistro that uses SMS |
| Still ten SMS messages a day, and rising, indicates | | | | marketing. That business owner could send a |
| that adults are becoming more comfortable with | | | | piggy-back message before Valentine's Day: one for |
| smart phone technology and its multitude of uses, | | | | the teen (two meals for one deal) and one for an |
| and are starting to move beyond using cell phones | | | | adult (tell Dad to text *** and he'll get a special date |
| simply as mobile telephones without cords. Certainly | | | | night with mom! |
| there is a segment of the adult population which has | | | | |