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SMS Marketing Reaches Users of All Ages

April 15, 2010
  |  3,166 views

Mobile behavior varies dramatically across demographics: 70% of consumers age 18-29 say they send text messages using their mobile phone, compared with 49% of those age 40-49 and 11% of those age 65+, according to a Merkle Inc. study of mobile adoption and use.

However, despite those differences, SMS (short message service) texting is no longer the exclusive domain of younger demographics: 26% of all consumers who use text messaging say they have opted in to receive mobile marketing communications via SMS.


Mobile Web

One-half of online consumers (50%) now have a mobile phone that can access the Internet. Among that population, 56% say they access the Web via mobile device and roughly 40% access the Web at least once a day.

Consumers with an Internet-enabled phone are also one-third more likely to be active on top social networks. 


Mobile users under age 40 are more likely than older users to access the Web via mobile device, with the highest penetration among consumers age 30-39 (66%).

Below, other findings from the View from the Mobile Inbox 2010, which examines the adoption and use of mobile by demographic.

Email via Mobile Device


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  • by Robert Sanchez, CEO, Globaltel Media Fri Apr 30, 2010 via web

    Very cool statistics about the adoption of mobile marketing at all age levels. Concerning the growing adoption of these campaigns, we've seen that the potential reach for SMS/texting based marketing is the largest in terms of potential new customers. At Globaltel Media, we've incorporated real-time response rate tracking, to better tailor each company's individual solution for improved results in targeted SMS campaigns. As long as companies adhere to MMA regulations, and avoid a consumer backlash, we should continue to see all sorts of mobile marketing initiatives continue to grow in America. Thanks for the post.

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