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292M cell phones in US & 97% can send & receive SMS Text 93% household penetration 24% of households are wireless Cell phone penetration has surpassed Cable TV, web access and home PCsMobile StatsCTIA 2009-10
As of June 2012, mobile phones have a 101% market penetration in the USA.
85% of 18-29 text regularly65% of 30-49 text regularly
Adults 25-34 send 750texts a month or 25 a day.
95% of new mobile phone sales have web browsers and 70 million U.S. customers use them regularly. 2.27 trillion text messages sent in 2012 (173 billion in 2010; 7.2 billion 2005) Data downloads up 89% in 2011 (435 MB/month) Mobile Stats CTIA 2009-10, 2012
Mobile Marketing Industry Info: Mobile Marketing Association Common Short Code (Vanity Short Code) Keyword / Short Code combination (Text SPA to 58124) Regular SMS vs Premium SMS
96% of Text Messages are read within 5 minutes & acted upon in 15 minutes Businesses typically see 5-20% response rates (Verizon ‘09, eMarketer ‘10) 30% of adults would like to receive coupons on their phone (Forrester ‘08)Mobile Stats
What’s it Mean?Incredible Marketing Opportunity
People are tethered to their cell phone Cell phone is part of our identity – ring tones, social media, apps Device that across racial barriers 38% say their phone is more important than their wallet (Pew 2009) Mobile is ubiquitous Advantages & Benefits
But what it really means … You can develop effective Push / Pull campaigns, use behavioral marketing & enable traditional mediaShift from impressions to personal engagement.
It also means, there is a shift fromimpressions to personal engagementAdvantages & Benefits
It also means,your ad message can be added tosocial circles and at the point of purchase.Advantages & Benefits
Monetize the Message! Critical mass of consumers – media, events, social media, etc. Clearly communicate that EVERYONE needs to participate, i.e. Group Effort 2013 – Dip your toe in! You need to launch, assess, re-launch. Don’t give up.Tips & Strategy