Mobile and Text Advertising

The use of text messaging, also called SMS (for short message service), has exploded in this country. Some 3.5 billion text messages are sent and received every day, according to CTIA, the wireless industry trade group. That is more than the number of cellphone calls and a threefold jump from 2007, with some of the biggest increases occurring in people over the age of 30.

SMS is still a relatively uncluttered and spam-free marketing channel. It’s also the one form of communication that many people are tethered to 24/7. That helps explain why, at a time when in-boxes fill with hundreds of never-opened e-mail messages from direct marketers, 97 percent of all SMS marketing messages, according to the latest cell-carrier research, are opened (83 percent within one hour). NYT Sept 23, 2009

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