Fierce Mobile Content News: 3.31.08

Verizon Wireless announced that its subscribers sent and received close to 20 billion text messages in the month of February, just eight months after the operator’s first 10 billion-message month, June 2007. Verizon adds that opportunities for messaging programs and short codes continue to grow, citing the increasing popularity of text-based contests, promotions and opt-in campaigns. “The volume of text messages being sent and received by Verizon Wireless customers is growing exponentially,” said Verizon chief marketing office Mike Lanman in a prepared statement. ”Whether it’s sports scores, news updates, the latest weather forecast, or the ‘joke of the day’, text messages are a tremendous way for anyone to stay on top of what’s happening in the world. Not to mention all of the parents–and grandparents–keeping up with their kids, or kids texting each other throughout the day, text messaging is becoming an increasingly important way to communicate for people of all ages.”

To see the full press release, click release .

Mobile advertising recall and response rising

As reported by Fierce Mobile Content: March 5, 2008

While 23 percent of U.S. mobile subscribers say they’ve been exposed to mobile advertising initiatives in the past 30 days, 51 percent who recall ad exposure said they responded to the ad in some way, according to a new study released by consumer research firm The Nielsen Company. The bi-annual Mobile Advertising Report from Nielsen Mobile notes that the number of data users who recalled seeing mobile advertising grew sharply between the second and fourth quarters of 2007, increasing 38 percent from 42 to 58 million subscribers.

Other Nielsen findings:

• 26 percent of those who saw an ad responded at least once via SMS, the most popular response; 9 percent say they’ve used click-to-call to respond
• Teens ages 13 to 17 were the most likely age segment to recall seeing mobile advertising at 46 percent, compared to 29 percent of all data users
• Asian-Americans (42 percent) and African-Americans (40 percent) are more likely to recall mobile advertising than all data users
• 32 percent of data users said they are agreeable to mobile advertising if it lowers their monthly bill
• 13 percent said they are agreeable to mobile advertising if it improves the media and content currently available
• 14 percent said they are already agreeable to mobile advertising assuming it is relevant to their interests
• 23 percent expect to see more mobile advertising in the future, up from 15 percent in the first quarter of 2007

“We see an increasing trend of consumers willing to trade off and receive advertising to gain more–and better–mobile content,” Nielsen Mobile VP of mobile media Jeff Herrmann in a prepared statement. “Successful mobile marketers will meet the challenge offered by consumers by engaging with them in a way that adds value to the mobile user content experience.”

For more on the Nielsen Mobile report:
- read this release

A new research report posted by Pew Internet and American Life Project, has determined that Americans are now more dependent upon their cell phones, than they are on their landlines. Not only do they prefer their cell phone over their landline, but they also prefer it as their technology of choice, even over tv and web.

As of December 2007, 58% of those surveyed, reported they have sent or received a text message(s). (The Mobile Marketing Association predicts higher, 75%, but we’ll stick with Pew’s predictions). That is an increase of 41% in use in less than 2 years. Over half, 31%, text message on a daily basis.

The age demographic using text messaging continues to rise as well. It’s not only the younger generations that are using it anymore. The older generations are finding the ease, and some find that the only way to get a hold of their kids.

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