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BizReport : Mobile Marketing : December 04, 2008

Report: Texters are young, high spenders

When it comes to text messenging, more and more consumers are discovering the ease of the communication. However, marketers are still struggling to find their place in the text messenging world. The key, it seems, is to catch texters the moment they are in-market and the key to doing that is to know more about the demographic.

by Kristina Knight

According to a recent Scarborough Research report, texters tend to be younger, very interested in tech gadgets and like to shop online. In fact, texters are some of the highest cell phone spenders in the US, spending an average of $87/month on their cell phone bills. Non-texters spend an average of $75/month.

Texters aren't just texting; they are streaming video, checking email and sharing pictures and are nearly 50% more likely to be between the ages of 18 and 24, Hispanic (14%) or African-American (24%).

"Text messaging could be largely disproportionately appealing to marketers because it delivers a young, multicultural audience. Additionally, texts can provide a very locally targeted vehicle for marketers wanting to reach people in the right place at the right time, ready to make a purchase," said Gary Meo, senior vice president, digital media services, Scarborough Research. "Texting is becoming a ubiquitous cell phone function."

As far as online shopping goes, 20% of texters spend an average of $1,000 online each year and are likely to be active (playing sports) when they aren't on their phones. Texters are also likely to be highly interested in the latest tech gadgets but are willing to shop discount outlets such as Target and Wal-Mart.

Tags: Scarborough Research, text message ads, text message advertising, text messenging

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