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BizReport : Mobile Marketing : May 12, 2010


Survey: Teens talk text

When it comes to conversation, teens are as likely to text to communicate as the actually speak. That, according to a recent survey by teen marketing hub ChaCha. The platform polled teens to determine how they prefer to communicate. With so many noting a preference for text it then makes sense for marketers to utilize the medium.

by Kristina Knight

chacha.png Researchers polled about 1500 teens and young adult consumers. They found that nearly 68% prefer to communicate via mobile text. Mobile calls/voice ranked second with about 10% of the vote. Nearly 9% of the youth market prefer to communicate via Facebook, but only about 3% communicate via instant message.

What does this mean for marketers? The potential to reach into the youth marketplace for clothing/apparel brands, tech brands or even mobile companies is quite strong. In the past research has shown that teens and early-twenty-somethings are rarely without their mobile devices and most are open to ad messaging for brands or products in which they are interested.

A recent comScore report found that there are 234 million American teens and young adults who are mobile subscribers with nearly 64% reporting that text options are the most important/most used features on their phones. Nearly one-third (30%) are also using the mobile browser or downloading apps (28%).

"Teens rely on their mobile devices as their primary medium, and they ask ChaCha over a million questions each day providing insights on their brand attitudes and actions," said Scott Jones, CEO of ChaCha. "For example, traffic patterns can be analyzed to determine the impact of a particular ad campaign, ascertain the popularity of different TV shows among the youth segment, and even to determine regional interest levels for a particular product."

Tags: ChaCha, ComScore, Facebook, Google, Mobile Computing, Scott Jones, United States, Wireless Data










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  • Ronnie

    I can't say that I'm surprised that teens communicate via text, especially if you look at companies like Net10 who sell mobile phones from just $20 and it comes with 2 months service and 300 minutes. A top up of 150 minutes is only $15 and the best part of all is that it is prepaid so you only buy and pay for what you need. No extra charges, awesome.



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