SMS use up, marketing adoption gains

Americans are finally beginning to use SMS mobile text messaging, according to new research.

The Mobile Marketing Association’s (MMA) latest annual survey found the proportion of customers who engage in texting daily rose from 41% in 2005 to 44% last year; 69% use the feature generally.

It is thought the American Idol pop talent show was a major driving force behind the upward trend – 64.5m SMS votes to the programme set a new texting record in the country last year.

Meanwhile, the MMA reported that 48% of survey respondents used their mobile phone more last year than the previous year.

Mobile marketing now has 30% to 40% adoption amongst the youth bracket, with offers and alerts proving the most popular draws.