Retailers shift their ad spending from TV, radio and print ads to digital ads.
They exchange more than twice as many messages as the next most active group.
Teens are crazy about texting.
Consumers ages 18 and younger send and receive an average of 2,779 text messages a month, according to a new report by the Nielsen Co. based on an analysis of one year of phone bills from more than 60,000 mobile phone subscribers.
For those older than 18 there’s a steep drop-off. Here are the monthly averages for other age groups:
- 18 to 24, 1,299.
- 25-34, 592
- 35-44, 441
- 45-54, 234
- 55-64, 80
- 65 and older, 32
The report also found that black and Hispanic consumers are the most avid text message users. Blacks send and receive around 780 and Hispanics around 767 messages a month. Non-Hispanic whites send and receive about 566, while those of Asian or Pacific Island descent send 384 per month.
Although Nielsen did not comment on retailers’ use of text messaging, given consumers’ familiarity with the technology, it does potentially present a ripe marketing channel.
That’s particularly true because consumers’ usage of text messaging has grown dramatically over the last year, according to a related Pew Internet & American Life Project report. The report found that 72% of mobile phone users send or receive text messages, a 10.8% jump from 65% at a similar point in 2009.