Txt 'fun' for a successful mobile service

Study finds young adults’ texting is driven by a perceived sense of fun

Social interaction, rather than function, is the force behind young adults' burgeoning use of text messaging, claims a new study conducted by the DeGroote School of Business at McMaster University in Canada.

Currently, more than one trillion text messages are estimated to be sent each year by users across the globe, with more market growth of wireless communications expected in the future, the study found.

According to researcher Nick Bontis, associate professor of strategic management at the school, young adults aged between 19 and 25 comprise roughly three-quarters of the mobile text messaging market.

Under the right pricing model and marketing strategy, young adults could perceive text messaging as a fun means of instant social interaction at a perceived economical cost, the study found. Bontis explained that text messages priced at a maximum of $US0.25 per message can be considered inexpensive.

"Young adults care about social or fun [aspects]," he said. "Business people care about value or price."

One potentially successful marketing idea is to introduce product placements in virtual worlds, Bontis suggested, mentioning as an example the v-girl.com mobile game, which advertises in-world by clothing its virtual girls in particular brands, or depict them using certain products.

Bontis also mentioned Virgin Mobile as an example of a company with a marketing strategy that successfully targets young adults. "Virgin Mobile," he said, "is all about young, flexible and being hip."

Of the young adults surveyed for the study, almost half had used text messaging. These text-messaging users were found to send an average of 50 messages and spend approximately $US46 on mobile phone services per month.

"As the market continues to develop, telecommunication companies would be smart to focus on the fun of using text messaging and the low price of the medium as they build their marketing growth plans," Bontis said.

Join the PC World newsletter!

Error: Please check your email address.

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Liz Tay

PC World
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?