|Title:||United States survey percentages of Americans regarding receptivity to text-message advertising by cell phone habits and attitudes in 2011|
Start of full article - but without data
RECEPTIVITY TO TEXT MESSAGING ADS, BY CELL PHONE
HABITS & ATTITUDES
Have looked at Have used text text-message ad messaging to respond to ad or buy product
Willing to receive ads on XX% X% mobile in exchange for services such as live N
Willing to receive ads on XX% X% mobile in exchange for lower monthly costs
My mobile phone is an XX% X% extension of my personality
Use text messaging to XX% X% communicate w/ friends/family, or receive text "alerts"
Use mobile phone primarily X% X% for business
Use mobile phone primarily X% X% for personal use
Note: Table made from bar graph.
SOURCE: GfK MRI
Ownership and usage of electronic devices varies significantly by generation, according to the Pew Research Center.
For example, while more than eight in XX adults (XX%) own cell phones, and XX% live in households with at least one working mobile phone, Millennial and Gen X adults use their phones very differently from Boomers and members of the Silent Generation. For some types of devices, there are also significant differences in ownership and usage habits of Millennials vs. Gen Xers.
Taking photos and sending/receiving texts are the most universally used mobile phone functions, apart from talking. More than half of all mobile phone owners under age XX take photos with their phones. Texting is more widely used by adults ages XX and younger, but about half of Older Boomers (ages XX-XX) use it, too.
Among all the devices studied by Pew--cell phones, desktop and laptop computers, MPX players, game consoles, e-Book readers, and tablets--MPX players show the widest split in ownership by age. Nearly three quarters of Millennials own iPods or other MPX players, but fewer than half of adults over XX do.
Millennials are the only generation more likely to own laptops than desktop computers. Interestingly, while there's a sharp drop-off in ownership of MPX players between Millennials and Gen Xers, the two groups are equally likely to own another type of entertainment device--gaming consoles.
There are few age differences in ownership of e-Book readers; income and education levels are more significant predictors of e-Book use.
Millennials are XX% more likely than adults of other ages to look at and/or respond to ads sent by text message, finds a separate study by GfK MRI. One in XX Millennials who own cell phones have viewed ads sent via text messaging in the past XX days, and X% have responded to such ads or bought products via text during that time. By comparison, X% of all mobile phone owners have looked at text ads and X% have responded to them in the past XX days.
The younger the mobile phone owner, the more likely he/she is to read or respond to text-message ads. Receptivity to text-messaging ads is also influenced by the owner's relationship with his/her phone.
People who use text messaging regularly for communication, people who feel that their phones are extensions of their personalities, and those who are willing to receive ads on their phones in exchange for free services or discounts are more receptive to text-message advertising.
Interestingly, people who use their phones primarily for business are more receptive to these ads than those who use their phones mostly for personal use. [COMPUTERS/ ELECTRONICS, TELECOMMUNICATIONS, DEMOGRAPHICS, ADVERTISING]
SOURCES: "Generations and Their Gadgets, February 2011," Pew Research Center, Internet & American Life Project, Kathryn Zickuhr, Web Coordinator, XXXX L St., NW, #XXX, Washington, DC XXXXX; XXX-XXX-XXXX; firstname.lastname@example.org; www.pewinternet.org. Price: Available online at no charge.
"Survey of the American Consumer, Wave XX, March-October 2010," GfK MRI, Anne Marie Kelly, SVP Marketing & Strategic Planning, XX Ninth Ave., Xth Fl., New York, NY XXXXX; XXX-XXX-XXXX; email@example.com; www.gfkmri.com.
Price: Contact for information.
USE OF MOBILE PHONE FEATURES BEYOND TALK,
All Millennials Gen X Younger Older adults (XX-XX) (XX-XX) Boomers Boomers (XX-XX) (XX-XX)
Take pictures XX% XX% XX% XX% XX% Send/receive XX% XX% XX% XX% XX% text messages Access the XX% XX% XX% XX% XX% Internet Play games XX% XX% XX% XX% XX% Record video XX% XX% XX% XX% XX% Send/receive XX% XX% XX% XX% XX% email Play music XX% XX% XX% XX% XX% Send/receive XX% XX% XX% XX% XX% instant messages
Silent GI Generation Generation (XX-XX) (XX+)
Take pictures XX% XX% Send/receive XX% X% text messages Access the XX% X% Internet Play games XX% X% Record video X% X% Send/receive XX% X% email Play music X% X% Send/receive XX% X% instant messages
SOURCE: Pew Research Center
Note: Table made from bar graph.