A new research report posted by Pew Internet and American Life Project, has determined that Americans are now more dependent upon their cell phones, than they are on their landlines. Not only do they prefer their cell phone over their landline, but they also prefer it as their technology of choice, even over tv and web.
As of December 2007, 58% of those surveyed, reported they have sent or received a text message(s). (The Mobile Marketing Association predicts higher, 75%, but we'll stick with Pew's predictions). That is an increase of 41% in use in less than 2 years. Over half, 31%, text message on a daily basis.
The age demographic using text messaging continues to rise as well. It's not only the younger generations that are using it anymore. The older generations are finding the ease, and some find that the only way to get a hold of their kids.
Neilson Mobile found that about 10% of mobile subscribers are open to mobile advertising on their phone. In the survey, 23% reported that they had received some sort of mobile advertising on their phone in the past 30 days, and over half of them noted that they had responded to the ad in some way. This gives the notion that, even those who report they are not open to mobile advertising, still respond to it, possibly making them more acceptable upon them receiving the ad.
“Advertisers in the U.S. are the most aggressive in terms of messaging to potential U.S. consumers,” said Matt Booth, senior vice president and program director, Interactive Local Media, The Kelsey Group. “Given the relatively high spend levels, we believe advertisers will continue to look into innovative solutions, including mobile, that demonstrate a clear ROI on ad spend.”
With these statistics in tow, Borrell Associates reported in 2007, that between the three categories of Newspapers, Online and All Other, the total 2007 real estate ad revenue would reach over $11 billion and projected a small decrease by 2012. Newspaper ad revenue is projected to fall $1.5 billion; an $87 million predicted increase in Online Ad revenue and $42 million injected into the Other category of ad revenue.
With the continual increase of mobile use and advertising spend throughout the US, will real estate professionals adapt the mobile technologies available to them today, and connect with their consumers through their preferred choice of technology? I give that prediction two thumbs up.