A recent study conducted by the Pew Research Center gives a lot of insight into how teens are spending their time these days. The study indicates that 54% of teens today text daily. This is a significant increase from 2008 in which only 38% of teens were daily-texters. Even more, approximately a third of teens send more than 100 text messages a day.
With such a dramatic increase in texting, marketers are working hard to keep up and reach teens where they are spending so much time – their phones.
Last year a number of fast food restaurants released advertising campaigns based on text messaging. At Subway’s restaurants in New York City, a customer can text their order in advance.
Even patrons of Chipotle have avoided long lines by placing their order via a smartphone app which allows them to prepay.
However no clear platform exists for retailers to tap into the texting market today. How can a retailer effectively promote its products via text? Some retailers are attempting sign-up programs to text their customers exclusive deals. Data is still coming in on whether these programs are making a significant impact, but it certainly is a start.
Whatever market strategy ultimately develops, expect to see it fast. Companies are already scrambling to be the first to reach this lucrative teen market via text messaging. After all, what brand wouldn’t want the ability to send a targeted advertising message that over half of teens are practically guaranteed to see?