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Americans ready for IM on mobile
American consumers are lagging behind more mature markets when it comes to text messaging on the mobile phone. But a rapid take-up of messaging in the US proves there is great potential in the medium.
July 10, 2006
It seems that, all of a sudden, everybody is texting. Users may not be able to explain why they suddenly find themselves sending a message rather than calling but they have noted a definite change in their own behavior as well that of others.
These are the findings of the Ericsson Consumer & Enterprise Lab report into US messaging habits. As one young female interviewee stated: "I definitely text-message more today. I guess a couple of years ago I didn't even think about it. I just didn't think there was a need. I don't ever remember using it as much as I do now, because now it seems like everybody sends text messages. It's just so much easier. But back then they used to always call. I don't know why."
Just 30 percent of American consumers use the text function on their phones each month, compared with 60 percent in more mature markets such as the UK and Sweden.
This reluctance, however, is not as marked in computer users, especially teens and early adopters, who have a much higher acceptance of instant messaging. Like their European and Asian counterparts, these young users are attracted by the convenience of computer-based text messaging, its non-intrusive nature and the sense of belonging and control it generates.
Mikael Eriksson Björling, from Consumer & Enterprise Lab, explains: "They are attracted by the ability to contact friends, family and peers easily, but also by making new friends and contacts. The instant response and casual nature of the communication is a big plus, as is the ability to see instantly who is available and set their own presence status."
These same characteristics could easily transfer to the mobile. Americans interviewed as part of the study, especially women, were positive about richer messaging options for their phones. As one 23-year-old New York woman put it: "I'd buy a new phone to get that. Today they're kind of plain."
Eriksson Björling believes the transition will be made, with some hard work by the industry. "The industry will need to educate users, who at this point do not make a distinction between texting and instant messaging," the researcher says. "And they have to overcome the negative perceptions of users who have found the service too expensive or the process too cumbersome with a traditional mobile keypad."
Those using instant messaging on their phones now generally want to contact someone who is likely to be at their computer, or else they have a device with a full keyboard.
Eriksson Björling concludes that consumers are open to a new, simple process for text-based communication that is instant - with no need to wait for replies - and that meets their need to express emotions.
