What are people actually doing on their phone? College students, for example, will spend about an hour and a half text messaging and about 45 minutes on email. Though the actual number of minutes actually varies, the ratios hold true for the average smart phone user. About 25% of the time is spent talking on the phone. We thought that’s what phones are for, right, talking on the phone. Only about 25% of the phone is talking time. 20% is text messaging. 15% is social media time. 15% is spent visiting websites. Less than 10% of the time on email. The remainder of the time goes to games and other fun stuff or other things that you do on your phone.
Every age demographic uses text messages. As the age demographic gets higher, the amount of text messages gets a little bit lower, but that’s to your advantage. Millennials, 18-36-year-olds will be the largest spending demographic in the United States in 2017. That makes sense, right? They’re getting out of school. They’re buying cars, they’re buying houses, they’re buying baby stuff, they’re eating out, they’re having a good time. When I say they’re the largest spending demographic, this year alone that age group has a spending power of $200 billion this year alone.
The millennial group are on their phones. They’re text messaging. They’re spending a ton of money, more than any other demographic. It is a target population, it is an audience that you need to keep an eye on. In fact, it’s not just keep an eye on it; you need to be engaging them in a way that they want to be engaged. If you have a smart phone like me, you probably have an app. You probably have a few apps. You probably have hundreds of apps. Here’s the thing. Between the Android store and the Apple store, there are 2.9 million apps. The average person will only use about 24 apps a month. That 24 apps a month has been constant for the last 3 or 4 years.
2.9 million apps, but the average user will use 24 apps a month. That is some serious competition for your time. Not only that, less than 1/2 of app users will opt-in for push notifications. What does that mean? It means that less than 1/2 of your customers will get your message when you want them to get their message if in fact they’re actually using your app. That’s better than email at 17-20%, but it’s still only 1/2 your customers.
Coming back to text messaging for a moment, now get this. 14.6 million. 14,600,000 text messages are sent every minute. Just think about that. No wonder everybody’s on their phone that much of the time doing text messaging.
There is a ton of text messaging going on. 98% of all text messages are read in the first 5 minutes. 98% of all text messages are read in the first 5 minutes. It’s a virtual guarantee that your marketing message will be read immediately by text message. That’s just incredible, right? Here’s a story. I see this walking down the street. People are bumping into other people. People are bumping into other things, and so we’ve started to see things like this come up. Texting lanes on sidewalks. I was recently driving in New York and saw that they added a texting stop on the freeway. Before, it was rest stops and convenience stores, and gas stations. Now they’ve added pull-over spots so you can get off the freeway and text. That just tells you where we are as a society with text messaging.
By the way, let’s make this portion a public service announcement. Folks, please don’t text and drive. Texting and driving has now surpassed drinking and driving for causes of fatalities on the road. Yeah, it’s that bad. Although 98% of us read our text message in the first 5 minutes, please pull over. Please be safe. Wait till you get to wherever you’re going. Please don’t text and drive.
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