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Acision Research Shows SMS is Still the King of Messaging With Half of UK Smartphone Users Stating They Would be Lost Without it
Mobile World Congress, BARCELONA, Spain, February 27, 2012/PRNewswire/ --
New opportunities for operators to ensure messaging relevance and revenue by
providing new services which consumers want and are willing to pay for
- 95% of UK consumers polled actively use SMS
- 93% of Smartphone owners communicate with SMS, despite access to Instant
Messaging (IM) services
- 3 out of 4 Smartphone owners (74%) said they need SMS, of which 51% state they
would be lost without it
- 68% of Smartphone owners are willing to pay for RCS type services
According to new research launched by Acision at Mobile World Congress, SMS still
dominates the mobile messaging market when compared to other messaging services such as
'Over the Top' (OTT) Instant Messaging (IM) services. 95% of all respondents questioned
stated they actively use texting, significantly more than the Smartphone owners actively
using OTT/IM services such as Facebook Chat (37%), Skype (20%), Twitter (17%), Blackberry
Messenger (17%) and WhatsApp (16%) - the five most popular OTT/IM services today.
The research, which was conducted by Vanson Bourne and examines consumer messaging
habits and preferences, is the most comprehensive study to date on the mobile messaging
landscape. Based on interviews with 1000 mobile device users in the UK across smartphone
(63%) and feature phone (37%) owners, the research revealed that SMS proves most popular
with smartphone owners - 93% of this demographic reported using SMS. In fact, Smartphone
owners appear to appreciate SMS the most, with 3 out of 4 stating a clear need for SMS
(74%) - 51% of which say they would be lost without it, despite the ability to access
different OTT/IM messaging services on a Smartphone. This highlights the immense value and
dependence of text messaging in consumers' lives today.
When asked about their preference to SMS or OTT/IM mobile messaging services,
smartphone owners cited they preferred SMS because of its reach (42%); reliability (42%);
price (38%), speed of delivery (37%) and the ability to send to groups (28%). Only 4% of
smartphone users said that IM is more reliable and faster than SMS, with 35% saying that
they find SMS to be more reliable and faster.
Commenting on the research, Jorgen Nilsson, Chief Executive at Acision, said: "Reports
that suggest that SMS is on its deathbed, it seems, have been greatly exaggerated. In
fact, it appears that smartphone and feature phone owners alike are united by their
affection for text messaging. What is interesting is that SMS seems to excel on devices
that have been more commonly associated with IM services. Based on these results, we can
see a long and healthy future for SMS, the first and still the greatest of mobile
applications."
While the research shows there is a continuing appetite for SMS, users are also
interested in enhanced messaging services. When asked about SMS based personalised
services, a significant number of respondents said they would be like to use: message
delivery notifications (47%), black/white listing (40%); message copy (37%); message
search (37%) and reminder services (35%). This is evidence that there is an opportunity
for operators to extend the functionality and life span of text, increase customer loyalty
and generate premium revenues.
In order to test the appetite for Rich Communication Suite type services (RCS and
RCS-e), respondents were asked to rate a service offered by their operator that would
include IM, file transfer, group chat and video sharing, and allow them to exchange
messages with all SMS and MMS users. Only 5% of UK Smartphone users said they would not
use such a service and 68% said they would be happy to pay for such services, highlighting
the revenue-generating potential messaging still has to offer.
Nilsson concluded, "After looking at these results it is clear that while IM is
growing in popularity it still has a long way to go to catch up with the reach,
reliability and ubiquitous nature of SMS. Analysts are predicting that Mobile IM will
exceed 1.3 billion users by 2016*, compared to over 5 billion users with access to SMS
today.
"Mobile IM does have its advantages but the market is currently fragmented as services
cannot communicate with each other, and relies on a smartphone or tablet device with a
mobile broadband connection. As experts in delivering both SMS and IP messaging services,
we are excited about the new opportunities in IP messaging services but believe SMS will
still play a leading role in our messaging backbone, not only as a connectivity tool but
particularly for brands wanting to reach the 5 billion consumers with access to SMS
today."
This research is part of a wider messaging study conducted by Acision, with further
results for regions including the US being announced over the coming months. To find out
more about Acision's mobile messaging research and its role in messaging, please visit
Acision on stand A93 in Hall 8 or visit us at the GSMA's RCS Showcase on stand C118 in
Hall 8.
- ends-
*Juniper Research [http://www.juniperresearch.com/viewpressrelease.php?pr$8 ] (June
2011): Mobile IM users will exceed 1.3 billion by 2016
NOTES TO EDITORS
About Vanson Bourne and the research
Vanson Bourne, a specialist research-led consultancy, carries out user research within
a technology context. The company interviews senior decision makers from a variety of
functions, across a whole range of industries, in organisations from the smallest to the
largest, in markets around the globe. Vanson Bourne's clients range from start-ups to
well-known companies that need expert guidance, delivering robust and credible
research-based analysis.
Acision's mobile messaging research was conducted in January 2012 with a sample of
1,000 adults in the UK.
About Acision
As the global leader in mobile messaging, Acision connects the world by powering
relevant, seamless messaging services, which enrich the mobile communications experience
and create new opportunities for carriers and enterprises across the world. For more
information, visit Acision at http://www.acision.com
Source: Acision UK Ltd
Maria Hudson, Acision, Tel: +44-(0)7894-604-040, Email: maria.hudson@acision.com;
Elcin Kurtulus, Hotwire PR, Tel: +44-(0)7743-072-322, Email: acision@hotwirepr.com
Acision Research Shows SMS is Still the King of Messaging With Half of UK Smartphone Users Stating They Would be Lost Without it
Mobile World Congress, BARCELONA, Spain, February 27, 2012/PRNewswire/ --
New opportunities for operators to ensure messaging relevance and revenue by
providing new services which consumers want and are willing to pay for
- 95% of UK consumers polled actively use SMS
- 93% of Smartphone owners communicate with SMS, despite access to Instant
Messaging (IM) services
- 3 out of 4 Smartphone owners (74%) said they need SMS, of which 51% state they
would be lost without it
- 68% of Smartphone owners are willing to pay for RCS type services
According to new research launched by Acision at Mobile World Congress, SMS still
dominates the mobile messaging market when compared to other messaging services such as
'Over the Top' (OTT) Instant Messaging (IM) services. 95% of all respondents questioned
stated they actively use texting, significantly more than the Smartphone owners actively
using OTT/IM services such as Facebook Chat (37%), Skype (20%), Twitter (17%), Blackberry
Messenger (17%) and WhatsApp (16%) - the five most popular OTT/IM services today.
The research, which was conducted by Vanson Bourne and examines consumer messaging
habits and preferences, is the most comprehensive study to date on the mobile messaging
landscape. Based on interviews with 1000 mobile device users in the UK across smartphone
(63%) and feature phone (37%) owners, the research revealed that SMS proves most popular
with smartphone owners - 93% of this demographic reported using SMS. In fact, Smartphone
owners appear to appreciate SMS the most, with 3 out of 4 stating a clear need for SMS
(74%) - 51% of which say they would be lost without it, despite the ability to access
different OTT/IM messaging services on a Smartphone. This highlights the immense value and
dependence of text messaging in consumers' lives today.
When asked about their preference to SMS or OTT/IM mobile messaging services,
smartphone owners cited they preferred SMS because of its reach (42%); reliability (42%);
price (38%), speed of delivery (37%) and the ability to send to groups (28%). Only 4% of
smartphone users said that IM is more reliable and faster than SMS, with 35% saying that
they find SMS to be more reliable and faster.
Commenting on the research, Jorgen Nilsson, Chief Executive at Acision, said: "Reports
that suggest that SMS is on its deathbed, it seems, have been greatly exaggerated. In
fact, it appears that smartphone and feature phone owners alike are united by their
affection for text messaging. What is interesting is that SMS seems to excel on devices
that have been more commonly associated with IM services. Based on these results, we can
see a long and healthy future for SMS, the first and still the greatest of mobile
applications."
While the research shows there is a continuing appetite for SMS, users are also
interested in enhanced messaging services. When asked about SMS based personalised
services, a significant number of respondents said they would be like to use: message
delivery notifications (47%), black/white listing (40%); message copy (37%); message
search (37%) and reminder services (35%). This is evidence that there is an opportunity
for operators to extend the functionality and life span of text, increase customer loyalty
and generate premium revenues.
In order to test the appetite for Rich Communication Suite type services (RCS and
RCS-e), respondents were asked to rate a service offered by their operator that would
include IM, file transfer, group chat and video sharing, and allow them to exchange
messages with all SMS and MMS users. Only 5% of UK Smartphone users said they would not
use such a service and 68% said they would be happy to pay for such services, highlighting
the revenue-generating potential messaging still has to offer.
Nilsson concluded, "After looking at these results it is clear that while IM is
growing in popularity it still has a long way to go to catch up with the reach,
reliability and ubiquitous nature of SMS. Analysts are predicting that Mobile IM will
exceed 1.3 billion users by 2016*, compared to over 5 billion users with access to SMS
today.
"Mobile IM does have its advantages but the market is currently fragmented as services
cannot communicate with each other, and relies on a smartphone or tablet device with a
mobile broadband connection. As experts in delivering both SMS and IP messaging services,
we are excited about the new opportunities in IP messaging services but believe SMS will
still play a leading role in our messaging backbone, not only as a connectivity tool but
particularly for brands wanting to reach the 5 billion consumers with access to SMS
today."
This research is part of a wider messaging study conducted by Acision, with further
results for regions including the US being announced over the coming months. To find out
more about Acision's mobile messaging research and its role in messaging, please visit
Acision on stand A93 in Hall 8 or visit us at the GSMA's RCS Showcase on stand C118 in
Hall 8.
- ends-
*Juniper Research [http://www.juniperresearch.com/viewpressrelease.php?pr$8 ] (June
2011): Mobile IM users will exceed 1.3 billion by 2016
NOTES TO EDITORS
About Vanson Bourne and the research
Vanson Bourne, a specialist research-led consultancy, carries out user research within
a technology context. The company interviews senior decision makers from a variety of
functions, across a whole range of industries, in organisations from the smallest to the
largest, in markets around the globe. Vanson Bourne's clients range from start-ups to
well-known companies that need expert guidance, delivering robust and credible
research-based analysis.
Acision's mobile messaging research was conducted in January 2012 with a sample of
1,000 adults in the UK.
About Acision
As the global leader in mobile messaging, Acision connects the world by powering
relevant, seamless messaging services, which enrich the mobile communications experience
and create new opportunities for carriers and enterprises across the world. For more
information, visit Acision at http://www.acision.com
Source: Acision UK Ltd
Maria Hudson, Acision, Tel: +44-(0)7894-604-040, Email: maria.hudson@acision.com;
Elcin Kurtulus, Hotwire PR, Tel: +44-(0)7743-072-322, Email: acision@hotwirepr.com