Industry Facts & Figures As leaders in the industry, our marketing team are constantly searching reports, research and the web for the latest industry trends and statistics. This is where we’ll keep you informed and up-to-date with the latest forecasts, research, trends, statistics and reports.
Global growth
SMS is now used by four billion consumers worldwide.
Portio Research: Mobile Messaging Futures 2010-2014 - January 2010
The global mobile messaging business is worth over US$150 billion, and will hit US$233 billion by 2014.
Portio: “SMS Continues to Confound Expectations as Worldwide Messaging Revenues set to exceed USD 233 billion by 2014” - January 2010
The Wireless Association have announced that wireless data wireless data service revenues from last half of 2009 rose to more than $22 billion. Wireless data revenues, which represent what consumers spend on non-voice services, were more than 28% of all wireless service revenues.
CTIA.org: The Wireless Association® Announces Semi-Annual Wireless Industry Survey Results - March 2010
There are now more than 257 million data-capable devices in consumers’ hands, up from 228 million at the end of 2008. 50 million of these devices are smart phones or wireless-enabled PDAs and nearly 12 million are wireless-enabled laptops, notebooks or aircards.
CTIA.org: The Wireless Association® Announces Semi-Annual Wireless Industry Survey Results - March 2010
More than 822 billion text messages sent and received on carriers’ networks during the last half of 2009—amounting to almost 5 billion messages per day at the end of the year. During the 2009 calendar year, there were more than 1.5 trillion text messages reported on carriers’ networks.
CTIA.org: The Wireless Association® Announces Semi-Annual Wireless Industry Survey Results - March 2010
Wireless subscribers are also sending more pictures and other multimedia messages with their mobile devices—more than 24.2 billion MMS messages were reported for the last half of 2009. That’s more than double the number from the previous year, when only 9.3 billion were reported for the last half of 2008.
CTIA.org: The Wireless Association® Announces Semi-Annual Wireless Industry Survey Results - March 2010
Emerging markets will be the key driver in the growth of global mobile value-added-service (VAS)* revenues from $200 billion in 2009 to $340 billion in 2014, according to new research from Informa Telecoms & Media.
InformaTM: Global mobile data market to be worth US$340 billion by 2014 - July 2010
ABI Research expects mobile CAPEX to grow by more than 4% YoY in 2010, after contracting by 2.7% in 2009.
ABI Research: “After a Rough 2009, Mobile CAPEX is Expected to Grow in 2010” - March 2010
Despite the recent economic carnage experienced the World over during the last two years mobile messaging revenues continue to rise and the sector as a whole looks to be in excellent health. The appetite for mobile messaging continues unabated and is likely to be sustained for the foreseeable future.
Portio: “SMS Continues to Confound Expectations as Worldwide Messaging Revenues set to exceed USD 233 billion by 2014” - January 2010
Global spending on consumer mobile messaging services, which includes SMS, MMS, mobile email and mobile instant messaging, will continue to rise at a 2.7% CAGR between 2010 and 2015, reaching $139.2 billion at the end of this period. SMS will remain the dominant driver of messaging revenue, contributing to almost 75% to total spend compared to mobile email with 19% and MMS with 5%.
Strategy Analytics: “Global Mobile Messaging Forecast” - July 2010
In Western Europe, almost 80 percent of all mobile users actively use SMS on a regular basis, while in the U.S., that figure is only 49 percent, but growing steadily.
eHow.com: “Definition of SMS Marketing” - May 2010
According to the survey, text messaging continues to be enormously popular, with more than 740 billion text messages carried on carriers’ networks during the first half of 2009—breaking down to 4.1 billion messages per day. That’s nearly double the number from last year, when only 385 billion text messages were reported for the first half of 2008. Wireless subscribers are also sending more pictures and other multi-media messages with their mobile devices—more than 10.3 billion MMS messages were reported for the first half of 2009, up from 4.7 billion in mid-year 2008.
CTIA.org: “The Wireless Association Announces Semi-Annual Wireless Industry Survey Results” - October 2010
ComScore reports 65 percent of mobile subscribers send text messages, compared to 30 percent using the browser and downloading applications.
Mobile Marketer: “SMS opens a two-way dialogue between marketer and consumer: 360i” – July 2010
Mobile CRM
According to Portio Research, the global mobile messaging business is worth over US$150 billion, and will hit US$233 billion by 2014.
MobiThinking: Global mobile stats: all latest quality research on mobile Web and marketing – February 2010
SMS campaigns can now reach a potential 240 million consumers in the United States.
Mobile Commerce Daily: “Five mobile touch-points for customer relationship marketing” - March 2010
UK-based Dialogue Communications recent study asked participants how they would like to receive appointment reminders - found that although only 3 percent of people currently receive reminders by text - over 67 percent would be happy to receive text reminders or alerts in the future.
Mobile Marketing Watch: “Survey: Consumers Want SMS Alerts” – January 2010
SMS in Mobile Advertising
Mobile advertising is expected to become a $3.1 billion market in the U.S. by 2013. In 2008, nearly $650 million was spent on mobile marketing in this country.
DestinationCRM: “CRM: Customer Relationship Mobile” – February 2010
24 percent of all mobile users in the U.S. responded to a mobile offer in the past year, and 38 percent remembered seeing a mobile advertisement on their devices
Direct Marketing Association: DMA Releases First Consumer Survey Research Exploring Mobile Phone Marketing - July 2008
A Forrester survey indicated that 74 percent of marketers preferred to use SMS messaging as a marketing tool, while 44 percent of consumers surveyed said they would rather receive product information and other marketing messages through SMS campaigns than via any other channel.
Mobile Marketer: “SMS marketing: How to Stop the End User from Switching Off” – January 2010
According to Juniper Research, mobile coupons will generate $6 billion in global redemption values by 2014
Mobile Marketer: “How to Harness the Power of Mobile Couponing” – July 2010
A recent report shows that mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent.
Mobile Marketer: “How to Harness the Power of Mobile Couponing” – July 2010
SMS in Financial Services
New types of SMS mobile banking alerts will help to treble the volume of mobile banking messages to almost 90 billion p.a. by 2015, equating to one message every 2 days, per mobile banking user, according to a new in depth study by Juniper
Juniper Research: “Mobile Banking Services to Generate Almost 90 Billion Text Messages Per Year by 2015, Up From 30 Billion This Year According to Juniper Research” - August 2010
http://www.juniperresearch.com/viewpressrelease.php?pr=202
Mobile banking usage is set to double in the next three years, reaching 400 million people by 2013.
Juniper Research: Mobile banking usage to double in the next three years reaching 400m people by 2013, says new Juniper Research report - June 2010
Mobile payment users will reach nearly 109M in 2010, representing roughly 2.1 percent of all mobile users.
Gartner: Gartner Says Number of Worldwide Mobile Payment Users to Reach 108.6 Million in 2010 - June 2010
http://www.gartner.com/it/page.jsp?id=1388914
More than 80 per cent of banks currently offer some form of mobile banking. Mobile banking users can expect an average of one SMS message every two days by 2015, according to Juniper Research. And service texts will hit 90 billion per year by 2015, according to Juniper Research.
IT Pro: “Service texts will hit 90 billion per year by 2015, according to Juniper Research” – August 2010
http://www.itpro.co.uk/626155/sms-banking-set-to-boom
A new survey conducted by Luth Research on behalf of the MMA found that 17% of adults in the US utilize mobile banking, with usage growing to 22% by next year.
Mobile Marketing Association: MMA - Luth Research Survey Finds 17% of All U.S. Adults Use Mobile Banking - February 2010
http://mmaglobal.com/news/mobile-marketing-association-luth-research-survey-finds-17-all-us-adults-use-mobile-banking
Nearly three-quarters of consumers in the United States are not aware of mobile financial services at their banks, per a KPMG report. And the number of Americans who have completed mobile banking transactions has more than doubled from 9 percent to 19 percent in the past 18 months, according to the survey.
Mobile Commerce Daily: “Three-quarters of US consumers unaware of mobile banking options: KPMG” – July 2010
http://www.mobilecommercedaily.com/three-quarters-of-us-consumers-unaware-of-mobile-banking-options-kpmg/
Mobile banking has seen a huge increase in usage and in institutions offering the service in the last year, according to IDC Financial Insights’ 2009 Consumer Mobile Banking Preferences Survey Results. And SMS is the most popular form of mobile banking.
IDC: “New IDC Financial Insights Survey Shows Mobile Banking Usage Nearly Doubled Since Last Year “ – July 2010
http://www.idc.com/getdoc.jsp?containerId=prUS22416910
Our study found that mobile bankers are open to receiving mobile marketing and that twice as many mobile bankers received mobile marketing messages compared to all consumers with mobile phones. Mobile bankers are also 25% more likely than typical consumers to take action on a mobile marketing or advertising message.
Javelin Strategy: “Financial Institutions Are Losing Revenue by Not Capitalizing on Mobile Marketing and Advertising” – March 2010
https://www.javelinstrategy.com/news/893/92/Financial-Institutions-Are-Losing-Revenue-by-Not-Capitalizing-on-Mobile-Marketing-and-Advertising/d,pressRoomDetail
SMS in Healthcare
Using SMS-based appointment reminders, Kaiser was able to save $150 per appointment, their no-show cost, which equated to a total cost savings of over $275,000 at a single clinic.
Mobile Marketing Watch: “Kaiser Permanente Teams With mobileStorm For SMS Reminders, Sees 30% Cost Savings” – December 2009
http://www.mobilemarketingwatch.com/kaiser-permanente-teams-with-mobilestorm-for-sms-reminders-sees-30-cost-savings-4805/
SMS in Travel and Entertainment
A new study by Juniper Research has forecast that nearly 15 billion tickets will be delivered to subscribers' mobile devices worldwide by 2014, compared to just over two billion this year.
Juniper: “15 Billion Tickets to Be Delivered via Mobile Phone by 2014, According to Juniper Research” – February 2010
http://www.juniperresearch.com/viewpressrelease.php?pr=198
The Mobile Ticketing report found that services are developing fastest in the transport sector, with SMS, bar code and, increasingly, app driven services being offered by rail & metro companies and airlines.
Juniper: “More than 1 in 10 Mobile Subscribers to Use Mobile Ticketing in 2014 Globally, Says New Juniper Report” – April 2010
http://www.juniperresearch.com/viewpressrelease.php?pr=197
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