Great Survey Results: US Smart Phone Explosion Text and Web Usage 2009 Executive Summary

The smart phone explosion is driving fantastic mobile web growth enabling companies to enhance their text campaigns with embeded mobile web links.

From MMA Luth Research’s recent omnibus survey of wireless phone users with text or web access capabilities fielded from June 9 to June 11, 2009, netting 1001 respondents with demographics balanced against U.S. Census data. Of those who completed the online poll, 64% said their phone was equipped with the ability to access the Internet, with a significant number under 55 years of age. Of those who had the capability, close to half (43%) said they use it, with a significant number of users also under 45 years.

More than three-fourths (76%) of those who access the Web using their phone say they have an unlimited usage plan. Their primary activity is checking email (87%), followed by “get scoring news or weather updates” and “locate a business, address or name”, both at 68%. More than one-third download games, music or other content or watch a video.

The vast majority of respondents (88%) had text capabilities with their phone as well, especially those under 55 years or with household incomes under $100,000, and 40% of those who are able to text have an unlimited text plan, while 30% are charged for each text message.

Of those with texting capabilities, less than one-fourth (24%) have opted to receive messages from a company via text on their mobile phone, with a significant number under 45 years of age. Of those who have opted in, 71% have also opted out. More than half (51%) of those with text capabilities have said they have received a marketing or ad text message, with 30% having received ads and 18% having received an offer or coupon.