Texters Are Young, Techy, and Shop Online
RESEARCH BRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Wednesday, December 3, 2008
These consumers are 49% more likely than all cellular subscribers to be ages 18-24, 14% more likely to be Hispanic, and 24% more likely to be African-American. Scarborough points to these similarities as likely reasons why
20% of Texters spend more than $1,000 online annually, versus 17% of all cellular users. When not online or shopping they are 37% more likely than all cellular subscribers to have played basketball as a leisure activity, 29% more likely to have gone jogging/running, 29% more likely to have played tennis, and 23% more likely to have practiced yoga during the past year.
And, their interests reflect their youthful demographic and active nature. Texters are 12% more likely to have attended a professional sports event, and 57% more likely to have gone to an R&B/Rap/Hip-Hop concert during the past year.
Texter households are avid technology shoppers, says the report. Texters are more likely than the average cell phone subscriber to live in a household that owns, or plans to buy, a wide variety of hi-tech items, from HDTVs to MP3 players to video game systems.
39% of Texters live in a household that shopped Best Buy during the past year, versus 27% of all consumers nationally.
- 35% of Texters live in a household that shopped Wal-Mart for tech items during the past year
- 20% of Texters shopped Target
Gary Meo, senior vice president, digital media services, Scarborough Research, concludes "Text messaging could be... disproportionately appealing to marketers because it delivers a young, multicultural audience... (but) texts can provide a very locally targeted vehicle for marketers wanting to reach people in the right place at the right time... "
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