If you know anyone under, say, 30, you know that email is less popular than texting.
Marketers have noticed. Mobile advertising is getting huge. From TechCentral:
…mobile device users are addicted to their devices. Nokia reported at MindTrek 2010 that the average person looks at their phone 150 times a day, or once every six-and-a-half minutes of every waking hour.
“Coca-Cola’s global strategy is 70:20:10. Seventy percent of its digital spend goes to mobile messaging — MMS and SMS — 20% to mobile Web and only 10% to apps,” says [journalist Tomi] Ahonen.
For some reason, a text has more impact than an email:
A study conducted in New Zealand found that the average e-mail is read 48 hours after it is sent, while the average SMS is read in four minutes. “SMS is literally 720 times faster than e-mail in message-opening throughput.”
Maybe that’s just New Zealand. (They’re weird down there.) But I don’t think so. I know that I tend to jump when a text comes through, while I let my inbox fill up for hours and hours.
So email — which not too long ago represented the fastest, most efficient way to communicate — now lags in effectiveness to texting.
What happens when texting starts to seem too slow?