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September 26, 2008 SMS MessagingBreaking Past the "20 Generating 80" to Drive Volumeby Julie A. Ask
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Executive Summary
In 2007, 363 billion text messages were sent and delivered in the US, but the majority of messages were sent by relatively few subscribers.
Key Questions
- How does use and adoption of messaging services vary among cell phone users today?
- What is inhibiting adoption by both young and more mature adults?
- What can wireless carriers do to drive both higher usage and adoption by age segments?
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