For Consumer Product Strategy Professionals

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	September 26, 2008 SMS Messaging Breaking Past the "20 Generating 80" to Drive Volume by Julie A. Ask with Lauren Jesuitus

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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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