#研究分享#【英国人使用SMS多于即时通讯信息?】

#研究分享#【英国人使用SMS多于移动即时通讯?】德勤指出,超过八成、18至34岁的受访者依然使用SMS,使用移动即时通讯的用户主要基于亲朋也使用、可在Wi-Fi下使用、比SMS更平宜等原因;另外,SuperAwesome指出,8-12岁的儿童、13-18岁的青少年反而喜欢使用即时通讯服务。http://www.looooker.com/archives/10304

原文标题:UK Millennials Most Likely to Mobile Message Their Mates:Mobile instant messaging gains ground in the UK, particularly among millennials

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Mobile instant messaging (MIM) apps, or “chat apps” as they are more commonly known, are a big deal in the UK, as they are worldwide. According to several sources, more chat app messages were sent in the UK in 2013 than SMS messages. Deloitte, for example, estimated that 145 billion SMS messages were sent in the UK in 2013 vs. 160 billion instant messages.

 

Despite such impressive volumes, chat apps are actually less commonly used across the UK population than SMS. Deloitte’s “Global Mobile Consumer Survey 2014, UK edition,” published in September 2014 with polling conducted by Ipsos MORI in May, found that across all age groups, more mobile phone users in the UK used SMS than MIM. However, those who were most likely to use such services fell into the millennial category—broadly defined as those ages 18 to 34. Fully 45% of 18- to 24-year-olds surveyed said they’d used a MIM service in the past seven days, and a further 42% of 25- to 34-year-olds had done so.

Much of this usage is being fueled by peer considerations, above even cost savings. The Deloitte study also asked why respondents used MIM services, and the most cited reason was that friends or family were using it—56%, vs. 44% who said it was because it was cheaper than sending SMS.

While SMS volume has already been surpassed by messaging app messages, it’s entirely plausible that the overall popularity of SMS may be overtaken by chat apps in the near future. December 2013 data from UK kids discovery platform SuperAwesome found that large percentages of kids and teens in the UK were using chat apps regularly—46% of 8- to 12-year-olds and 51% of 13- to 18-year-olds had used WhatsApp, for example. Only 2% of the teen respondents hadn’t used any type of chat app.

链接:http://www.emarketer.com/Article.aspx?R=1011204

 


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