Popularity scale, quotas and statistics
Meanwhile, more and more industries recognize that their customers are individualists and want to be treated as such. In terms of customer experience, this means putting the old demographic-values-thinking into the background and paying more attention to personal preferences and interests. Using cookies and artificial intelligence, which are used to evaluate consumer behavior, companies analyze, for example, who visits which websites when, clicks on products and buys. Likewise, SMS and MIM can provide valuable feedback about the user. At this point, combining both messaging services provides the most meaningful data – and thus in turn clues as to which communication tool is suitable for which target group.
The reception quota for SMS is only higher because it works web-independent and the infrastructure of mobile networks has been almost completely covered for decades, even internationally to more remote regions where fiber optic cable is still a foreign term. In fact, the mobile phone is always present in our generation. You are more likely to forget the house key or to turn off the oven than leave the beloved phone behind.
But does this reckoning really work out? Anyone who has chatted abroad by roaming knows better. The fact is that both the SMS service itself as well as most MIM apps cost no money as such. Costs only occur when used or when messages are sent: cost per SMS on one hand and cost per data consumption on the other. Whether you have an SMS flat rate or surf flat rate – in the end, you always have to pay, in the case of MIM even when you receive messages, because the available data volume is also used for this. This is a point that many users forget. Only when abroad they change to SMS, because this connection exists anyway, or they stick to lobbies with free Wi-Fi. Nevertheless: every MIM, every minute waiting to take a look, etc. basically costs money.
Demography or individualism?
On the other hand, the score for the most messages sent last year definitely goes to instant messages. Simply because these are supposedly free and therefore texted without hesitation. 10 emojis are easily sent individually, while in an SMS the 160 characters are used as effectively as possible to save unnecessary costs.
Ultimately, the target group decides for itself which communication is best. For example, it’s not really surprising that the 60+ generation prefers to rely on the tried and tested SMS, and the youth prefer instant chats. However, only one trend can bee seen exclusively on the basis of age groups: namely, that growing up with internet and mobile communication creates higher affinity.
Hobbies, questions of trust, lifestyle etc. are far more important than demographic values such as gender, education, income and origin. Hence, companies that maintain a clearly structured customer segmentation know through the help of detailed data collection which communication tool they have to use to reach their users.
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