A Look at Teen Texting Behavior

UCalling Yesterday, Texting Today, Using Apps Tomorrow

If it seems like American teens are texting all the time, it’s probably because on average they’re sending or receiving 3,339 texts a month. That’s more than six per every hour they’re awake, and an eight percent jump from last year.

Using recent data from monthly cell phone bills of more than 60,000 mobile subscribers as well as survey data from over 3,000 teens, The Nielsen Company analyzed mobile usage data among teens in the United States for the second quarter of 2010 (April 2010 – June 2010).

No one texts more than teens (age 13-17), especially teen females, who send and receive an average of 4,050 texts per month. Teen males also outpace other male age groups, sending and receiving an average of 2,539 texts. Young adults (age 18-24) come in a distant second, exchanging 1,630 texts per month (a comparatively meager three texts per hour).

The undeniable area of growth is in data usage: 94 percent of teen subscribers self-identify as advanced data users, turning to their cellphones for messaging, Internet, multimedia, gaming, and other activities like downloads.

While teen usage does not reach levels of activity seen by young adults, it has increased substantially compared to the second quarter of 2009, from 14 MBytes to 62 MBytes.

U.S. Teen Mobile Report: Calling Yesterday, Texting Today, Using Apps Tomorrow

What Does Text Message Actually Cost a Heavy Teen User?

The frivolous answer to the question "what does text messaging cost a teenager" is "nothing," because a parent is paying. Perhaps a better way to phrase the question is "what does text messaging cost the parental unit paying for the service?"

Nielsen might have an answer. The research firm analyzes more than 40,000 mobile bills every month to determine what consumers actually are spending. The results suggest "staggering" levels of usage.

American teenagers are consuming 3,146 messages a month, which translates into more than 10 messages every hour of the month that they are not sleeping or in school.

Even the under-12 users aer sending 1,146 messages per month, which is almost four text messages per waking hour that they are not at school.

One thought you already should be having is that there is no way usage at that level is occurring on an "a la carte" basis. And you are right. Only a very small percentage of people who text message are doing so on a pay-as-you-go basis, which typically means a 20-cent per message rate.

Most users have buckets of usage. Because of that, most users are paying about one cent for each message.

From the first quarter of 2008 to the third quarter 2009, the effective price of a text message has decreased by 47 percent, in large part because so many users now are on unlimited or heavy texting plans.

Lower European Mobile Data, Texting Prices

Ofcom Chief Executive Ed Richards is lobbying European Commission telecom regulators to slash the allowed prices of international text messaging and mobile Internet access, says Jonathan Prynn, Evening Standard reporter. It appears Richards has in mind prices lower than currently offered by mobile operator O2. O2 charges £3 for one megabyte of data transferred.

So it appears Richards seeks prices significantly lower than the £4.11 per megabyte level that tends to be the average now. European mobile carriers probably will hope to stave off such regulation by voluntarily dropping their tariffs in time for an announcement at Mobile World Congress meeting in February.

The moves would be good for consumers, and obviously financially damaging for carriers. As always is the case, the lower tariffs also would make it harder for upstart competitors to grow their companies by undercutting the high tariffs.

T-Mobile USA: Strong Quarter

Of the four largest U.S. mobile carriers, all but Sprint seem to be posting strong gains. T-Mobile USA says it had added 857,000 net new customers during its most-recent quarter. Average revenue per user also was up to $53 in the quarter, rom $52 in the third quarter of 2006.

Operating income was up 15.1 percent compared to the same quarter of 2006, while churn was down to 2.0 percent from 2.3 percent in the third quarter of 2006.

Contract customer net additions in the third quarter of 2007 made up 65 percent of customer growth, down from 80 percent in the second quarter of 2007 and 96 percent in the third quarter of 2006. Prepaid additions are the reason.

Contract customers represented 84 percent of T-Mobile USA's installed base.

Blended churn, including both contract and prepaid customers, was 2.9 percent in the third quarter of 2007, up from 2.7 percent in the second quarter of 2007 and down from three percent in the third quarter of 2006.

Blended ARPU was $53 in the third quarter of 2007, the same as the second quarter of 2007 and up from $52 in the third quarter of 2006.

Contract ARPU was $57 in the third quarter of 2007, the same as in the second quarter of 2007 and up from $56 in the third quarter of 2006, driven by increasing data services revenues.

Data services revenues were $666 million in the third quarter of 2007, representing 15.4 percent of blended ARPU, or $8.10 per customer, compared to 14.7 percent of blended ARPU, or $7.80 per customer in the second quarter of 2007, and 11.3 percent of blended ARPU, or $5.90 per customer in third quarter of 2006.

Text messaging still is the most significant driver increasing data ARPU. The total number of short message service and multimedia messaging service messages increased to almost 21 billion in the third quarter of 2007, compared to 18 billion in the second quarter of 2007 and 10 billion in the third quarter of 2006.

Media, Voice, Mobile, Broadband Tipping Points

In a historic first, online media companies collectively will sell more ads in local markets this year than such individual hometown media as newspapers, broadcasters and yellow pages, says Borrell Associates. That's a tipping point, a stage of development when critical mass for some new phenomenon is reached.

Five years ago business phone systems hit a tipping point: most new systems were IP-capable. A couple years ago another tipping point was reached and new phone systems mostly are IP-only. These days most new phone sales are for IP systems.

Likewise, Internet usage and access hit similar tipping points earlier this decade. Most people now use the Internet, and that wasn't true 10 years ago. Also, there was a tipping poin when broadband caught and then surpassed dial-up access as the dominant access medium.

Then there was some tipping point reached where access speeds accelerated beyond the "affordable mass access in the hundreds of kilobits per second range" to "affordable mass access in the megabits per second range."

You can see tipping points for text messaging and mobile phone use as well, even though it is only within the last decade that most people started carrying mobile phones and only within the last five years that most younger users began texting heavily, dragging older users along with them.

One watches for tipping points for all sorts of practical reasons, including evidence that it now is time to restructure the way marketing, sales, production, business models, distribution, industrial design, menus and all sorts of very practical things get done.

And the point is that all media are approaching tipping points of their own, and for reasons largely analogous to how communications is changing because of Moore's Law, IP, peer-to-peer, cheap storage, optical fiber, wireless and Web services.

In the newspaper local advertising area, a new tipping point appears to have been reached.

Online-only media companies will have claimed 43.7 percent of the $8.5 billion spent in 2007 on local advertising, usurping the long-time lead of newspapers. While newspapers three years ago controlled 44.1 percent of the local market, they will capture only 33.4 percent of sales this year.

The growth of the online media companies “came mainly at the expense of newspapers and yellow pages publishers,” who have lost a combined 19.6 points of local advertising share in the last three years, says Borrell.

Having spent some time working at newspapers, as well as at publishing companies with multiple products, a concrete way to view tipping points is the impact on structuring of sales forces.

Typically, newspapers and other local media try to build their online businesses by selling new media to their legacy customers. Sometimes they try to use a single sales force to sell online and legacy products. That doesn't work, long term.

In fact, it doesn't quite work even short term, as sales forces direct their behavior to where they can make the most money, and that never is in the emerging businesses.

So one winds up with a strategy akin to launching a Boeing 777 into the air by rolling forward slowly on a long runway. No matter what you do, you crash at the end, because there never is enough runway if you don't get your airspeed up pretty quickly.

Companies that rely on their legacy sales forces to sell the new products--even though it seems logical--will crash their planes at the end of the runway. The only way to succeed is to cut the cord. Build separate sales teams with separate incentive structures; not "converged" sales teams.

One does not "incrementally" jump a very wide ditch. One leaps. One makes it or not. But it can't be done incrementally and slowly.

Teens IM; Adults Send Email

About 25 percent of surveyed respondents send IMs from their cell phones, including one in three (32 percent) teens, according to the second annual AP-AOL Instant Messaging Trends Survey.

Keyboards make a difference, it seems. So do social networking services and the IM providers themselves, all of which now support IM-over-mobile capabilities. All of the major instant messaging services also let users have their instant messages forwarded directly to their cell phones when they're on-the-go. In addition, IM users are instant messaging from within their social networking profiles.

Workplace use also is becoming commonplace. More than one in four (27 percent) users say they use instant messaging at work. Further, half of at-work IM users say that instant messaging makes them more productive at work, a 25 percent increase over last year.

More than half (55 percent) of teen IM users have used instant messaging to get help with their homework. This is a 17 percent increase over last year. Meanwhile, 22 percent of teens say they have sent an IM to ask for or accept a date.

Forty-three percent of teen IM users say they have used instant messaging to say something they would not say to someone in person. Teenage girls are more likely than boys to do so. Nearly half of teenage girls surveyed have used instant messaging to say something they would not say in person, compared with just over a third of teenage boys.

Teens today are more likely to upload photos (42 percent in 2007 vs. 34 percent in 2006) while instant messaging. They are less likely to conduct online research for school (57 percent vs. 63 percent) or update their blog or social profile (33 percent vs. 42 percent) while sending IMs.

Nearly three in four teens (70 percent) and one in four adults (24 percent) send more instant messages than emails.

IM users tend to engage in multiple online activities while sending instant messages. Checking email is the most popular activity among eight in ten adult and teen IM users. After email, adult IM users most often conduct online searches (49 percent), while teens say they like to research homework assignments online (57 percent).

Nearly four in five (79 percent) at-work IM users say they have used instant messaging in the office to take care of personal matters. One in five (19 percent) IM users say they send more instant messages than emails to their co-workers and colleagues.

Heavy Text on iPhone? Not so Accurate

You probably would have guessed this would be the case: User Centric, Inc., a Chicago-based usability consultancy, says iPhone owners can enter text just as rapidly as a BlackBerry user can, but the error rate for iPhone users is higher, and significantly higher for longer messages.

While iPhone owners made an average of 5.6 errors/message on their own phone, hard-key QWERTY owners made an average of 2.1 errors/message on their own phone. Nor does it appear experience makes that much difference. Though User Centric found that experienced iPhone users could type faster, they made as many mistakes as users who never had touched an iPhone before.

Participants who had previously not used either a hard-key QWERTY phone or an iPhone also were significantly faster at entering text messages on the hard-key QWERTY test phone than on the iPhone. These participants also made significantly fewer errors on the hard-key QWERTY than on the iPhone.

Numeric phone owners made an average of 5.4 errors/message on the iPhone, 1.2 errors/message on the QWERTY test phone, and 1.4 errors/message on their own phone.

The study involved data from 60 participants who were asked to enter specific text messages and complete several mobile device tasks. Twenty of these participants were iPhone owners who owned their phones for at least one month. Twenty more participants were owners of traditional hard-key QWERTY phones and another twenty were owners of numeric phones who used the “multi-tap” method of text entry.

Each participant entered six fixed-length text messages on their own phone.
Non-iPhone owners also did six messages each on the iPhone and a phone of the “opposite” type.

The opposite phone for numeric phone owners was a Blackberry and for hard-key QWERTY phone owners it was a numeric Samsung E300 phone. Some participants did additional tasks, including a contact search and add contacts, as time allowed.

iPhone owners entered six text messages on their own phone. They also typed two pangrams – a sentence that includes every letter in the English language at least once – and one corpus – a set of characters that represents the exact letter frequencies of the English language. These tasks were included to ensure that participants experienced the various phone keyboards in a thorough manner. iPhone owners also completed tasks involving text correction, contacts, and visual voicemail

Non-iPhone owners entered a total of 18 text messages – six each on their own phone (hard-key QWERTY or numeric phone), the iPhone, and the “opposite” phone (numeric test phone for QWERTY phone owners, hard-key QWERTY test phone for numeric owners). These participants also entered two pangrams and one corpus on their own phone and completed the contact list tasks if time was remaining.

As it turns out, subjects preferred hard keys for texting. “Not only was their performance better,” says Jen Allen, User Centric user experience specialist, “their rankings and ratings of the phones indicated that they preferred a hard-key QWERTY phone for texting.”

Participants rated the hard-key QWERTY phone highest out of all three phones for ease of text messaging. The hard-key QWERTY phone was also most frequently ranked first out of the three phones by the numeric and QWERTY users. Overall, the hard-key QWERTY phone was ranked first in text messaging by 85 percent of users.

The iPhone was ranked second by 60 percent of these users. None of the hard-key QWERTY phone owners ranked the iPhone first for text messaging and only three numeric phone owners ranked the iPhone first.

In general, hit rates for all keys on the iPhone keyboard were consistently 90 percent or higher. The average hit rate was about 95 percent.

But participants repeatedly pressed certain keys when they intended instead to press other adjacent keys. Several iPhone keys had high error rates: Q (66 percent), P (27 percent), J (22 percent), X (21 percent), and Z (15 percent). In contrast, the median false alarm rate across the iPhone entire keyboard was 5.48 percent.

iPhone keys with the highest false alarm rates were those in close proximity to the five most frequently used letters in the English language: E, T, A, O, and I.

In addition to the high false alarm letters listed above, other false alarm letters included W (10 percent), R (6.5 percent), Y (8.7 percent), and S (6.0 percent), which are also adjacent to high-frequency letters.

B (8.2 percent) also had a high false alarm rate, potentially because of its location near the letter N (which is the sixth most frequent letter, User Centric says.

On the hard-key QWERTY keyboard, the hit rates for all keys were above 97 percent, except for V (96 percent). Additionally, the false alarm rates for keys on this keyboard were below three percent, with the exception of Q (8 percent).

Performance on the keyboard was much better than on the iPhone keyboard. The letters with higher false alarm rates were similar on both keyboards, involving many of the 5 least frequently used letters in the English language, such as Q, Z, V, and B.

Also, the Q and P keys were problematic for users of both keyboards, suggesting that the issue for these keys arises from their location near the top edges of the keyboards.

Participants made different types of errors on the iPhone and the hard-key QWERTY phones.

The majority of errors made on the iPhone involved substituting a nearby letter for the intended letter. However, on the QWERTY phone, participants made more insertion and omission errors than substitution errors.

Also, many of the substitution errors that were made on the QWERTY keyboards involved swapping the order of the correct letters in the words, such as typing “stomr” instead of “storm”.

Compared to hard-key QWERTY devices, the iPhone may fall short for consumers who use on their mobile device heavily for email and text messaging, says User Centric.

The iPhone was clearly associated with higher text entry error rates than a hard-key QWERTY phone.

The finding that iPhone owners made more texting errors on iPhones than their hard-key QWERTY counterparts (on their own QWERTY phones) suggests that the iPhone may have a higher fundamental error rate. The iPhone’s predictive and corrective text features do alleviate some of the errors users make while texting, but it does not catch them all.

The touch screen obviously is an elegant interface for some tasks. It just doesn't appear to be the best interface for all tasks. Mutlitap and touch screen will work fine for many people. Others will find QWERTY keyboards the only way to go.

Why Do People Text Each Other?

In many markets, the cost of doing so is far less than the cost of making a voice call, says LirneAsia. And it is the relative cost of SMS compared to a minute of voice, for example, which drives texting, more than the absolute cost of sending an SMS (See Brough Turner's blog).

"What matters really is the relative cost of sending an SMS; for instance, in the Philippines, for a Smart TnT prepaid mobile user, a one minute call is about 5.5 times more expensive. In Pakistan, for a Jazz Budget prepaid mobile user, the ratio is about 2.1. In India, where SMS use at the BOP was seen to be the lowest (among the countries studied), the ratio was 1 – i.e, a one minute call and an SMS are the same price (so why would you bother SMSing if that were the case?)."