Hamilton, Ontario, Jan. 31, 2007 -- Fun technology coupled with economical pricing fuel young adults' burgeoning use of text messaging, according to new research conducted by the DeGroote School of Business at McMaster University.
Worldwide users send over 1 trillion text messages each year. Forecasts call for continued growth of wireless communications especially in North America. The research shows young adults (19-25) find text messaging's instant social interaction fun, at a perceived economical cost.
The results of the study are published in this month's journal Information & Management.
"As the market continues to develop, telecommunication companies would be smart to focus on the fun of using text messaging and the low price of the medium as they build their marketing growth plans," says Nick Bontis, associate professor of strategic management at the DeGroote School of Business, McMaster University.
The researchers report that almost half of young adults surveyed had used text messaging. They send an average of 50 messages per month and spend approximately $46 US per month on mobile phone services.
Joining Bontis as co-authors are Ofir Turel, a PhD candidate at the DeGroote School of Business, McMaster University, and Alexander Serenko, assistant professor of management information systems at Lakehead University in Thunder Bay, Ontario.
McMaster University, a world-renowned, research-intensive university, fosters a culture of innovation, and a commitment to discovery and learning in teaching, research and scholarship. Based in Hamilton, the University, one of only four Canadian universities to be listed on the Top 100 universities in the world, has a student population of more than 23,000, and an alumni population of more than 115,000 in 128 countries.
Television Editors - Live interviews with Nick Bontis can be arranged using the DeGroote School of Business's broadcast studio. Call Julia Thomson 905-525-9140 ext. 27436 to schedule airtime and book a live feed from campus.
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