If you go by data from the Centers for Disease Control and Prevention’s National Center for Health Statistics (NCHS), landline telephones in America are disappearing. In the past seven years, the number of people across the country who have discarded their landline telephones in favor of mobile phones has grown from less than five percent to nearly 25 percent — and that trend not only continues to increase, but is doing so at an ever-increasing rate.
In other words, today 75 million family phones nationwide are cellular-only, and at the current rate of change, it won’t be much longer before that figure doubles.
The trend obviously bodes well for text marketing companies, like Qittle.com, a mobile marketing company, with its head office in Aspen, Colorado. Qittle.com founder, Casey McConnell, says that for advertisers planning SMS marketing campaigns, there are other interesting sets of numbers that needs to be noted, specifically those that relate to the hot spots of the wireless-only movement.
Oklahoma, for instance, was the nation’s leader in 2007 of homes that used mobile phones exclusively over landline, at a rate of one in every four households. At the low end, with just 5 percent wireless-only, was Vermont.
That information is important when you’re planning a nationwide text marketing campaign that targets households. When you know that Oklahoma (or other states including Utah, Nebraska, Arkansas and Idaho) have some of the highest home cell phone to landline phone ratios in the country, it provides a natural lead as to where you should direct a higher proportion of your opt-in awareness budget.
The converse holds true too. States with the lowest 2007 percentages of households using mobile over landline phones (all hovering at around 5 percent) include Delaware, Vermont, Connecticut, Rhode Island and Montana. Until those statistics change, any mobile marketing campaigns directed at households using wireless-only phones in those states would of necessity be limited.