Healthcare Marketing: When Creating Mobile Marketing Strategy, It’s Important to Consider the Heavy Users

African-Americans, Hispanics, women, southerners and teens talk and text on their cellphones more than others.

African-Americans average 1300 minutes per month on their cell phones, the most of any demographic.  Hispanics are second averaging 826 minutes per month.  This is compared to Caucasians who average only 647 minutes per month.

Nielsen conducted a yearlong study to determine who used their mobile phones the most.  In their report, Mobile Usage Data, they determined that African- Americans and Hispanics also text the most.  African-Americans average 780 messages a month with Hispanics averaging 767 per month.  Caucasians average 566 texts per month.

The survey analyzed the cellphone bills of 60,000 mobile subscribers each month in the United States.  The analysis indicated women talk more than men with 856 minutes per month and 666 for men. They also text more than men averaging 661 text messages per month compared to 447 for men.

To no one’s surprise, teen’s text the most, averaging 2,779 texts per month.  The average each month for age 18-24 decreases to 1299 texts per month and 25-34 decreases even  more to an average of 592 messages.  Voice usage is more uniform with 18-24 year-olds using 981 minutes per month while 25-34 age group averages 952 minutes per month.

Additionally, southerners use more mobile minutes than those of other regions, averaging over 800 minutes per month.

As mobile marketing becomes more viable and more adopted by marketers, it’s important to identify the heavy users of their mobile devices.  The use by calls or texts varies significantly among different demographics.  Practically everyone is relying on their mobile phones to communicate and the numbers continue to increase. Mobile marketing has indeed become a mass medium. And as health care marketers discover and implement mobile marketing tactics we can know whom we are most likely to effectively reach.


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