Text Messaging Norms
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Transcript of Text Messaging Norms
TextMessagingNormsAStudyByBurntToastResearch
TableOfContentsSectionI:BackgroundResearchObjectivesMethodologyLimitations
SectionII:KeyFindingsSectionIII:FindingsSectionIV:Conclusion&Recommendations
Background
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BACKGROUND
BurntToastResearchsoughttounderstandthemotivationsbehinduserswhotextmessage,aswellasidentifybehaviorpatternsandestablishcentralthemeswithinmoderninterpersonalcommunications.Ourresearchutilizedqualitativemethodstogaininitialperspectivesandproceededintoquantitativeanalysistoconfirmourhypotheses.
RESEARCHOBJECTIVES
• Tovalidateourfindingsfromthequalitativeprojectwithstatisticalsignificance
• Todetermineiftextingisbecomingthenewnormversustraditionalmeansofcommunicationandtheimpactsthishasonthefutureofmarketing
• Toevaluateandinterpretthediscrepanciesand/orsimilaritiesthatmayexistbetweengendersandagegroupswhenitcomestotextmessaging
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METHODOLOGY
Wesurveyed261activetextmessageusersbasedonsevenpre-definedagegroupsthatwerelaterreduceddowntothreeagegroupsforanalyticalpurposes.SurveysweredesignedandanalyzedbyCSULBBusinessMarketingstudents.ThesurveysweredistributedandcollectedbetweenMarch7thandApril9th,2016.OuranalysiswasconductedusingIBM'sanalyticssoftware,SPSS,tocompileandcalculatetheobtaineddata.
LIMITATIONS
Althoughwefoundseveralkeyfindingsandgeneralfindingsasaresultofourresearch,ourfirmrecognizesvariouslimitationsthewereunpreventableinourresearch.Someinformationregardinggender("Other")wasnotapplicableandhadtoberemovedtoavoidoutliers.Ouragegroupshadtobereducedinordertoestablishthesignificanceinourfindingswhichbroadenedthegroupsweevaluated.Sexualorientationwasnotconsideredinthisresearchandcouldhaveprovedvaluablewithsuchconsideration.Thesamplesizewasmoderate;however,webelievealargersamplesizecouldhaveprovidedmoreaccurateresults.Thesampleselectionwasbiasedasitisaconveniencesampleandnotrandom.
KeyFindings
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KeyFindings
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• Thereisanobviousneedforanabundanceofdatatobeabletomanageappsandothertoolsofeverydaylife.OurFindingsshowthat67%ofrespondentswouldprefertohaveunlimiteddataversusunlimitedtexting
• Theresultsfromtheresearchsuggeststhatmostoftherespondentsspend45percentorlessontextingfordailyinterpersonalcommunication.Althoughthemajorityofcommunicationisnottexting,wehavetoconsiderthattheother55%issharedwithvarioussourcesofcommunication.
• Inthisdataset,weseethatFacebookismostpopularoftheappsusedforcommunication.90percentofrespondentsofuserssuggesttheydonotuseTwitterforcommunication,despitehavingover310millionactiveusersasofQ12016.
• Ourresearchresultsshowthat71percentofrespondentslookattextswhentheyareouttolunchordinner,while78percentreportusingemojiswhiletexting.Wecaninferthatamajorityofthetextsbeinglookedatcontainsometypeofemojis.
KeyFindings
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• 79percentoftherespondentsreportreplyingtoatextmessagewithaspeedofatleast30minutesorless,while95percentofthosesurveyedstatetheydonotwaitanylongerthanonehourtoreplytoatextmessage.Thisindicatesthereisaneedand/orexpectationtoreplyquicklywhenreceivingatextmessage.
• Thedataillustratesthatpeoplecategorizedasboyfriendsorgirlfriendsarelikelytothefastestresponsewhentexting,whileclassmatesarelikelytoreceivetheslowestresponseofthecategories.Peoplecategorizedasimmediatefamilymembersarelikelytoreceiveanaveragespeedof5-5.2whentexting,whichindicatesagreateremphasisonprioritizingromanticrelationshipsoverotherformsofrelationshipswhencommunicating.
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Findings
Sara
Yes No
IsTexdngYourPRIMARYMethodofCommunicadon?
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Textingisobviouslythethenewnormofcommunicating,accordingtoourstudy.
Cindy
UnlimitedTexdngUnlimitedData
WouldyouprefertohaveunlimitedTEXTINGorunlimitedDATA?
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Despiteourfindingsof83percentofpeopleusingtextmessagingintheirdailylives,thedatashowsthat67percentofrespondentswouldprefertohaveunlimiteddataversusunlimitedtexting.Thereisanobviousneedforanabundanceofdatatobeabletomanageappsandothertoolsofeverydaylife,butalsorecognizethisasachangeincellularofferingsasmostplansofferunlimitedtextmessaging.ThedevelopmentofiMessagebyApplecreatedmessagingbywayofcellulardata.
Cindy
Whatpercentofyourdailyinterpersonalcommunicationisthroughtexting?
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Theresultsfromtheresearchsuggeststhatmostoftherespondentsspend45percentorlessontextingfordailyinterpersonalcommunication.Althoughthemajorityofcommunicationisnottexting,wehavetoconsiderthattheother55%issharedwithvarioussourcesofcommunication.
Cindy
WhatotherAPPSdoyouuseforcommunicadon?
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Inthisdataset,weseethatFacebookismostpopularoftheappsusedforcommunication.90percentofrespondentsofuserssuggesttheydonotuseTwitterforcommunication,despitehavingover310millionactiveusersasofQ12016.
Cindy
WhatTEXTINGAPPSdoyoucurrentlyuse?
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FacebookMessengerandSnapchatareequallythemostpopulartextingappswith60percentusageamongrespondents.20percentofrespondentsreportedusingWhatsAppandGroupme,while10percentofrespondentsuseLine,Viber,orotherappsfortexting.
Snapchat
Cindy
HowFREQUENTLYdoyouengageinthefollowingbehaviors?
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Ourresearchresultsshowthat71percentofrespondentslookattextswhentheyareouttolunchordinner,while78percentreportusingemojiswhiletexting.Wecaninferthatamajorityofthetextsbeinglookedatcontainsometypeofemojis.
Drew
HowFASTdoyoutypicallyreplytoatextmessage?
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79percentoftherespondentsreportreplyingtoatextmessagewithaspeedofatleast30minutesorless,while95percentofthosesurveyedstatetheydonotwaitanylongerthanonehourtoreplytoatextmessage.Thisindicatesthereisaneedand/orexpectationtoreplyquicklywhenreceivingatextmessage.
Drew
HowFASTdoyoutypicallyREPLYtothefollowingcategoriesofpeople?(SLOW=1,FAST=7)
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Thedataillustratesthatpeoplecategorizedasboyfriendsorgirlfriendsarelikelytothefastestresponsewhentexting,whileclassmatesarelikelytoreceivetheslowestresponseofthecategories.Peoplecategorizedasimmediatefamilymembersarelikelytoreceiveanaveragespeedof5-5.2whentexting,whichindicatesagreateremphasisonprioritizingromanticrelationshipsoverotherformsofrelationshipswhencommunicating.
Drew
QuickResponsesFullConversadonsBoth
Doyoutextforquickresponsesorforfullconversadons?
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Mostrespondentsprefertousetextmessagingforbothquickresponsesandfullconversations,whileonly5percentofthosesurveyedsuggestedusingtextmessagingforfullconversationsonly.Sinceusingbothwouldincludequickresponsesandfullconvos,wecansay
Drew
HowIMPORTANTtoyouarethefollowing?
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Onaverage,respondentsbelievedsocializinginpersonandengaginginface-to-facesocialactivitiesweremoreimportantthantexting,ortalkingonthephone.Thissuggeststhattech-basedmediumshasn'tcompletelyreplacedmoretraditionalmeansofcommunicatingandpeoplestillvaluedtheintimacyphysicalinteractions.
Drew
HowImportantToYouAreTheFollowing?
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Accordingtoourdata,usingcorrectspellingwasmostimportanttooursubjectsonaverage,andgrammarcominginsecond,versustheotheroptionswhichincludedusingreadreceipts,beingtheleastimportant.Thiscouldprobablybeexplainedbythemajorityofeducatedrespondentsinoursample.
Drew
ICan'tAFewMinutesAFewHoursAFewDaysAFewWeeksAFewMonthsMoreThanaFewMonths
HowLongCanYouGoWithoutTexdng?
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Awhopping50%ofourrespondentscannotgomorethanafewhourswithouttexting!28%havetotextwithindays,totalinginover3/4ofoursamplesize.Thissuggeststhattextingreallyhasbecomeanvitalpartofourlives.
Branen
PleaseRATEyouragreementwiththeFollowingStatementsThatAreAboutYourOpinionofthePossibleWaysBUSINESSESCouldUseTexdng.
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Onaverage,respondentsfeltthatbusinessescouldpotentiallybenefitfromusingtextwithgraphics,butonlyiftheyhavesubscribedtoreceivethem,otherwiseitwouldbeintrusive.
Branen
FemaleMale
MyGenderIs:
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Afterexcluding3respondents,therewasonlyslightlymorefemalethanmalerespondents.Thisshowsthatoursamplewasgoodinrespecttoprovidinganequalrepresentationofthepopulationregardingsex.
Branen
MyAgeIs:
24
Ouroriginalsampleincluded7agebrackets,withthemostrespondentsbeingfromthe20-24agegroup.Thiscouldbeexplainedbyconsideringtheageoftheinterviewersdistributingthesurveys.
Branen
MyReladonshipStatusIs:
25
Themajorityofourrespondentsweresingleornevermarried,explainedbyconsideringthemajoritywerebetweentheages20-24,respectively.Respondentsthatwereinarelationshipormarriedcamecloseinsecond.
Branen
None1-1011-2021-3031-3940+
HowManyHoursDoYouWorkaWeek?
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Respondentswhoworked40+hoursironicallymadeup40%oftheresponse.Only13%didn'tworkatall,demonstratinganeedtointerviewmoreunemployedrespondents.
Branen 27
Myrace/ethnicityis:
WhiteandHispanic/Latinogroupswerethetoptworace/ethnicitiesthatparticipatedinthesurveysandrepresentedtwicethatoftheAsian/PacificIslandergroup.Byincorporatingmoreofarandomsample,webelieveabetterdistributionamongsttheraceswouldbepresent.
Branen
WhatIsTheHighestDegreeorLevelofSchoolYouHaveCompleted?
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Morethanhalfofourrespondentshadaformofhighereducationundertheirbelt.3%hadaMBAdegree,30%hadaBA,16%hadanAAand24%hadsomecollegecredit.Thisfurtherconfirmsourlimitationsasaresultofourconveniencesample,consideringCSULBstudentswerethedistributorsofthesurveys.
Sara
HowOpenDoYouText?
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Over80percentofourrespondentsreporttextmessagingatleastonceaday,whichindicatesarelianceusershaveincommunicatingwithothersusingcellulartechnologyasthemedium.Ofthe80percent,at31percentreporttextmessaginghourly,whichservesasaconsiderabletargetforfuturemarketingstrategies.
Sara
0-10Minutes11-30Minutes31-60MinutesMoreThan60Minutes
HowFASTDoYouTypicallyReplytoaTextMessage?
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79percentofourrespondentsreplytotextswithin0to30minutes,whichweidentifyasculturalnorm/expectationwithintextmessagingtoreplyrightaway.
Sara 31
Consideringourdatashowsthatmostpeopleprefertotextmessageoverotherformsofcommunication,wecanseethatpeoplearemorelikelytobreakthisnormtophysicallyspeaktopeoplethatarecloserinrelationshipstotherespondents.Theexceptiontothisfindingiswithbusinesseswhereweviewusersplacingcallsforinformationgatheringpurposesonly.
WhichofthefollowingpeopledoyouprefertoCALLratherthenTEXT?
Sara
0
1.5
3
4.5
6
Texdngisessendalinmydaytodaylife
Iamdisappointed
whensom
eonedoesn'ttextbackright
away
Ionlyliketotextcertainpeople
IfeelappreciatedwhenIreceiveatext
message
Texdngisaquickandeasyw
aytogetanansw
ertoaquesdon
Iwouldrathertext
thancallafriend
Iopencheckmyphone
toseeifsomeonehas
textedme
Texdngsavesmedm
ethroughouttheday
IfeelbadwhenIdo
nottextbackim
mediately
3.8
5.04.7
4.3
5.4
4.55.1
4.0
5.1
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Pleaseindicatewithyourdegreeofagreementwiththefollowingstatements.(Stronglydisagree=1,Stronglyagree=7)
Sara
HowOpenDoYouIGNOREamessage?
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Accordingtoourdata,themajorityofpeoplealmostneveroronlyignoreamessageonceortwiceaweek.Thatsayspeopleareprettyconsistentandconsiderateregardingresponse,insinuatingthatanyignoringmorethanthatwouldbeconsidered"notthenorm"and/orpossiblyrude.
Sara
0
1.5
3
4.5
6
Iprefertexdngoverothermethodsofcom
municadon
Icanconveymyem
odonseasilythroughtext
IreadtextsIreceiveim
mediately
Texdnginfrontofothersisrude
Isomedm
eshavedifficulty
understandingthetoneofatext
Texdngisthemost
convenientformof
communicadon
IusetexdngtodelivermessagesIfinddiffi
culttocom
municateinperson
Ibelievetexdngeffecdvelyreplacestradidonalform
sofcom
municadon
Ifeellikesomeoneisn't
interestedinmew
hentheytextw
hileweareout
together4.8
3.93.7
4.94.4
5.24.5
3.94.6
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CIRCLEthenumberthatBESTreflectshowyouagreeordisagreewitheachstatement?(Stronglydisagree=1,Stronglyagree=7)
24andUnder24-3435andUp
DoYouTextForQuickResponsesorForFullConversadons?*
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Thedatashowsthatmostpeopledonotusetextmessagesjustforfullconversation;However,itdoesreportsthatpeopleages24&underand24-34equallyusetextmessagingforbothquickresponsesaswellasfullconversations.Thissuggeststhatpeopletextfullconversationsonlywhencircumstantial.
*p<0.05
24andUnder25-3435andUp
HowLongCanYouGoWithoutTexdng?*
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Thedatashowsthatmorethanhalfofpeopleages24andundercannotgomorethanafewhourswithouttexting.Samecanbesaidfortheotheragegroups,whichimpliesthatmostpeople,whotypicallyareuparound13-17hours,can'thelptochecktheirphoneatleast7timesaday.
*p<0.05
24andUnder25-3435andUp
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HowFREQUENTLYdoyouengageinthefollowingbehaviors?Answer:Useemojiswhiletexdng.*
Asurprising97percentofpeopleages34andunderreportusingemojiswhiletexting,regardlessofgender.Thisimpliesamajorwantforfunandpersonalizedtexting.
*p<0.05
LookatTextsWhenIamOuttoLunchorDinnerwithOthers
24andUnder25-3435andUp
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Thedatashowsthatonly8percentofpeopleages34andunderneverlookatatextwhenouttolunchordinnerwithothersandonly5percentofpeopleages35andupneverlook.Thedataclearlydemonstratesacompulsivenesswithcheckingtheirtechnologydespitebeingpresentinfrontofothers.
*p<0.05
24andUnder25-3435andUp
IsTexdngYourPRIMARYMethodofCommunicadon?*
*p<0.05
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Thedatashowsthatageisasignificantdeterminantofpeopletextingastheirprimarymethodofcommunicationwith93percentofpeopleaged24&underand68percentofpeopleaged35&updoingthesame.Thedecliningtrendshowstherelationshipbetweenageandtextingasaprimarymethodofcommunication
Perez
HowOpenDoYouIGNOREaTextMessage?*
24andUnder25-3435andUp
*p<0.05
40
Peopledaged35andupshowahigherregardtoreplyingtotextmessagesas41percentreporttoneveroralmostneverignoreatext;however,peopleaged25-34yearsoldaremorelikelytoignoreamessageatleast1-2timesaweek,showingthecasualnessofignoringamessage.
Perez
24andUnder25-3435andUp
HowOFTENdoyoutext?*
*p<0.05
41
Morethanhalfofpeopleages25&uptextperiodicallythroughouttheday,while42percentofpeopleages24&undersaytheytextmessagehourly.
24andUnder25-3435andUp
WhichofthefollowingpeopledoyouprefertoCALLratherthanTEXT?Response:Parents*
*p=n.s.
42
Mostpeopleactuallydonotprefertocalltheirparents.Thedifferencebetweenpeoplewhoprefertocalltheirparentsandthosewhodonotis64%forages24&under,52%forages24-34,and60%forages35andup.
Perez
HowFASTDoYouTypicallyReplytoaText?*
24andUnder25-3435andUp
*p=n.s.
43
Themajorityofpeoplewilltypicallyreplytoatextmessagewithin30minutesofreceivingitwhileveryfewpeoplewilltakemorethananhourtoreply.98percentofMillenialssuggesttheydonotspendmorethan60minutestoreply,whichcomparesverycloselytothe97percentofpeopleaged25-34whoreportthesame.
Fitzgerald
24andUnder 25-34 35andUp
HowOpenDoYouIgnoreaTextMessage?*
*p<0.05
44
35yearoldsanduparetwiceaslikelytoreplytoatextmessagethanpeople24yearsoldandunder.
24andUnder25-3435andUp
WhatPercentofYourDailyInterpersonalCommunicadonisThroughTexdng?*
*p<0.05
45
Peopledonotcommunicatethroughtextmessagingasoftenasyouwouldthink.Majorityofpeoples'dailyconversationsviatextmessagerangesbetween16%and45%
24andUnder25-3435andUp
WhatotherAPPSdoyouuseforcommunicadon?Response:Instagram*
*p<0.05
46
Thereisasignificantdifferencebetweenageandappusagewith78%ofpeopleages24&under(GenY)sayingtheyuseInstagramtocommunicateandonly36%ofpeopleages35&up(GenX)useInstagramtocommunicate.
24andUnder25-3435andUp
WhatotherAPPSdoyouuseforcommunicadon?Response:Snapchat*
*p<0.05
47
Peopleages24&under(GenY)arealmostfourtimesaslikelytocommunicateviasnapchatthanpeopleages35&up(GenX)
SingleNeverMarriedMarriedDivorcedInaReladonshipEngagedOther
WhatotherAPPSdoyouuseforcommunicadon?Response:Instagram*
*p<0.05
48
WhenitcomestousingInstagram,thereisnostatisticallysignificantdifferencebetweenpeoplewhoaresingleandpeoplewhoareinarelationship
FemaleMaleOther
Howopendoyoutext?*
*p<0.05
49
Accordingtoourresearch,malesaretwiceaslikelytotextperiodicallythroughoutthedayversusperiodicallythroughouttheweek.Females,however,arenotonlymorelikelytotextperiodicallythroughoutthedaythanmalesbutalsoarethreetimesaslikelytotextmessageperiodicallythroughoutthedayversusperiodicallythroughouttheweek.
IprefertexdngoverothermethodsofcommunicadonIcanconveymyemodonseasilythroughtextIfeellikesomeoneisn'tinterestedinmewhentheytextwhileweareouttogether
CirclethenumberthatBESTreflectshowyouagreeordisagreewitheachstatement.(StronglyDisagree=1,StronglyAgree=7)*
*p<0.05
Fitzgerald 50
Femalesareequallylikelytoagreethattheycanconveytheiremotionseasilythroughtextaswellasfeelasthoughsomeoneisnotinterestedinthemifapersontextmessageswhileincompany.Thisagreeswiththefactthattheyalsoprefertextingoverothermethods.
Friendsofthesamegender Classmates
HowFASTdoyoutypicallyREPLYtothefollowingcategoriesofpeople?(Slow=1,Fast=7)*
*p<0.05
Fitzgerald 51
Youngerpeopleaged24yearsandunderrespondbacktoclassmatesslightlyslowerthanthetwoolderagegroups,whichindicatesaperhapsincreaseinmaturityorreliabilityasonegetsolder.Ontheotherhand,peoplereplybackataslightlyslowerratetofriendsofthesamegenderastheygetolder.
Texdngisessendalinmydaytodaylife IonlyliketotextcertainpeopleIwouldrathertextthancallafriend IopencheckmyphonetoseeifsomeonehastextedmeTexdngsavesmedmethroughouttheday
Pleaseindicateyourdegreeofagreementwiththefollowingstatements.(StronglyDisagree=1,StronglyAgree=7)*
*p<0.05
Fitzgerald 52
Oftheseparateagegroups,25-34yearoldsaremorelikelytoutilizetextmessagingasaformofcommunicationastheybelievetextingsavesthemtimethroughouttheday.Theyoungeragegroupsaremorelikelytochecktheirphonesthroughoutthedaytoseeifsomeonehastextedthem,whiletheolderagegroup(35andup)arelessencouragedtotextmessageratherthancallafriend.
Receivingtextsthataremorethanoneword UsingemojistoexpressemodonsOnlyreceivingtextsduringwakinghours
Pleaseindicateyourdegreeofagreementwiththefollowingstatements.(StronglyDisagree=1,StronglyAgree=7)*
*p<0.05
Fitzgerald 53
Onaverage,respondents35andupvaluedtheirsleepmorethantheyoungeragegroups,especiallythe25-34agegroup.Therespondents24andundervaluedamorelengthyresponsethantheotheragegroups.
Cindy
IprefertexdngoverothermethodsofcommunicadonIcanconveymyemodonseasilythroughtextIfeellikesomeoneisn'tinterestedinmewhentheytextwhileweareouttogether
CirclethenumberthatBESTreflectshowyouwellagreeordisagreewitheachstatement.(StronglyDisagree=1,StronglyAgree=7)*
*p<0.05
54
Peopleaged35andupheldasignificantlyloweragreementwitheachofthereferencedstatementswhencomparedtotheothergroups.Ontheotherhand,peopleaged24andunderweremostlikelytoagreewiththestatement"Ifeellikesomeoneisn'tinterestedinmewhentheytextwhileweareouttogether,"whichindicatesperhapsagreateremotionalsensitivityamongthissegment.
Cindy
HowImportantAretheFollowing?Response:TexdngMyFriends*
*p<0.05
55
Ofallthecategories,theseparategroupsshowgreatestdistinctionwhenidentifyingtheimportanceoftextingfriends.Textmessagingtheirfriendsisslightlymoreimportanttotheyoungergroupscomparedtopeopleaged35yearsandup.
Conclusion&Recommendations
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ImplicationsforMarketers• Findingsshowmuchmorecommonalitiesamongstagevariablewhichimpliesthatmarketersshouldtakeagerangehighlyintoconsiderationwhenchoosingwhichplatformstoexecuteand/orconveymessages• GenYandXshowtohavestrongerrelationstotext-basedcommunicationandaretext-centralizedvsBabyBoomers/Seniors,whohavelessinterestinreplacingtextingwithothermeansofcommunicating.• Emojisareamajorplayerintheroleofpersonalizedtexting!Aconsiderable97%ofrespondentsundertheageof34reportedusingemojis.Ofthose,nearlyhalfofthemwerefemale.Womeninourstudycontributetothehighestusageofemojis,thereforeitwouldbewiseformarketerstoutilizethesecaricaturestotargettheGenY/Zfemalemarketsegmentinwaysthatwouldappealtothem.• Thegrowthofsocialmediaisonatrajectorytopotentiallyreplacetextmessagingalltogether;therefore,marketersshoulddevelopcreativetacticstoinjecttheircommunicationswithinthesemediumsasnativelyandorganicallyaspossibletocapturetargetaudiencesofyoungergenerations.
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ThankYou…We’reBURNT!