MONTREAL – Canadians do have a sense of wireless manners after all, says a study commissioned by Fido.
Canadians who use wireless devices often opt to converse via text messaging as a more convenient – and polite – way to communicate, says the research, one of many findings in a national Fido-Léger wireless messaging survey report made public today.
Among the top reasons for choosing texting, or short message services (SMS), is the perception that it is more suitable (46%) and discreet (38%) than calling in certain situations. Most respondents consider it more acceptable to send or receive a message rather than talk on the phone in restaurants (68% vs. 45%), on public transit (90% vs. 82%) or while waiting in line at the supermarket, bank, etc. (83% vs. 75%), says the release.
Over 7.8 million Canadian wireless customers embrace mobile messaging technologies, primarily to send or receive text messages (45%). However, a growing number also send e-mails (13%) and pictures (13%), chat (10%) or send videos (4%). In Canada, text messaging users contributed to the more than 737.8 million text messages sent during the first quarter of 2006.
This first Canadian annual tracking of messaging was conducted on-line with 2,118 wireless users this July. The results, co-released Wednesday by Rogers-owned Fido and Léger, revealed a profile of the typical wireless messaging user, too.
While half of wireless subscribers practice messaging, usage varies greatly amongst users: whether male or female, three out of four are English speaking (75%), students (73%), aged between 18 and 24 (79%). This group is followed closely by those aged 25 to 34, 63% of whom send text messages.
"Messaging adds a new dimension to staying in touch," said Karim Salabi, vice-president of marketing for Fido. "Not only can it be more economical and often more convenient than voice, it allows users to make better use of their time and location. A clear and concise text message can easily be sent from a bus stop or while waiting in line at a grocery store. As well, it is often more convenient to send or receive a text message in a library or while sitting at a restaurant.
"Judging by the popularity of text messaging in foreign countries, we can expect it to also become a mass phenomenon in North America," added Christian Bourque, vice-president of Léger Marketing. "In fact, messaging is where much of the wireless growth will come from. Friendlier, more accessible handsets will definitely contribute to traffic acceleration, but a critical mass will only be obtained when messaging evolves into an innovative and content-rich mobile interface."
An online version of the report will be available on December 1 at www.fido.ca/portal/en/medias/reports.shtml or www.legermarketing.com.
