35% of US mobile phone owners use text messaging

Although 79% of consumers find the idea of mobile ads annoying, early efforts at mobile marketing have revealed that consumers will happily engage in campaigns as long as marketers deliver valuable information or content. According to Forrester Research, a growing number of consumers are shifting from voice-only mobile services to other activities, creating a viable audience for mobile marketing. 35% of US households that own a mobile phone currently engage in text messaging and 11% access the mobile Internet.