I have a quick observation to share today. I went to the Yankees game on Sunday night, thankfully not last night, and couldn’t help but notice how much time the seat crasher to my right spent texting on his cell phone. I see people doing it all the time, and have been known to send a few myself, but I’ve never sat right next to someone who I can only assume must be THE IDEAL TARGET. Early 20s, time to spare (things weren’t so great in the game early on), and more focused on what everyone else was up to (or so it seemed), than the major league playoff game taking place right in front of us.
Is it really possible that just two years ago some of us were testing the waters with SMS as a way to drive consumer behavior? Judging by the intense focus next to me the other night, it must be a whole different ballgame (sorry, couldn’t resist!) now. I guess we have American Idol to thank, although according to this, usage rates in the U.S. have only reached 40 percent. There's still so much room for growth, which kind of reminds me of the print on demand space. We know the opportunities to reverse publish content from the Web to print are unlimited, and it's only just the beginning.