Text messaging has witnessed increased popularity over the last few years and research evidence has shown that about 96 per cent of young people in Italy own a mobile phone. Furthermore, text messaging trends show high usage levels amongst the young generation: according to research over 80 per cent of the under-25s are more likely to text someone than call. The Mobile Data Association supports that more than 2.7 billion SMS are sent per month in Italy, which represents an increase of 25.5 per cent per month over last year.
SMS is one of the most popular and frequently used value-added services offered by mobile operators. Even though SMS prices have seen a steady drop in recent years, mainly due to the fact that operators have introduced the so-called 'SMS bundles', still a significant proportion of operators' revenue is generated from messaging services, predominately SMS. Most operators aim at raising their profit levels through high SMS traffic. On the consumer side, subscribers also benefit from cheaper SMS tariffs due to the mass of text messages sent out per day, an offer applying extensively to young people, who engage in frequent text messaging.
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