Rather, they probably are checking their text messages for the best concert tickets available. And, most marketers understand that reaching them now makes selling them later infinitely easier.

Over 50% of those report that text messaging is their chosen form of everyday communication. These folks don't look to the paper for great deals and discounts. These Consumers Cannot Be Ignored.

To make an abbott announcement of his vice presidential pick to his loyal supporters, one of the candidates sent them a text message in advance of the formal media release. Reaching Young, Mobile Consumers If you're targeting the twenty-somethings, you will have to disregard the old tried and true weekly circulars or direct mail pieces. Investing in youth always has been the most reliable road to building brand loyalty, and it likely will not change. It has been estimated that nine in ten college students own a mobile device. It is important to note that twenty-somethings, whether in college or not, will someday soon become the coveted demographic.

As evidence of this phenomena, note the recent presidential campaign.