Most colleges and universities have tapped into short message service (SMS) text messaging as a means to reach students. Somewhat shockingly, however, they’re still leaving valuable communication opportunities on the table.
There’s a popular saying in marketing (and life): Meet people where they are. When it comes to college and university students, “where they are” is often on their cell phones. A 2014 cell phone usage study from Baylor University found that college students spend an average of 94.6 minutes a day texting. And while most of that time is likely spent communicating with friends and family, colleges and universities are now racking up texting minutes, too, with notable outcomes.
