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22 Dec 2011

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New Year SMS Greetings Expected to Drop amid Social Network Popularity (Business Brief No. 3223)

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During the New Year festival, it is popular among Thais to send New Year greetings to each other via numerous communication channels, in terms of both traditional cards and electronic media, including telephonic greetings via mobile phones in SMS or MMS formats. Meanwhile, greetings via social network sent via mobile phones is gradually becoming more popular, as boosted by the sales growth of smartphones and launch of 3G services, thus largely dampening the volume of SMS greetings likely to be sent during this New Year holiday.
According to a survey on user behavior in sending New Year SMS greetings via mobile phones conducted by KResearch, it was found that 69.8 percent of the respondents expect to send greetings via their mobile phones, although the tendency this year seems to fall from what was noted last year. SMS greetings via mobile phones will still likely be the most popular, accounting for up to 79.4 percent of all such electronic greetings due to simplicity in message creation and low price. Moreover, SMS can be sent from even the most basic phones.
Apparently, the SMS greeting volume may drop, as it is pressured by the social network boom. According to the survey, it was found that up to 41.5 percent of the respondents stated a preference for sending greetings via social network websites. Up to 59.4 percent of the younger generation said they would express their best wishes via social network.

As a result, KResearch expects that New Year SMS greetings in 2012 should reach only 151 million massages, dropping 7.0 percent YoY, with a value of THB107 million.

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