Somehow -- and I really couldn't tell you how -- I ended up on the mailing list for Electronic Retailer magazine. I was about to toss it into the recycling bin when I noticed a story on mobile marketing. Now, the magazine is produced by the Electronic Retailing Association, so most every story in the magazine is a sunny picture of how lucrative and awesome various electronic marketing options are. But there are some interesting stats to behold.

According to one article, a recent Forrester Research piece says that:

• 90% of US mobile phones are text enabled, but only 35% are using the functionality
• Only 11% of US mobile users surf the Internet on their phones

According to Forrester's marketing blog, exactly WHO the 35% of text messaging users are is no surprise: 80% of 18-24 year olds use some form of messaging on the phone.

So if that's your demographic -- if you're an agency that works with youth -- you're in luck. Anecdotal evidence from the article makes the story even better:

Partly because some cell phone plans charge up to about 15 cents apiece for text messages, "people are more selective about opting in with a phone than with e-mail," [Brian, Three Screen Media] Stoller says. That translates into a smaller list, but a more loyal and engaged one. "One or two text messages a month often get the same response as eight e-mails," he claims. "And opt-out rates are a fraction of what we see with email."

Are you texting? Does this match your experience?

(Sidebar: Hello?! If you're the ELECTRONIC retailer magazine, maybe you could get your print edition ONLINE before people get it in the mail! Seriously. I wanted to link to your story, but couldn't.)