Think that the young people today see their smartphones simply as a means to text or listen to music? You’re only half right. A new survey by Tyntec and YouGov shows that, among all age groups, young adults, or “millennials,” are leading the pack in interest to adopt new cloud-based models, including integrating texting and voice capabilities into new devices and online services. But that doesn't mean it will be easy.

For the Love of Texting...

The survey showed (PDF) while SMS outpaced apps as the most popular smartphone feature among this age group, used by 81% of mobile phone users vs. 12% for apps (mobile email trailed at 8%), 66% of smartphone users aged 18-24 indicated that they are “very interested” or “interested” in using other devices such as an iPod, iPad or other tablet PC as a mobile phone.

Texting isn’t the only thing millennials do on their phones. Nearly 70% of the 18-24 year-old group regularly gained access to social networks such as Facebook and Twitter via mobile. These activities weren’t limited to millennials, though. 37% of 25-34-year-olds and 53% of 35-44-year-olds check their social networks via a mobile device at least once daily.

Millennials love texting so much (71% said they would be prepared to give up alcohol, chocolate, caffeine, exercise or a toothbrush for a week rather than lose the ability to text for year), but many don’t know that there are other, low-cost ways to text via mobile apps. For example, 40% had little to no knowledge of services such as WhatsApp and Pinger, which echoed the findings of a similar survey conducted by tyntec in the UK and Germany, where only 36% of UK users and 27% of German users had little to no knowledge of them.

This Mobile App is Just LIke Texting...

So how can we get millennials, among others, to adopt cloud-based models? Tynec suggests that as social media companies continue to evolve, there is a significant, yet untapped opportunity for carriers and Internet/OTT companies to collaborate on services that meet the demands of this new generation of consumers. Though millennials’ love for new trends and tech can be fleeting, but their fondness for texting has remained steadfast. As such, luring them away from SMS to mobile apps may require better, more streamlined functionality.