U.S. mobile data service revenues boost to $14.8 billion in the first half this year, up 40 percent over the same period of 2007, according to the CTIA, eMarketer reported.

Mobile data now make up about 20 percent of all mobile revenues, while text messaging is the key driver to its growth.

According to the CTIA, In June 2008 alone, Americans sent out 75 billion text messages. “Texts are part of a trend toward using mobile handsets to do more than just talk,” eMarketer reported.

"More and more people are using wireless devices to access the Internet, take photos, get directions, watch videos, download music and send text messages," CEO of the CTIA Steve Largent said in a statement.

However, the growth of texting does not exactly mean to marketers that every campaign should have a 160-character message. A ExactTarget study conducted in February 2008 showed that only one percent of U.S. online users who opted in to marketing lists preferred text advertising. Instead, “the medium should be used where it is most appropriate and welcomed by mobile users,” according to eMarketer.

Consumers, especially younger ones, will use text messages as a tool to buzz about the products they like if they desire.

Over three out of 10 U.S. Web users between 18 to 24 said they were likely to use text messages to communicate about services, products and brands after online searches, according to a 2007 survey conducted by BIGresearch, eMarketer reported.