the use of text alerts for marketing does need to consider the potential customer and their use of texting. a survey conducted in october 2010 by comScore , a marketing research company that studies online behavior, found huge differences in mobile behavior in different parts of the world. the survey included mobile phone users in japan, the united states, and Europe . the researchers found that in the european sample more than 80 percent of people sent text messages to one another, in the united states, the figure was 66.8 percent. in japan however, the figure was much lower-40.1 percent of course the lack of enthusiasm for sending text messages does not necessarily reflect an unwillingness to receive marketing texts.