Despite the availability of unlimited SMS packages the total number SMS exchanged over cellular mobile networks dropped to 301.7 billion during FY 2014 as compared to 315.7 billion last year giving overall 4% decline. While average SMS per cellular subscriber in a month also reduced to 180 as compared to 214 last year.
The main reason for this decline is rising use of smartphones coupled with use of mobile internet after launch of 3G and 4G services in Pakistan. The other big reason is the increasing use of social media application such as Whatsapp, Viber, Line, Facebook Messanger which allows free instant messaging over internet.
Report also disclosed that outgoing calls by user of mobile network have increased by 7% in FY 2014. Average calls made by a subscriber in FY 2013 was 203 minutes while in FY 2014 it increased to 217 minutes.