Big Splash with SMS

I see the tide changing -- more and more people are texting above calling or using their computers and here is proof. The Shedd Acquarium in Chicago ran a test this summer to see who would respond to enter a contest (http://www.chicagobusiness.com/cgi-bin/news.pl?id=35539&seenIt=1)

They had a 325% increase of SMS responders compared to web responders! I would say that's a pretty significant difference.