The Mobile Data Association has announced that Britons are now sending more than one billion text messages per week, 25% more than a year ago and equivalent to the number sent during the whole year of 1999. Approximately 4,825 billion texts (~4,000 every second) were sent in September 2007. Mike Short, head of the MDA estimates that the total for 2007 will reach 52 billion and believes the number is so large because texting is "convenient, comprehensive, it"s on every handset and network and it is cost effective. The UK text volumes show no real signs of abating and the UK sits within the top six of the global league of countries sending text messages. While the trend towards operators offering "all-you-can-eat" tariffs increases, this will act as a catalyst for consumers" passion for all things mobile."