NAB Commissioned Survey Shows Strong Consumer Support For Radio Chip In Smartphones
May 9, 2012 at 3:48 AM (PT)
The NATIONAL ASSOCIATION OF BROADCASTERS quickly endorsed the results of a nationwide poll conducted by HARRIS INTERACTIVE, which shows that four out of five Americans who own a cell phone would consider paying a small, one-time only fee to access their favorite local radio stations on a mobile phone. The survey, commissioned by NAB, was conducted online between APRIL 18th and MAY 1st among more than 2,000 U.S. adults (age 18+).
"The results of this survey demonstrate again a significant and growing demand for radio-capable cell phones in the U.S.," said NAB EVP/Communications DENNIS WHARTON. "We're hopeful that as demand for this capability becomes more apparent, wireless carriers will voluntarily offer this feature or activate radio chips already in their devices. Radio-enabled cellphones are a standard feature in much of EUROPE and ASIA. From a public safety perspective alone, there is a strong case to be made for wireless carriers to also voluntarily activate radio chips in cellphones in the U.S."
Poll results, as released by the NAB, are available online and include data from a similar poll conducted by HARRIS AUGUST 31st-SEPTEMBER 2nd, 2010 among 2,587 U.S. adults. Poll findings showed:
* 81% of cell phone owners would consider paying a one-time-only fee of 30 cents (the approximate cost of a microchip) to access local radio stations through a built-in radio chip, compared to 76% in 2010. For cell phone owners with children in the home, the number was 85%, up from 79% in 2010. The percentage of retirees who favor radio chips in cellphones rose to 76% from 66% in 2010.
* Local weather and music are the top two reasons survey participants would listen to their local stations on their cell phones.
* Seven out of 10 cell phone owners, 69% compared to 73% in 2010, indicated that having a radio built into their cell phone, capable of providing local weather and emergency alerts in real-time, would be "very" or "somewhat" important. The number was higher -- nearly eight out of 10 adults, 78% -- for those with children in the home.
* Three-quarters (76%) of U.S. adults would use a radio built into their cell phone, up from 66% in 2010. Younger adults are even more likely to use such a feature. 86% of 18-34-year-olds, as well as 81% of single and never-married adults (up from 71% and 73%, respectively, in 2010), indicated they would use a built-in radio to listen to local stations if their phone was equipped to do so without using mobile apps or their wireless provider's data plan.
"Like in 2010, this survey again shows that a strong majority of American cell phone owners would use a radio built into their cell phone," said HARRIS INTERACTIVE SVP/HARRIS POLL REGINA A. CORSO. "Particularly in this day of ever-rising wireless data fees, four in five cell phone owners would pay a small one-time fee to access local radio programming."