Mark Ramsey: NAB Mobile Phone Study Is Flawed
May 10, 2012 at 3:49 AM (PT)
YESTERDAY (NET NEWS 5/9), The NAB released the results of a nationwide poll conducted by HARRIS INTERACTIVE, which showed 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. TODAY, MARK RAMSEY MEDIA Pres. MARK RAMSEY asks in his blog, "Do People Really REALLY want FM on their Mobile Phones?"
Writes RAMSEY, "Another study from NAB has been issued which supports the notion that consumers want FM on their mobile phones. And, like all studies about what people WILL do rather than what they HAVE DONE in the past, it’s flawed."
RAMSEY continues, "The NAB study asked some interesting questions, including this one: During times of emergencies, such as blizzards, hurricanes, tornadors and local or national security threats, a cell phone with a built-in radio would let you listen to local weather and other emergency alerts as they are happening. How important would this feature be to you? That's a decent question and it's about what folks value, not how they predict their future behavior. However, the question assumes no trade-off. It assumes that the consumer makes no choice in how they would access this information. It doesn't, for example, ask them what form they would prefer to get their emergency information in (e.g., TXT, radio, e-mail, tweet, etc.). That said, it's interesting to note that the fraction of consumers who consider this to be 'very important' is actually down from 34% to 29% since 2010."
Read the full blog here.