Bridge Ratings: Cell Phone Use Researched
May 9, 2007 at 7:42 AM (PT)
The cell phone is rapidly becoming more than just a person-to-person communication device as BRIDGE RATINGS’ latest study of cell-phone use indicates that more radio listeners are getting information from their cell phones and less from their radios.
The study of 3506 persons ages 13+ was conducted between FEBRUARY 28 and APRIL 30.
Among the findings:
* 70% of the U.S. population now owns at least one cell phone -- more than 210 million people .
* Text messaging still dominates as the preferred cell-phone service, followed by traffic reports and news/sports updates, which have shown significant growth in the last 12 months.
* While audio streaming through their cell phones is preferred by only 8% of the sample, 25% say they would really like to use their cell phones to time-shift on-demand radio content, and 30% see listening to some form of radio content on their phones as a "service of interest."
The study also reveals how cell phones compete with traditional radio with information content and the radio formats that are most vulnerable to time-spent-listening loss due to cell phone use. The study is available now at www.bridgeratings.com.