Jacobs Media: "Cell Phone Only" Problem Getting Worse
March 31, 2006 at 4:29 PM (PT)
JACOBS MEDIA recently concluded its second annual all-client web poll dealing with a myriad of technology oriented issues, and the company's findings suggest that the problem of "Cell Phone Only" consumers is getting worse. For the total sample, the "Cell Phone Only" group has moved from 17%-21% in one year -- an increase of 24% year-to-year. By age demographics, the biggest CPO group continues to be 18-34 year-olds. From the ’05 study to this new ’06 project, there’s been a 28% increase.
Overall, more than 75 radio stations were included, representing Alternative, Mainstream/Active Rock, and Classic Rock/Hits formats from all over the U.S. More than 25,000 surveys were collected (an increase from last year’s 19,000+ respondents). 35% of the study's Alternative respondents fell into the "Cell Phone Only" group -- an increase of 25%. In the Active/Mainstream Rock category, 24% of these radio listeners is now in the "Cell Phone Only" category, a rise of 26% year-to-year.