Excerpts From Jacobs/Arbitron 'Goin' Mobile' Study Revealed At Worldwide Radio Summit
April 29, 2011 at 1:01 PM (PT)
The latest presentation from JACOBS MEDIA and ARBITRON's "Goin' Mobile" study at the WORLDWIDE RADIO SUMMIT in HOLLYWOOD TODAY (4/29) revealed more details of the study's interviews with smartphone users. FRED JACOBS added new video from the study to the presentations delivered at previous NAB conferences, depicting users saying that they feel "naked" and depressed without their cell phones and as necessary as their glasses.
JACOBS noted that increased iPHONE sales contrasted with lower iPOD sales indicate that users want devices that do more than one thing, The study depicted the importance of apps to users, the use of the devices as entertainment sources, and the loyalty of users to their device brands. It also showed the use of location-based services like FOURSQUARE to bring friends together for social events; the universality of FACEBOOK, which was being used by all of the respondents; and the addictive nature of cell phones, with one respondent saying, "They don't call it CrackBerry for nothing" (one woman was shown using her phone while driving and talking to the camera, while another respondent was shown texting, calling, driving, and switching between calls while his car sped down a DALLAS street and a third pulled out a portfolio with legal pad while driving).
Noting that the respondents were not pre-screened for radio use, JACOBS said that many did indeed use radio and showed how radio competes with cell phones and other distractions for drivers' attentions. "We've gotta create content that cracks through," JACOBS asserted. Many respondents also said they use PANDORA, with one man calling the service "my radio."
The study also addressed the PPM, with respondents saying that they get asked why they are carrying a beeper, and offered a segment about how cell phones change respondents' behavior, with a subject talking about mobile etiquette while allowing her discussion to be interrupted by texts.