Jacobs Media And Arbitron Are 'Goin' Mobile'

Study Will Be Presented At Radio Show

At the 2010 NAB/RAB RADIO SHOW, ARBITRON and JACOBS MEDIA are showcasing key findings from their collaborative study "Goin' Mobile," which examines the impact of the smartphone on consumers -- and the implications for broadcasters.

The "Goin' Mobile" study presentation will kick off the NAB/RAB RADIO SHOW on THURSDAY, SEPTEMBER 30th, at 9a.

"Everyone knows that mobile devices are a major game-changer for consumers, as well as for media companies," said ARBITRON VP/Research Policy and Communications DR. ED COHEN. "They’re always 'on,' and people sleep with them and never leave home without them. We collaborated with JACOBS to better understand how the explosive growth of smartphones has impacted the social and business interactions of consumers."

Earlier this year, JACOBS MEDIA observed and videotaped the smartphone usage of 18 persons aged 18 to 49 in CLEVELAND, LOS ANGELES, DALLAS and BALTIMORE, over a 24-hour period. The study’s video segments have elements of fun and surprise, while packing a great deal of information and thinking into a fast-paced, one-hour session.

"We originally thought this study would be about the various functions and apps that people use on their smartphones," said JACOBS MEDIA Pres. FRED JACOBS. "That was before the first interview. What we learned is that smartphones have become more essential than any device people own. They are a lifeline and a conduit to business, personal relationships, currency, productivity, entertainment and more. We will be showing the stories behind the data, and the results are fascinating."

A video preview of "Goin' Mobile" can be found at www.arbitron.com/goinmobile.

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