Study Finds Cell Phones Could Threaten Radio
May 9, 2007

A new study from Bridge Ratings looks at the power of cell phones and their usage in relation to radio. According to Bridge's survey of 3506 Americans ages 13 and up, 70 percent of the population now have a cell phone. Phones are becoming increasingly tied into music and information delivery, with 30 percent of those surveyed interested in receiving radio broadcasts via their phones.

While text messaging is far and away the most popular cell phone service, music downloading came in third with 37 percent of those surveyed interested. Information on traffic, news and sports scores were also popular choices.

When asked about services available on both phones and over the radio, terrestrial radio came out ahead in every option. However, traffic and weather reports had the smallest gap the two possible services, in terms of preferences. And the gap between radio and cell phone preference is shrinking, when compared to Bridge's last study on the same topic, from 2005.

The complete results of "The Mobile Phone Consumer: Implications For Terrestrial Radio" can be found here.




 
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Mike McVay
SVP/Content & Programming
Cumulus Media

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