As cell phone usage in the household evolves, it is prudent to consider how that can affect a potential campaign.
MediaPost reported this week that a new survey shows that 15% of US households own a smartphone. The Nielsen Company conducted the 2009 Nielsen’s Convergence Audit with questioning 32,000 people through both online and mail.
Of those who participated, 88% confirmed that they resided in a household that owned a cell phone. Results show that roughly one in every seven US household owns at least one smartphone. As a whole, BlackBerry tends to be the most popular owned brand with over half (approximately 8%) of respondents. Apple’s iPhone were owned by 4% of those surveyed.
The annual survey also shows the trend of dropping landlines in favor of wireless devices. Approximately 21% said that they did not have a landline which is an increase from the previous years of 18% and 15% respectively. The 21% includes those who have dropped landlines and those young adults who never initially had a landline in the household.
As cell phone usage in the household evolves, it is prudent to consider how that can affect a potential campaign. Whether that means adding mobile texting to a campaign, or keeping current with Arbitron’s measurement of cell phone only households for radio, new research can be a helpful tool in strategy.
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