Cell Phone-Only Consumers Listen To More Radio

Mar 12, 2009 by Mark Maier

Interesting study from Nielson as they analyzed the Lexington, Kentucky market as part of their study into Radio listening habits and found that "Younger, Cell Phone-Only Listen To Lots More Radio"...

"Nielsen found that cell phone-only households - at least in Lexington - listen to radio substantially more than homes with landlines, at 23 hours a week compared to just over 19 hours for the total sample.

The study also found that more than 20% of people over age 12 in the Lexington market use cell phones as their sole form of telecommunication. In addition, cell phone-only households:

• Listen to 3.5 radio stations compared to less than 3 stations among the total sample
• Have an average quarter hour total radio rating of 17.3% versus 14.3% rating for the total sample
• Skew younger, primarily between the ages of 18 and 34

The finding is significant for a few reasons, Nielsen says. First, the study took place in a heartland market, what Nielsen calls "mainstream of the mainstream," so it is likely indicative of much of the country. Second, because they are a younger crowd, cell phone-only listeners represent the future of radio listening. And finally, the study underscores the value of radio in reaching a local audience, particularly those increasingly elusive, mobile young adults, according to Nielsen."

This latest research project can have a big effect with your clients, especially for younger, active, demographic groups....

"Clear Channel president and CEO John Hogan made a dig at Arbitron, Nielsen?s competitor in radio ratings, saying in a release, "Finally! An accurate picture of radio listening. It's no surprise to us that the most highly coveted demographic listens to 23 hours of radio per week, that's a far cry from what we've been told for years by inaccurate ratings."

He adds, "The fact that more than 20% of radio listeners in the test market are cell phone-only households underscores the value that Nielsen brings to us and every other radio broadcaster right out of the gate. Now we can get to the business of discussing radio's true value with advertisers."

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