Marketing Daily observes the Mobility Revolution
MediaPost’s Marketing Daily has taken a very insightful view of the recent Mediamark Research (MRI) study on cellphone versus landline use.
Here are some quotes from their article:
- ?”The percentage of people living in households with one or more cell phones is now 86.2%–exceeding the percentage living in households with landlines, 84.5%, for the first time.”
- “During the past two years, the cell phone-only population grew from 8.8% to 14% of the overall population (it was at 12.4% last year), while the landline-only segment declined from 18% to 12.3% of the overall population (it was at 14.5% last year).”
- “Further, that 14% cell-only population represents a net increase equaling 12.8% of the adult population since October 2000, when just 1.2% of adults were living in cell-only households.”
- “And the 12.3% now in landline-only households represent a precipitous net decrease of 27.3% from the 43.9% landline-only population of 2000.”
- “Bottom line: Over a quarter of the adult population migrated out of the landline-only segment in the space of six years.“
- “Nearly all moved to having both cells and landlines. … However, the ‘both’ growth has now slowed to a crawl–increasing by only 0.7% during the past two years (it was at 71.5% in 2005)–meaning that this segment (as well as the tiny 1.4% “phoneless” segment) has stabilized.”
- “MRI points out that the “both” segment may be unsustainable over time, as the quality-of-service differential dwindles and lower-income consumers, in particular, increasingly opt to drop landlines.”
What implications will this dramatic shift have for businesses serving consumers?? Any thoughts?? Submit comments with your ideas.