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Survey: Young Adults Value Mobile Media

Enpocket, a global mobile media company, has unveiled second quarter findings from its flagship survey, the Mobile Media Monitor. This quarterly study helps marketers keep up to speed with the ever-changing patterns of consumer mobile usage. For young adults, the mobile phone is now twice as important to them as the TV, yet only 16 percent have ever seen advertising or marketing on their mobile phone. Participants in the survey were asked which medium they would give up last if they had to choose between TV, newspapers, mobile phone, the internet, radio and magazines. Just 6 percent of 18-24 year olds chose to give up their mobile last compared to 11 percent for radio, 11 percent for magazines, 12 percent for television and 55 percent for newspapers. The Mobile Media Monitor reveals that consumers of all ages have become
as loyal to their mobiles as they are to television. When asked which type of media they would give up first if they had to, mobile and television were on equal footing (12 percent), versus 29 percent for newspapers and magazines. The survey also revealed that mobile phone ownership has grown 30 percent in the past year and that 70 percent of the US population now has access to the world's fastest growing mass media channel. Ownership is highest among 18-24 year olds at 85 percent, but penetration is also rising rapidly among seniors. 55 percent of Americans over 65 are cell phone owners.

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