Atlanta, Detroit & Austin Ring The Loudests When It Comes To Cell Phone Ownership.

Scarborough Research announced that its latest study reveals that Atlanta, GA leads the nation in cell phone penetration. Three-quarters of households there subscribe to cellular phone service. Following closely behind are Detroit, MI (74%); and Austin, TX, Washington, D.C., and Miami, FL (72% each).

The U.S. markets with the lowest cell phone penetration are Charleston, WV (47%), Wilkes-Barre, PA (52%), Buffalo, NY ( 53%), Syracuse, NY (54%) and Lexington, KY (55%).

The study also demonstrated that two-thirds (66%) of households nationally own cell phones and these consumers spend an average of $60 a month on their plans. Fourteen percent of consumers nationally plan to buy a cell phone for themselves or another member of their household in the next 12 months.

“ Cell phone ownership is becoming ubiquitous; local markets that lagged in cell phone penetration experienced a significant amount of growth in the past three years. Nevertheless, the existing disparities in cell phone penetration from one local market to another underscore the fact that marketing cell phone products and services remains a local market issue,” said Bob Cohen, Ph.D., President, Scarborough Research. “Understanding consumers where they live—from their lifestyles and attitudes to retail behavior and local media usage—can help wireless services marketers foster enduring brand loyalty with customers.”

The Scarborough study found that 10% of cell phone subscribers nationally plan to switch their household cellular plan in the next 12 months. The top local market for switching is Detroit, MI, where 18% of consumers said they will seek to change plans in the next year.

Cell phone subscribers are also well-wired at home, according to Scarborough. These consumers are 23% more likely than adults nationally to have a broadband Internet connection. Those who do not already have broadband are 20% more likely to plan to upgrade to it. Cell phone subscribers are 14% more likely to have digital cable, 12% more likely to subscribe to premium cable channels, and 8% more likely to have a satellite television subscription.

“ The cell phone industry has reached a critical time. Constant technological innovation, more consumer options, and new programs – including the ability to keep the same cell phone number when you switch carriers – have all created an unprecedented competitive marketplace,” said Alisa Joseph, vice president, advertiser sales and service, Scarborough Research. “Using research to better understand cell phone consumers where and how they live can help telecom marketers package services, extend brands, create promotions, and increase customer retention.”

Cell phone ownership is defined as Scarborough survey respondents who said they or other members of their household subscribe to wireless/cellular phone service. The data for this report is drawn from Scarborough USA+ 2003 Release 1. The 2003 data on switching carriers is from Release 1 which represents six months of measurements. The other 2003 data represents 12 months. DMA is a registered trademark of Nielsen Media Research. All other trade names are the property of their respective owners.

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For more information at http://www.scarborough.com