Of all the tech gadgets and innovations available to consumers, Jacobs Media’s Technology Poll III clearly shows the growing influence and importance of the cell phone. Overall, 92% of the entire sample own one – up from 90% in ’06. And in the past year, nearly half (48%) say they’re using cell phones a little or a lot more. This is a gadget that women are especially comfortable with. They use cell phones more often than men, and they are more apt to enjoy and use many of the features that are becoming standard equipment on these devices.

Cell phones are also a dominant player in the lives of America’s youth.  When given a choice of devices and technologies, ranging from television to the Internet to FM Radio, 18-34 year-olds say that cell phones are the one thing they cannot live without.  Three in ten (28%) 18-34’s chose the cell phone – tied with the Internet – as the most indispensable of devices.

To a great degree, cell phones are becoming the communication equivalent of the Swiss Army knife. Consumers are becoming more and more proficient with the array of options and activities that can be utilized on cell phones. Besides talking, texting is the most utilized cell phone component. Importantly for radio, a majority of those who use their phones to message welcome a texting relationship with the station that sent them this survey.

Three-fourths (76%) of those who own a cell phone say they have utilized texting – especially 18-34 year-olds and Alternative fans. Additionally, nearly two-thirds say they have used the built-in calculator (or tip calculator) on their phones. About six in ten have both taken/shared pictures and used the address book feature. Finally, half also indicate they download ringtones, and have played games utilizing their cell phones.

Texting is exhibiting strong growth. Overall, more than four in ten (44%) of cell phone owners text message at least weekly. From the 2006 study, this is an increase of 25%. During this same period, IMing on a computer has dropped 13%, suggesting that cell phone texting has become the dominant "thumb communication" medium.

Many people text with great regularity. One-third of those who text (32%) do so daily or more - 5% report texting on an hourly basis. Women and Alternative fans are more likely to communicate via text messaging. And one in ten (11%) of the 18-34 year-olds in this sample reports texting hourly.

The vast majority of those who text are open to communicating with the radio station that sent them our survey. Overall, nearly one-fifth (17%) say they would prefer the station text them with information they have opted to receive. On the other hand, 14% would prefer to initiate the texting with the station, to vote on something, to try to win a contest, or to receive artist/title information. And four in ten (37%) say that either of these aforementioned texting methods works for them. Thus, at least two thirds (68%) of those who text are interested in a texting relationship with these stations, signifying communication and financial opportunities for radio.

Finally, the "Cell Phone Only" situation continues to emerge as a growing problem, especially when it comes to measuring young people in ratings surveys. As first uncovered in ‘05’s Tech Poll, "Cell Phone Only" respondents – those who no longer have a land line, and use their cell phones as their primary service – are unable to participate in Arbitron ratings surveys.

During the past three surveys, "Cell Phone Only" levels have increased from 17% to 21% to 23% in this new ’07 survey. More than four in ten (42%) Alternative fans now fall into this category, as do half of 18-29s year-olds (50%).

Jacobs Media’s Technology Web Poll III is the largest study of its kind, conducted in late February/early March 2007, among more than 25,000 respondents across 69 different Rock-formatted stations. It is the third annual Technology Poll, conducted among Rock radio listeners who are predominantly members of station email clubs. Participating stations represent Mainstream/Active Rock, Classic Rock, Alternative, and Triple A outlets in markets around the U.S.

Of course, this is a web poll, and cannot replicate all radio listeners or even all Rock radio listeners. As with all Internet-based research projects of this kind, the results reflect only those who chose to participate in the survey, and do not necessarily represent the views of all Rock radio listeners in the country. Still, the 69 radio stations that invited their listeners to take the survey are a broad cross-section of Rock stations, from large and small markets, as well as those that play the newest Rock music and those that play only Classic Rock.

Jacobs Media is the largest Rock radio consulting firm in America, providing research and consulting services to major radio broadcasting companies. The company created the Classic Rock format, and works with Alternative, Active Rock, and Triple A formatted stations.

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