In the UK, research from mobile media company Enpocket has found that adults are becoming more devoted to their mobile phone than any other medium, with 18-24 year olds being more willing to give up television than their mobile phone.
In its Q2 2005 Mobile Media Monitor survey findings, Enpocket found that mobile owners are increasingly loyal to the medium and, across every age group, would even give up the internet before they gave up their mobile phone. Respondents were asked which medium they would give up last if they had to choose between television, newspapers, mobile phone, the internet, radio and magazines.
Popularity: no contest
Overall, television proved to be the most popular with 31% choosing to give it up last. Mobile (19%) was ahead of radio (16%), the internet (13%), newspapers (10%) and magazines (5%) in terms of popularity.
The 18-24 years olds, however, were more loyal to their mobile devices, with 30% choosing to give up their mobile last, versus 28% for television and 15% for the internet. This increased loyalty correlates closely with consumers in this same age group being more likely to own a mobile with advanced features.