Wireless penetration in a number of top U.S. markets is reaching levels comparable with a number of European markets, led by Atlanta where three-quarters of households said they subscribe to cellular phone service, according to a report.
The report from Scarborough Research found that Atlanta led the nation in wireless penetration with 75 percent of respondents claiming at least one member of their households subscribed to wireless service followed by 74 percent in Detroit, and 72 percent in Washington, D.C., Miami/Ft. Lauderdale, and Austin, Texas.
The study noted the least-penetrated markets in the survey included 47 percent in Charleston, W. Va.; 52 percent in Wilkes-Barre, Pa.; and 53 percent in Buffalo, N.Y. Nationwide, the survey found household penetration at 66 percent, which is higher than the approximately 50 percent population penetration reported by most industry analysts.
“Cell-phone ownership is becoming ubiquitous,” said Bob Cohen, president of Scarborough Research. “Local markets that lagged in cell-phone penetration experienced a significant amount of growth in the past three years.”
Cohen added that despite the growth, the difference among markets shows marketing of wireless service remains a local issue.
“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,” Cohen said.
The Scarborough study also found that wireless consumers spent an average of $60 per month on their wireless service, and 14 percent of those surveyed plan to buy cell phones for themselves or members of their households during the next year.
