That's how MTV's Van Toffler refers to cell phones. MTV now has access to one billion cell phones worldwide, allowing them to deliver all sorts of content to consumers. Citing research conducted by MTV, Toffler notes that young people value their cell phones ahead of laptops, video game consoles, and MP3 players. And as we've pointed out in this space before, consumers will make cell phone purchases for music more readily than Internet purchases. Toffler says that while youth worldwide spend $16 billion on music, those dollars inflate to $106 billion for phones.
So where does that leave radio? Our new Tech Poll shows that 90% of Rock radio listeners own a cell phone, and they're involved with a myriad of activites on these phones that have nothing to do with talking. Supplying content for cell phones, streaming audio and video, and text services are all areas where local radio can cash in on this megatrend. Once again, our email databases hold the keys to reaching these listeners, tapping into their other media habits, and developing a more significant presence in their lives.
The cell phone-iPod wars will play out in the coming months. Radio continues to have an opportunity to play, if we can just move to where that elusive puck is going to be.
Can you hear me now?