Cell Phone Only Consumers in the United States
Americans are cutting the cord!
More and more Americans are cutting the cord of the once ubiquitous landline telephone line.
“There’s simply no need for a house phone any more,” said David Stanton, of Norcross, Georgia. “I’m not sure why anybody would want one.”
According to the Centers for Disease Control and Prevention, 20.2% of US households in 2008 were cell phone only households. That’s a continuing trend over the past several years; it’s up three percentage points in just the last year as budget-conscious Americans scrap their landlines.
But, who are these cell phone only consumers?
Adults in the South and Midwest (21%) are the most likely to be cell-phone only households. Those in the Northeast (11%) are least likely to have cut their landline off.
Poorer Americans (31%) are much more likely to only use a cell-phone and don’t bother with a landline. This goes to show that if a consumer can only afford one, he or she will opt for a cell phone. This correlates to the higher propensity of Hispanics and African-Americans to live in cell phone-only households.
Similarly, renters (39%) are far more likely to live in cell phone-only households. This is likely the case because renters often live with friends that are not related and tend to be younger than home owners (10%). Those living with non-family members (61%) are the most likley to be cell phone-only households.
Finally, adults 18-24 (33%) and 25-29 (42%) are extremely likely to live in cell phone-only households.
What does this mean for the marketer in America?
It means that the best way to reach an increasing amount of Americans is through the cell phone via mobile marketing.
In fact, in many cases, it’s the only way to reach your target market.
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