SOURCE: Telephia

March 26, 2007 08:00 ET

Arbitron and Telephia to Release Landmark Study of Mobile Audio Consumption

Study to Profile Current Users and Explore Motivations That Can Drive Increased Use of Mobile Digital Audio

NEW YORK, NY and SAN FRANCISCO, CA -- (MARKET WIRE) -- March 26, 2007 -- Arbitron Inc. (NYSE: ARB) and Telephia today announced that the two companies will present findings from a landmark study of the attitudes and behavior of the mobile audio user. The collaboration between these two leading research companies -- experts in the mobile and the radio ratings industry -- will provide insights into current mobile phone-based listening habits and reflects the dynamic media convergence happening today. The study will be presented via Webex and audio teleconference on Tuesday, April 3, 2007 from 1:00 pm to 2:00 pm (EDT).

Telephia, the world's largest provider of syndicated consumer research to the telecom and mobile media markets, and Arbitron, the media and marketing research firm best known for measuring network and local market radio audiences, surveyed mobile phone and audio users via the Internet to determine:

--  What proportion of wireless subscribers use their phone for non-voice
    applications?
--  What proportion of wireless subscribers have used mobile audio in the
    past 30 days?
--  What is the profile of mobile audio users?
--  How satisfied are mobile audio users with the experience and what
    would cause them to use it more?
--  Is mobile audio consumption a substitute or a complement to usage of
    traditional media?
--  How much do consumers use various types of mobile audio -- over the
    air downloads vs. free FM radio vs. subscription radio vs. side-load from
    other devices?
--  When and where do consumers use mobile audio?
--  What types of music do mobile audio users listen to most?
--  Do consumers prefer fee-based mobile audio over ad-supported mobile
    audio?
    
Initial findings from the Arbitron/Telephia Mobile Audio Media Study show that roughly six percent of mobile subscribers say they have listened to audio content on their mobile phones in the last 30 days. In addition, the profile of today's typical phone-based audio user is classic early-adopter: 63 percent of these users are men and 71 percent are in the 25-44 year-old age group.

Furthermore, current mobile audio users are media enthusiasts. They spend more time than the general mobile population on nearly every media and entertainment activity. The exception: current mobile audio users report spending significantly less time per day watching TV than do typical wireless subscribers.

When:        Tuesday, April 3, 2007
             1:00 pm - 2:00 p.m. (EDT)

How to       TELECONFERENCE:
participate: Toll-free phone number: 1-866-248-7961
             Conference Code: 410 312 8648

             About five minutes before the presentation, please click the
             following link to join Webex call:
             https://arbitron.webex.com/arbitron/j.php?ED=97907877
             MEETING NUMBER: 358 114 954
             PASSWORD: mobileaudio

Presenters:  Wayman Leung, product manager, Telephia
             Neal Bonner, business development manager, Arbitron Inc.
About Telephia

Telephia is the world's largest provider of syndicated consumer research to the telecom and mobile media markets. Telephia is your connection to the digital consumer. Since 1998, executives at service providers, device manufacturers, content providers, and retailers have relied on Telephia data to make confident competitive strategy, marketing and resource allocation decisions. Telephia uses its unique measurement tools and large-scale consumer panels to completely understand the digital consumer's behavior, attitudes and experience.

To learn how Telephia data can help you understand the digital consumer and track your competitive performance, please contact us at (415) 395-0500 or www.telephia.com

About Arbitron

Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies in the United States and Europe. Arbitron's core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company has also developed the Portable People Meter™ system, a new technology for media and marketing research.

Arbitron's marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Arbitron has approximately 1,900 employees; its executive offices are located in New York City.

Through its Scarborough Research joint venture with VNU, Inc., Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries.

Portable People Meter™ and PPM™ are marks of Arbitron Inc.

Contact Information


  • Press Contact Telephia:
    Maria Bumatay
    email: Email Contact
    phone: +1 415.637.4904

    Press Contact Arbitron:
    Thom Mocarsky
    email : Email Contact
    phone: +1 410.312.8239