For Immediate Release:
Monday, July 18, 2004

Bridge Ratings founder and President, Dave Van Dyke, announced today the release of the company's first study of cellphone "exclusives" and their media behavior.

The study was conducted between May 1 and June 30, 2005 among persons 15-24 years of age in 7 cities around the U.S.

"As far as I know this is the first data ever to be published on this elusive group,"explains Van Dyke. "And the most interesting aspect of this study is the fact that their media behavior differs from the control group of cellphone 'non-exclusives'."

For the purposes of this study of 2000 persons, 1000 were "cellphone exclusives", defined as those individuals who use only cell phones as their only telephony solution and have no personal landline telephone service. An additional 1000 were in the control group of "cellphone non-exclusives" - those who use cellphones as well as landlines as their preferred method of telephone use.

Among the findings released it was learned that while "cellphone exclusives" cume fewer radio stations per week (3 vs. 5) exclusives spent more time with radio and MP3 players and less time with Television and the Internet than the control group.

Cell Exclusives Weekly Time Spent with Media
(Hrs:Mins)

	Radio	TV	Internet	MP3	Satellite
CellExc	13:45	13:15	15:25	14:10	-
NonCellEx	13:01	15:45	16:55	12:15	-

The study also found that cellphone exclusives are more active when it comes to music consumption and the sources from which this use comes.

Cell Exclusive Music Consumption Sources
(% who use on a weekly basis)

	Online Dnload	Radio	MP3	Internet Streaming	Brick & Mortar
CellExcl	29%	95%	40.9%	19.1%	42%
NonCellExc	24%	94%	34.2%	17.9%	41%

When asked "How likely are you to purchase the following media devices within the next three months", the cell exclusive group continues to show very strong preference for acquiring either their first or additional MP3 players.

Intent to Acquire Media In Next 3 Months
%

	Very Likely	Somewhat Likely	Not Very Likely	Not Sure	Do Not Intend
MP3	29%	34%	15%	11%	11%
Satellite Radio	1%	5%	27%	20%	47%
Cell phone	15%	16%	17%	29%	23%

And of the 64% who responded positively to this question regarding MP3 players, over 50% (54.3%) indicated that Apple's iPod device was their preferred brand.

Though this is an on-going study of cell phone exclusives, our initial findings are that media behavior of this group of 15-24 year olds indeed differs from that of their peers in the non-exclusive control group. The marketing implications of these findings are clear and suggest that while the demographic in general may be diverse and proactive in its behavior and use of and intent to buy various media options, there are stratified segments of varying consumption that can be measured and successfully marketed to.

One of our client stations involved in the commissioning of this study has begun specifically marketing to this group via text messaging. Initial results indicate that the one-to-one marketing concept is building loyalty along with increased tune-ins and time spent listening.

Sample size: 1000 cell phone exclusives, 1000 cell phone non-exclusives (control). Sample error +/- 3.2%.

For more information contact Dave Van Dyke at 818.291.6420.

End