About 40% of consumer surveyed by GfK Roper Consulting during mid-2008 and early 2009 said they'd be willing to do without cable or satellite TV, Arik Hesseldahl reports. Only 37% said they were
getting good value for the price they pay. When asked to identify the last nonessential thing they'd be willing to give up, 15% said their cell phone or BlackBerry. The only item that ranked higher on
that list, at 16%, was "driving where I want, when I want."
Younger consumers felt even more strongly about mobile devices -- 23% said their phone would be the last thing given up, nearly
twice the percentage of adults aged 45-59.
These results don't surprise researchers at GfK Roper, who have been studying consumer habits since the 1970s. People tend to eschew products
deemed frivolous or overpriced, according to Jon Berry, a vp at the consulting firm. But that doesn't keep them from embracing new technologies -- even items that carry high price tags
if they
are seen to deliver good value for the cost.
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