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Cost-Cutting Consumers Crave Cell Phones; Could Cancel Cable

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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