TNS Survey Shows U.S. Consumers Have Little Concern Over Cell Phone Cancer Risk

NEW YORK, June 16, 2011 /PRNewswire/ -- Over eighty percent of U.S. consumers surveyed, report being aware of the recent news released by the World Health Organization (WHO) that extensive cell phone use can increase possible cancer risk.  Yet, despite having this knowledge, less than twenty percent will adjust their current behavior.

The survey, conducted by TNS, a global leader in market information, asked respondents to identify which behaviors they were most likely to adapt in light of knowing about the recent WHO report. Eight (8%) percent of respondents said they would decrease the overall usage of their cell phones and a similar eight percent said they were now considering the purchase of a hands free device. While 17% of respondents did acknowledge the news is leading them to use their current hands free device more often, a surprising 70% said their cell phone behaviors would not change at all.

"The high degree of awareness about the recent news and relatively low rates of change in behavior really demonstrate the ubiquity of mobile usage and its importance in daily life, said Charles White, Senior Vice President at TNS. "Given the direct correlation between radiation emitted by cell phones and cancer rates remains unclear,  I think the risks would need to be much more pronounced to see significant impact on usage."

Based on the results of TNS' recent Mobile Life study, this reliance on mobile is only likely to grow as U.S. mobile users report 38% of their personal messages are sent via mobile vs. a computer,  while globally that number is 65% suggesting there is room to grow for the intensity of mobile usage.  

About TNS

TNS is the global leader in custom market research delivering actionable insights and research-based business advice to clients around the globe so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specializing in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 80 countries, TNS is dedicated to discovering growth opportunities for its clients in an ever-changing world.  Through its pioneering and innovative culture, TNS understands the latest marketing challenges and research techniques, being the first to discover and solve new marketing issues for clients.

DISCOVER – A changing world: New territories, new media, new opportunities. TNS is part of Kantar, one of the world's largest insight, information and consultancy networks.

Please visit www.tns-us.com for more information.

About Kantar

Kantar is one of the world's largest insight, information and consultancy networks. By uniting the diverse talents of its 13 specialist companies, the group aims to become the pre-eminent provider of compelling and inspirational insights for the global business community. Its 26,500 employees work across 95 countries and across the whole spectrum of research and consultancy disciplines, enabling the group to offer clients business insights at each and every point of the consumer cycle. The group's services are employed by over half of the Fortune Top 500 companies.

For further information, please visit us at www.kantar.com

SOURCE TNS

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