Event Viability > 78% of households have a mobile phone

Both concepts one and two of the Health Awareness Event rely on the consumers owning a mobile device. Without these devices it will be hard to target consumers with the message of the campaign or navigate them via GPS (SatNAv) to the position of foods in the supermarket to improve their overall diet. The following statistics have been researched to ensure that there is or will be a market for the event proposals mentioned.

Percentage of households with selected consumer durables, UK

These statistics taken from www.statistics.gov.uk demonstrate the marketability of the concepts proposed. One of the first things i will point out is the rise in ownership of mobile phones. This consumers durable has seen the biggest rise in ownership of all the durables included since 1998. These statistics demonstrate how mainstream ownership of such devices is becoming, which is crucial to the success of the event proposals. If users don't possess the technology to accommodate the proposals then in the short term the event could not be marketable.

In contrast you may also notice that ownership of land line telephones has dropped, this can only be attributed to the rise in mobile telecommunications. Internet connections in houses has seen an equally dramatic rise in ownership, thus supporting the campaign outlines further. With this increase in ownership you would expect an increase in the use of online shopping methods, as well as a general open mindedness to the possibilities other technologies can provide. This open minded approach to technology and acceptance of it as a part of our every day lives is crucial to the success of both the Health Awareness Week campaign concepts.