Research from the Nielsen Company shows that health risks and privacy concerns were trumped by price and convenience as the top motivators to subscribe to a cell phone service. The findings come from Nielsen's quarterly Mobile Insights survey, which measures the attitudes and behaviors of both wireless subscribers and non-subscribers. 42% of mobile non-subscribers would be more inclined to join a cell phone service if prices were lowered, and 23% would be motivated by simpler calling plans and phone options. Surprisingly, recent studies on possible health threats related to mobile phones were not a factor, with just 8% citing lower health and safety risks as a motivator. Concerns related to identity theft and privacy were also low on the list, with 9% of non-subscribers motivated by lower risks of fraud.