Cell Phone Media Measurement: More Research Needed
June 2, 2006 at 10:17 AM (PT)
That's the conclusion of an EDISON MEDIA RESERACH study conducted in MARCH. The study suggest that some popular cell phone use habits could affect the ability of the devices to accurately measure media usage.
70% of Americans use cell phones, and millions characterize their phones as "constant companions." While this would seem to make cell phones ideal for media measurement, 50% of cell phone users admit to turning off their phones between 7p and midnight while they are still awake, while 9% of cell phone users said they had loaned their phones to others, according to the study.
Additionally, plans that offer free phones and minutes to survey participants could affect listening levels, as many respondents said they would listen to less radio if given such perks.
Check out the complete study by clicking here.