Arbitron Releases Cell Phone-Only Data
July 16, 2009 at 7:57 AM (PT)
ARBITRON has compiled population estimates for cell phone-only (CPO) households down to the local market level. "We believe ARBITRON is the first market researcher to track market-level cell phone-only penetration," said EVP/Customer Solutions BOB HENRICK. "We use the county-level CPO penetration results from our sampling operations as a building block to produce metro-level CPO penetration estimates."
ARBITRON's announcement comes a day after NIELSEN announced larger-than-expected sample sizes, including cell phone only data (NET NEWS 7/15). NIELSEN is addressed based, and they have collected CPO data in all 51 markets they are rolling out to.
Based on survey data for ARBITRON’s 151 diary markets combined with the NATIONAL HEALTH INTERVIEW SURVEY, ARBITRON estimates that the CPO penetration rates vary from as low as 5% in HAMPTONS-RIVERHEAD, NEW YORK to as high as 38% in BRYAN-COLLEGE STATION, TEXAS.
ARBITRON introduced CPO sampling in 151 diary markets with its SPRING 2009 survey to enable measurement of people who have "cut the cord" and can not be reached by landline. All PORTABLE PEOPLE METER panels include cell-phone-only households.
These CPO penetration estimates are based on more than 154,000 surveys that ARBITRON has received from households in 151 diary markets.
View a map of the data here.