Arbitron Will Start Using Cell-Phone-Only Households In 2008
February 16, 2006 at 3:01 PM (PT)
ARBITRON has announced plans to begin including cell-phone-only households, beginning with the 2008 survey. The company cites findings in a recent research study conducted by the NATIONAL HEALTH INTERVIEW SURVEY (NHIS) show individuals who rely exclusively on cell-phones have different listening patterns than those who live in households that have wired landline telephones, but due to the relatively small percentage of cell-phone-only households, there would currently only be a slight effect on listening estimates with cell-only individuals included in the ARBITRON sample. The NHIS survey estimates that currently approximately 7% of the population is cell-phone only, but ARBITRON expects cell-phone-only households to continue to increase.
The study indiactes people with cell-phone-only are more likely to:
Live in homes with fewer people
Be age 18-24 and 25-34
Listen to more radio, and
Listen to radio formats which appeal to these age groups (Alternative, Rock, CHR, and Country).