Arbitron Reannounces Cell Phone-Only-Households Surveys In 2008
March 29, 2006 at 7:48 AM (PT)
Going on the offensive, and recognizing that more and more hard-to-reach younger demos have settled on being cell-phone-only households, ARBITRON has once again announced that it "will begin introducing cell-phone-only households into our radio surveys starting in 2008 (NET NEWS 2/16). Including people who can only be reached by cell phone in the ARBITRON sample is a very big undertaking and the company is committed to keeping the industry up to date on our progress."
This comes on the heels of an ARBITRON study released last month with data pertaining to the listening habits of those cell-phone-only people. The study indicates that "Including cell-phone-only households would currently have only a slight effect on radio estimates, ARBITRON does expect that the incidence of cell-phone-only households will continue to grow."
ARBITRON's ANNA FLEEMAN will address this issue and present a study titled "Merging Cellular and Landline RDD Sample Frames" before the NY Chapater of the American Association for Public Opinion Research on THURSDAY (3/30).