Scarborough Tips Early Cell Phone-Only Research

CPOs Younger, More Ethnically Diverse

SCARBOROUGH RESEARCH has released data from its first phase of cell phone-only (CPO) survey that found some interesting new revelations. The company began monitoring CPO households in select local markets one year ago; data from that initial phase was issued to the marketplace beginning in APRIL of 2010.

Among its early findings:

* CPO respondents are much younger than landline respondents; 50%) are between the ages of 18-34, more than three times the incidence of 18-34-year-olds reached via landline.

* CPO respondents hail from a broader base of multicultural groups than landline respondents, with 20% to 50% higher incidences of African-Americans, Hispanics and Asians among CPO respondents.

"Our sizable investment in cell phone-only is just one example of SCARBOROUGH’s ongoing commitment to enhance the quality and usability of our data," EVP GREGG LINDNER said. "CPO consumers are increasingly important to our media and agency clients. They rely on SCARBOROUGH to be innovative in our survey approach and appropriately capture the evolution of the American consumer."

"CPO respondents are a sizable and growing part of the U.S. population, and tend to be disproportionately young and minority," Chief Statistical Officer DAN MALLETT noted. "Rigorous survey research must include CPO respondents to properly represent the U.S. and local market populations."

SCARBOROUGH has also scheduled the next sets of markets to receive CPO treatment. By Release 2 2011, which will be issued to the marketplace in the Fall of 2011, all SCARBOROUGH Top-Tier local market studies will be receiving CPO treatment (77 Local Market Studies).

For a list of all the markets and for more information on SCARBOROUGH’s CPO treatment, go to www.scarborough.com/cpo.

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