Adding "cell phone only" households in a radio measurement service - a U.S. experience

The authors present results from a study in which respondents were called on their cellular (mobile) phones to determine their levels of cellular dependence (e.g., cell-only or cell-casual users).

Adding “cell phone only” households in a radio measurement service - a U.S. experience

Anna Fleeman, Barbara C. O'Hare and Ed CohenArbitron Inc., United States

INTRODUCTION

While high cellular (mobile) phone penetration has been prevalent for years in countries outside the United States, the current rapid growth in the United States challenges the validity of current RDD surveys that rely solely on landlines. In the United States, there are an estimated 182 million subscribers to wireless phone services, according to the Cellular Telecommunications and Internet Association (CTIA).1)In his testimony before the U.S....

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