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

Anna Fleeman, Barbara C. O'Hare and Ed Cohen
Arbitron 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. Senate Commerce Committee in September 2004, Steve Largent (CTIA President and CEO) remarked that eight million Americans use only cell phones for their voice communication purposes.2) These are referred to as “cell-phone-only users” or those who “have cut the cord.”