Cell Phone Interviewing Will Be Mandatory for All Surveys in the Very Near Future (12/31/10)

It is no surprise to the survey research community and knowledgeable political observers that the growing population of cell phone only households will require reliable surveys in the near future to include both land line and cell phone sample.  Our friends at the American Association of Public Opinion Research, (AAPOR), in late 2010 released the latest findings of the AAPOR Cell Phone Task Force (www.AAPOR.org).  The report contains thorough research, data and information that is incredibly helpful to researchers in determining how to survey the cell phone only and cell phone/land line population.  There are significant differences in the demographics between individuals that use their cell phones “most of the time”, compared to using a land line phone “most of the time”.  According to extensive reaseach conducted by Pew Research Center and AP/GfK-Roper using RDD (random digit dialing) cell phone sample:

RDD cell phone sample is demographically more male compared to land line RDD cell sample, 57%/59% to 43%/41% respectively.

RDD cell phone sample is demographically younger compared to land line RDD cell sample, among 18-34 39%/36% to 13%/11% respectively.

RDD cell phone sample is demographically less white compared to landline RDD cell sample, 67%/74% to 79% to 81% respectively.

The bottom line is the growth of cell phone only and cell phone/land line households will require a dual frame approach for all surveys to achieve acceptable coverage of the population being surveyed.  Magellan intends to invest significant resources in 2011 to test and finalize a process that is affordable and reliable for all our clients.