As the need for an equal representation of demographics remains imperative, cell phone only households are being more predominant and harder to reach by traditional land lines. The increased number of cell phones can leave over 1/3 of American households out of survey research and opinion polling.

 

This is particularly important as over 25% of American households use a cell phone only (CPO) and an additional 15% are cell phone mostly (CPM) even though they have a land-line. Research has already demonstrated that cell phone only households are more likely to be:

 

·        Younger

·        Have moved within the last year

·        Renters

·        Members of Minority groups

·        Living in poverty

 

Precision Opinion understands this impact and helps our clients achieve a higher quality of research by including cell phone interviews in telephone surveys. In addition to cell phone interviews, Precision Opinion can incorporate random digit dial (RDD) sample, listed sample, client provided sample and web interviewing (CAWI) in the same project simultaneously. This multi-mode environment allows for all data using each method to be collected, each with different questions, in the same database for immediate export and ultimate analysis.

 

As the number of cell phone only and cell phone mostly users increase, researchers will need to address these and other solutions to meet adequate representation of demographic results. Precision Opinion helps clients meet these cell phone challenges and provides constant insight towards new developments.