Thursday, April 15, 2010

Cell Phone Only Households


Arbitron has been working overtime to include more and more Cell Phone Only households into their reports in nearly every market.  Diary or PPM you will now see more of these growing number of households included.

They have integrated both the Telephone Based Sample base and a Address Based Sample into their overall sample pool.   The national average for Cell Phone Only households is 22.7% as of the 2009 research from the Center of Disease Control (they do 2 studies a year that have become the benchmark here).

Of course we'll see this number increase as the data is updated and if you look at various demos (like 18-34s) the number is much higher than 22.7%.

It's also different for individual markets and Arbitron has just released a cell phone only household map of the country for the Arbitron Markets.   Take a look (Arbitron Cell Phone Only Map).

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