Thursday, April 15, 2010
Cell Phone Only Households
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).