Arbitron ids Market-Level Cell-Phone-Only HHs.
June 17, 2009
Arbitron Inc. announced that for the first time it has compiled population estimates for cell-phone-only (CPO) households down to the local market level (see related map).
“We believe Arbitron is the first market researcher to track market-level cell-phone-only penetration,” said Bob Henrick, Executive Vice President Customer Solutions at Arbitron. “We use the county-level CPO penetration results from our sampling operations as a building block to produce metro-level CPO penetration estimates.
Based on survey data for Arbitron’s 151 diary markets combined with the National Health Interview Survey, Arbitron estimates that the CPO penetration rates vary from as low as 5 percent in Hamptons-Riverhead, New York to as high as 38 percent in Bryan-College Station, Texas. The data indicates that there is a wide variation by region and market characteristics such as percent of the urban/suburban/rural population and age and ethnic distribution of the market population.
Arbitron introduced CPO sampling in 151 diary markets with its Spring 2009 survey to enable measurement of people who have “cut the cord” and can not be reached by landline. All Portable People Meter£ panels include cell-phone-only households.
These CPO penetration estimates are based on more than 154,000 surveys that Arbitron has received from households in 151 diary markets.
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http://www.newscom.com/cgi-bin/prnh/20090716/NY47485>
