Scarborough Cell Phone-Only sample increases survey proportionality among Young, Multicultural Adult

Consumer and media research company Scarborough Research released data findings from its first phase of cell phone-only (CPO) survey data collection. The company began adding CPO treatment to its survey in select local markets one year ago, and data from that initial phase was issued to the marketplace beginning in April of 2010. A compilation of CPO respondent demographics from those initial studies revealed:

— CPO respondents are much younger than landline respondents. Half (50 percent) of CPO respondents are between the ages of 18-34, more than three times the incidence of 18-34 year olds reached via landline.

— CPO respondents hail from a broader base of multicultural groups than landline respondents, with 20 percent to 50 percent higher incidences of African-Americans, Hispanics and Asians among CPO respondents.

“Our sizable investment in cell phone-only is just one example of Scarborough’s ongoing commitment to enhance the quality and usability of our data,” said Gregg Lindner, executive vice president, Scarborough Research. “CPO consumers are increasingly important to our media and agency clients. They rely on Scarborough to be innovative in our survey approach and appropriately capture the evolution of the American consumer.”

“CPO respondents are a sizable and growing part of the U.S. population, and tend to be disproportionately young and minority,” said Dan Mallett, chief statistical officer, Scarborough Research. “Rigorous survey research must include CPO respondents to properly represent the U.S. and local market populations.”

Scarborough Research employs an address-based sample frame to identify cell phone-only populations. This CPO sample is combined with the company’s landline telephone sample frame to collect data for its syndicated Top-Tier Local Market service.

Scarborough also announced the next sets of markets receiving CPO treatment. By Release 2 2011, which will be issued to the marketplace in the Fall of 2011, all Scarborough Top-Tier local market studies will be receiving CPO treatment (77 Local Market Studies).

For more information at http://www.scarborough.com