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Cell Phone-only Profiles Revealed
In the US, local market consumer specialist Scarborough Research has released findings from its first phase of cell phone-only (CPO) survey data collection, which began in selected local markets one year ago. The data shows the extent to which CPO respondents 'tend to be disproportionately young and minority'.
Scarborough measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers using MRC-accredited surveys. Data from the initial phase of the CPO roll-out was first issued to the marketplace in April 2010. Analysis of this shows that CPO respondents are much younger than landline respondents: half are between the ages of 18-34, more than three times the figure for landline; and come from a broader base of multicultural groups than landline respondents, with 20-50% higher incidences of African-Americans, Hispanics and Asians.
Scarborough uses an address-based sample frame to identify CPO populations, combining it with landline telephone sample for the syndicated Top-Tier Local Market service.
'CPO respondents are a sizable and growing part of the U.S. population, and tend to be disproportionately young and minority', comments Chief Statistical Officer Dan Mallett. 'Rigorous survey research must include CPO respondents to properly represent the U.S. and local market populations.' CPO consumers are 'increasingly important to media and agency clients' according to EVP Gregg Lindner.
Scarborough has also announced the next sets of markets receiving CPO treatment. Data collection for Release 1 of 2011 began last month, for release to the market in April next year - aside from Boston, this is mostly focused on markets in the west and south of the country including Dallas, Houston, San Francisco, Las Vegas, New Orleans, Los Angeles and Miami, FL.
Phase II, for which data collection begins next year for issue to the marketplace in the autumn, features key markets in the north and east including Philadelphia, Chicago, Cincinnati, Washington, D.C., Detroit and New York.
CPO treatment for Scarborough USA+, the company's national study, will begin in Release 2 2011 (to market in February 2012).
A joint venture between Arbitron Inc. and The Nielsen Company, the company is on the web at www.scarborough.com/cpo .
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