Abstract:

The authors present results from a study in which respondents were called on their cellular (mobile) phones to determine their levels of cellular dependence (e.g., cell-only or cell-casual users). Respondents were also asked to participate in Arbitron's Radio Ratings. This is likely the first time a cellular-based sample frame has been used in U.S. media measurement recruitment, due to strict federal laws about calling cellular phones. The findings are striking in terms of the number and demographics of cell-phone-only households - households not represented in the measurement of radio listening if only landline-based sample frames are used.