Why conduct landline-only surveys when 1 in 5 households are cellphone-only?

Friday, May 29, 2009 by Susan Bilczo
I ran across this article recently that highlights the results of a report that the Center for Disease Control put out on wireless substitution (aka canceling your land line for a cellphone).

There were some very interesting results:
  • Over one in five U.S. households (20.2%) are cellphone-only, an increase of 2.7% over six months ago.
  • One in every seven homes (14.5%) took all their calls on cellphones despite having a landline.
  • More than three in five adults living only with unrelated adult roommates (60.6%) were in households with only wireless telephones. This is the highest prevalence rate among the population subgroups examined.
  • Nearly two in five adults renting their home (39.2%) had only wireless telephones. Adults renting their home were more likely than adults owning their home (9.9%) to be living in households with only wireless telephones.
  • Men (20.0%) were more likely than women (17.0%) to be living in households with only wireless telephones.
  • Adults living in poverty (30.9%) and adults living near poverty (23.8%) were more likely than higher income adults (16.0%) to be living in households with only wireless telephones.
This information is certainly handy to market researchers as it helps them figure out the best groups of people to use mobile marketing surveys on rather than other survey methods.

But then I began to wonder, why would the CDC need to do such an in-depth study on mobile phone usage? Shouldn't they be focusing on health-related data collection?

Well, it turns out that most major survey research organizations, including the CDC's National Center for Health Statistics, do not include wireless telephone numbers when conducting random-digit-dial telephone surveys. Therefore, the inability to reach households with only wireless telephones has potential implications for results from health surveys, political polls, and other research conducted using random-digit-dial telephone surveys.

So, to combat this problem, the CDC conducts in-person surveys to collect information on health-related issues. During this interview they also take the opportunity to collect information on household telephones: is your family wireless-only or landline. This information is released via the report above twice a year.

I think it is great that the CDC is aware of this problem, but why keep conducting random-digit-dial telephone surveys if you've already proven with your own study (not to mention all the other mobile phone vs. landline statistics that are out there) that you will get biased results?

Seems pretty obvious here that the best answer for the CDC, as well as the other major survey research organizations, is to switch to mobile data collection.

Comments for Why conduct landline-only surveys when 1 in 5 households are cellphone-only?

Leave a comment





Captcha