As reported by Paul Heine in Billboard Monitor, the “cell phone only” issue isn’t just confined to radio. Just last weekend in Miami, the American Association for Public Opinion Research discussed this issue. These researchers are discovering that the number of people who have canceled their land lines in favor of cell phones has doubled in less than two years.
Stephen Blumberg, a scientist with the Centers for Disease Control and Prevention, noted that “the polling community needs to come up with a strategy sooner rather than later.” Obviously, this is a key issue that transcends Arbitron diaries, because it impacts all survey research that is being conducted. When a significant number of consumers is excluded, there’s something wrong with the process.
While we commend Arbitron for continuing to study how “cell phone only” listeners may differ from the general population, the larger issue is that this is a fast-growing trend that promises to plague market researchers in a big way. Perhaps the research ought to be focused on how to find the best way to include these consumers in the survey process.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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