A funny thing happened while I was reading the latest USA Today/Gallup poll. Just like always, Gallup interviewed a representative poll of about 2,000 adults in order to determine American attitudes about the candidates and the country.
But in a small box, Gallup explained that for the first time, they are now integrating "Cell Phone Onlies" into their national samples. In fact, for every 1,000 interviews, there are now 130 CPOs in the sample.
On the one hand, Gallup notes that the effect of excluding those without landlines from research studies is negligible. Yet, after reviewing their procedures, they feel the need to include CPOs in their research. (By the way, once they find a CPO, they ask "For your safety, are you currently driving?" If the answer is "yes," the interviewer finds a better time to make a callback.)
Since we raised the question about the Cell Phone Only dilemma after our first Tech Poll in ’05, this situation has become a research issue. This is a growing population group, and they need to be represented in important research projects. In this blog, we have urged research companies – beyond Arbitron – to start including CPOs in their studies. Of course, this includes radio research companies – the ones who help us determine audience needs and tastes.
Now Gallup has stepped up to the plate. Who’s next?
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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