The general population more likely to take part in panel surveys if they can use mobile phones rather than the pager like devices usually used, according to a new US study by The Media Audit.
The research shows adults are 3.5 times more likely to agree to participate in a panel study using a mobile phone (66%) versus 18% who would agree to carry a pager.
Bob Jordan, president of The Media Audit, said: “The cell phone is an integral part of people’s lives today. The less disruptive the monitoring device, the more inclined people are to cooperate. Greater cooperation leads to more reliable and accurate research. Of the monitoring devices that are being used today, cell phones are the least intrusive to our life styles. This is why we say the cell phone is the simple, common sense solution for media measurement today and for tomorrow.”
Jim Higginbotham, chairman and head of research at The Media Audit, added: “These findings are very significant for the radio industry as the monitoring device has a direct impact on the results. The monitoring device is one of the key foundations to good research. The media industry understands the principle that the monitoring device impacts the results. That’s why the industry wishes to drop the diary in preference to electronic measurements. There’s concern that the diary, as a collection instrument, is adversely affecting radio ratings results. For astute researchers, this kind of scrutiny and concern also extends to the different devices that can be used for electronic ratings.”
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