Scarborough Releases First Cell Phone-Only Findings

Keeping pace with the changing communication habits of younger consumers, earlier this year Scarborough Research completed the first wave of its surveys of cell phone-only (CPO) households, a new regular service offered as part of its selected local market studies.

This week, the company released its first findings from analysis of the CPO data, showing that CPO households tend to be younger and more diverse than landline households. As expected, CPO households are markedly younger, according to Scarborough, which found that 50% of CPO respondents fall between the ages of 18 and 34 -- over three times the proportion of this age cohort in landline surveys. CPO households also showed a larger proportion of ethnic minorities, with incidences of African-Americans, Hispanics and Asians in these households, ranging from 20% to 50% higher than landline households