You are on page 1of 49

Surveying Cell Phone-Only Canadians

:
Looking at the Possibilities

Presentation to the
Marketing Research and Intelligence Association
Ottawa Chapter
February 19, 2009

Why the research was conducted

- presence of cell-only households

- higher incidence among younger people, men and single-
person households

- effect on representativeness of RDD samples

- part of wider study on the use the new technologies in
communications

Who conducted the research:

The sampling frame development: ASDE Survey Sampler

The sampling and interviewing: Ekos Research Associates

The analysis: Arcturus Research Solutions

The client: The Public Opinion Research Directorate of Public
Works and Government Services Canada

The current situation

- 14% of households in the US and 5% in Canada are cell-only

- The trend in Canada and especially the US is up
(see citation below)

- cell-only are disproportionately

- one-person unattached
- found in large urban areas
- 18 to 34 yrs
- below-average income
Source: Statistics Canada’s Residential Telephone Survey; and Ambrose, Don; Gray, Derrick; and Halpenny, Gary; Follow-up
on cell-only households – a growing concern for telephone surveys;. VUE, January 2008; pages 16-18

The current situation (continued) RDD Surveys that exclude cell-only households could encounter the following: . the problem is likely to get worse… . single-person households) If present trends continue.non response bias (young adults.increasingly incomplete sampling frame .

Statistics Canada 2006.Comparison of Coverage of the Population: Telephone and the Internet Telephone: RTSS Survey. Internet: New Technologies and Government of Canada Communications. 2007 100% 1 5% % 21% 80% 60% no coverage 94% cell-only 40% 79% Coverage 20% 0% Telephone Internet .

How the Cell Phone Only (CPO) sample was developed Randa Bell Vice President ASDE Survey Sampler February 19. 2009 .

• Discussions with clients at 2007 MRIA Conference in Collingwood • Following growth closely in US • 5% of Canadian Households are CPO (Stats Can December 2006 Report) .

Idea comes to life! .

000+ exchanges reserved for cell phone only (Telcordia) . Some numbers • Cell phones first appeared in Canada around 1983 • Today. upwards of 67% penetration • 3.

Some numbers (continued) • Each exchange can contain up to 10.000 numbers … potential of 30 million • Estimate each exchange to be populated at 50 % … which means 15 million cell phones to be reached in Canada .

The process • Huge capacity of ASDE’s IVR System • Generated numbers at random in cell phone dedicated exchanges • Proportionate to population of Canada by province .

The process (continued) • Programmed and recorded survey with one question only • Nature of cell phone we were reaching: CPO household or in addition to landline • Simplified wording .

The questionnaire • 20 seconds. National Study • Only one question. nothing to sell • Phone line which is not cell phone = PRESS 1 • Cell phone only household = PRESS 2 • Reimbursement of call = PRESS 3 • Repeat question = PRESS 9 .

Any cell phone that connected 2. CPO households (most valuable list) • PWGSC chose sample from each list . The results • Two very useful lists 1.

How to incorporate cell only samples into RDD • Dual frame sampling method Portion from cell phones Portion from RDD • Augment traditional sample with cell phone numbers (no overlap) .

How to incorporate cell only samples into RDD • Include proportion of CPO households (7%) in sample • Possibly assign quota on completed interviews vs. starting sample .

You are invited to participate.8 minutes Interviews conducted: January 14 to 28. Research Approach A text message was sent on January 9. 2008 to 2.” Average length of interview: 12.391 numbers provided by ASDE Survey sampler English message was: “The Government has hired EKOS to conduct a study on internet-based technologies and their use in Canada. 2008 .

The Government of Canada New Technologies in Communications Study: the three modes Item Cell-only RDD GoC Online Sample 203 1.718 2.619 Period January Oct/Nov Oct/Nov 2008 2007 2007 Response/ 17% 22% 66% completion .

all terrain vehicle. Currently driving. etc…?” n=293 100% 97% 80% 60% 40% 20% 3% 0% Not currently driving. operating operating . Early Termination of Interviews Question: “To begin. we would like to confirm that you are not currently operating a motorized vehicle or machinery of any kind such as a car. snowmobile. van. truck.

Terminations owing to Presence of Landline 70 interviews terminated because they have landline in the household .

” n=203 100% 80% 59% 60% 40% 33% 20% 7% 1% 0% Yes. as a token of our appreciation.00 to either Chapters-Indigo or Tim Hortons. their choice. Recall of Text Message Question: “Do you recall receiving a text message on your cell-phone or wireless device from our company in the past five to seven days notifying you that we would be phoning you to complete an interview? Please Note: All survey respondents who wish will be sent a gift certificate for $10. No DK/NR definitely vaguely . Yes.

we would like to send you a $10 gift certificate to either Chapters- Indigo or Tim Hortons for taking part in this surveys. Tim No Indigo Hortons . Yes. Chapters. would you like to receive a $10 gift certificate?” n=203 100% 80% 63% 60% 40% 28% 20% 10% 0% Yes. Preferred Incentive Question: “As we mentioned at the beginning of the survey.

9% .391 Total out of scope 549 Unresolved 920 In-scope non-responding 611 Language difficulty 10 Unavailable 0 Refusals 598 Break-offs 3 In-scope responding 311 Completes 203 Ineligible 77 Quota filled 31 Response rate 16. The Call Disposition Total numbers accepted 2.

“While completing this interview. were you alone or with other people?” (n=203) 100% 80% 68% 60% 40% 29% 20% 3% 0% Alone Family and Others friends . The Cell-Phone Interview Situation Response to question.

“Are you the sole owner of this cell phone or is its shared with at least one other person 16 years of age or older?” (n=203) 100% 95% 80% 60% 40% 20% 5% 0% Sole owner Not sole owner . Cell Phone Ownership Response to question.

Location of the Cell-Phone Interview Response to question. “When we contacted you. were at …work or school…at home…outdoors?” (n=203) 80% 75% 60% 40% 20% 10% 10% 0% Work or school Home Outdoors .

RTSS Census unweight weight . Sample. The Sample: by Gender (n=203) 100% 31% 80% 41% 41% 51% 60% Women 40% Men 69% 59% 59% 49% 20% 0% Sample.

The Sample: by Age (n=203) 100% 80% 60% Sample. unweight 39% 38% Census 40% 31% 28% 26% 20% 15% 16% 6% 0% 16-24 25-34 35-44 55+ .

RTSS Census unweight . The Sample: by Education (n=203) 100% 80% 44% 58% 56% 60% Postsecondary High School 23% 40% <High School 27% 28% 20% 33% 15% 16% 0% Sample.

The Sample: by Household Income (in $000) (n=203) 100% 6% 7% 7% 8% 16% 80% 33% 31% DK/NA 60% 51% 100K+ 40% 40K to 99K 0K to 39K 54% 54% 20% 33% 0% Sample. RTSS Census unweight .

The Sample: by Number of Persons in Household (n=203) 100% 13% 24% 80% 38% 28% 60% 29% 3+ 34% 2 40% 1 59% 20% 46% 28% 0% Sample. Cell-only. Census unweight RTSS (RTSS) .

” (cell-only. n=203. landline. n=1718) 100% 88% 93% 90% 90% 80% 74% 70% 60% Cell-only 40% Landline 20% 0% 16 to 24 25 to 34 35+ . by Age Question: “Do you personally use the Internet? This includes using e-mail.Internet Use: Cell-only versus Landline Respondents.

work.9 20 18. n=172. not including the time you spend sending or receiving e-mails? Please include all locations. how many hours do you spend on the Internet. landline. school.1 Cell-only 14. etc…” (cell-only.3 8.9 0 16 to 24 25 to 34 35+ .314) 40 20.Mean Hours per Week on the Internet: Cell-only versus Landline Respondents Question: “ln a typical week. such as home. n=1.1 14 Landline 11.

n=1203) 100% 7% 15% 80% 42% 36% 60% daily or more weekly 40% never 49% 51% 20% 0% Cell-only Landline . n=168. landline. if ever. Reading or Contributing to Blogs: Cell-only versus Landline Respondents Question: “How frequently. do you… read or contribute to a blog?” (cell-only.

do you…participate in a social networking site like Facebook or Myspace?” (cell-only.Participating in Social Network Sites: Cell-only versus Landline Respondents Question: “How frequently. n=168. landline=1.271) 100% 23% 80% 38% 60% 28% daily or more 31% weekly 40% never 49% 20% 30% 0% Cell-only Landline . if ever.

n=168. if ever. n=1340) 100% 18% 11% 80% 46% 60% daily or more 54% weekly 40% never 20% 43% 28% 0% Cell-only Landline .Using Sites like YouTube: Cell-only versus Landline Respondents Question: “How frequently. post or download videos from sites like YouTube?” (cell-only. do you…view. landline.

n=1. radio or print? Please use a 5-point scale where 1 means much less reliable.216) 3.5 Mean 1 0.73 2.0 Reliability compared to Traditional Media “Thinking about the different Internet-based applications and technologies that we have been talking about. such as television.5 2 1.5 0 Online RDD Cell-only . do you think that the information available on these sources is more or less reliable than information obtained through traditional media.” (cell-only. Mean Ratings for Web 2. online. n=168.15 2.88 3 2. 5 means much more reliable and the mid-point 3 means the same level of reliability. landline=1.5 3.292.

Significant differences between the Cell-Phone and Landline Samples: Demographics (significant at the a=.05 level) Significant Not significant Gender Employment Status Age Province Official Language Urban/Rural Residence Education Income Household Size .

it means that the Government endorses the web site” .05 level) Significant Not significant “Internet more reliable than “Canadians should be traditional media” allowed to post content on “The Government should GoC web sites” invest in Web 2.0” “The Government should post material on popular web sites” “If GoC material appears on a web site.Significant differences between the Cell-Phone and Landline Samples: Attitudes (significant at the a=.

Significant differences between the Cell-Phone and Landline Samples: Behaviour (significant at the a=.05 level) Significant Not significant Hours spent on Internet Internet use Keep informed of Government news and Use of pod/video webcasts information Contribute to blogs Messages and chat rooms Contribute to social networking sites Download from YouTube .

which method would you prefer: completing an online survey or taking part in cell-phone interview. Preference for Survey Mode: Cell-Only Sample Question: “If you were invited to take part in a Government of Canada public opinion survey. or you have no preference?” 1% Online 41% Cell 50% No preference DK/NA 8% .

60% 51% 40% 33% 20% 12% 4% 0% Very Somewhat Not very Not at all . “How likely are you to agree in the future to participate in a Government of Canada survey over the cell phone: very likely. somewhat likely. not very likely or not at all likely?”. Likelihood of Participating in Another Cell-Phone Survey Response to question.

Reasons Given for Not Participating in Future Cell-Phone Survey (number of respondents) (Among persons who said “not very likely” or “not at all likely”) Response to question. “Why do you say that?” Number of responses (n=26) 12 11 10 8 8 6 4 3 2 2 2 0 Too Dislike Cost Prefer DK/NA busy/time surveys Online .

Incentives Interviewing Sample postage Development .800 $1.000 $0 SMS. Costing: the Final Analysis Total cost: $20.803 Cost per completed interview: $102.432 $10.830 $2.000 $6.48 $9.000 $1. letter.741 $8.000 $4.000 $7.

124 $25.000 $23.000 $0 50 cell-only 950 landline 1000 total .000 $10.000 $15.21 $30.124 $5. Costing: Hypothetical Survey of 1.48 Cost per completed interview 950 landline: $24.000 $20.000 $28.000 $5.000 Adults Cost per completed interview 50 cell-only: $102.

demographics .attitudes . Conclusions -Surveys of cell-phone only households feasible in Canada .subject matter .Significant differences between cell-only and landline respondents: .behavioural .

ethical/respondent burden . Conclusions (continued) .high cost relative to other modes .Canadians will respond .keep in mind target population of survey .keep the survey short (12 minutes or less) .

gc. see the report A Survey of Cellular- Telephone-Only Households The New Technologies “Web 2.html .0” and Government of Canada Communications Project at http://www.ca/index-e.porr-rrop.The complete report is also available For a copy of the complete report (English) or the executive summary (English or French).