2008-05-23-皮尤-Polling_in_the_age_of_cell_phones_12页_75kb

Report Summary: Internet Access and Use with Cell Phone Interviewing

Introduction

The study examines whether adding cell phone interviews to traditional landline surveys affects American involvement with, use of, and attitudes toward the internet. It addresses the growing issue of households without landline phones, aiming for better population coverage, especially among younger Americans.

Methodology

The research is based on the 2007 Annual Gadgets survey by Pew Internet & American Life project. Data from randomized digit dialing (RDD) landline surveys (1,554 respondents) and cell phone surveys (500 respondents) were weighted and compared for key parameters.

Key Findings

• Sample Differences: The cell phone sample is younger (mean age 37 vs. 49 for landline), with higher male proportion and fewer older adults.
• Internet Access and Use: Cell phone interviewees report higher internet access (86% vs. 76%), usage, and activity levels, such as downloading music, video, and social media engagement. Age is a primary factor driving these differences, but methods used to reach respondents via cell phone contribute independently.
• Young Adult Analysis (Age 18-30): Substantial differences exist, including demographics (e.g., higher student rate in cell phone sample) and behavior (e.g., cell phone users engage more in online activities). Both samples show high internet access in this group, but cell phone respondents are more active online.
• Attitudes: Cell phone interviewees more positively view technology's role in giving people control over their lives (57% vs. 46%).
• Methodological Challenges: Many respondents with landlines prefer cell phones for most calls, questioning the relevance of having landlines and suggesting cell phone interviews may be better for reaching certain populations.

Conclusions

Adding cell phone interviews makes a significant difference in findings for variables related to age and internet use, implying that cell phone-based sampling should be considered in national surveys to ensure accurate representation, especially for younger demographics.