"The number of people who use cell phones as their exclusive or primary telecommunications device is growing rapidly, and this raises important questions about their media consumption patterns--especially for mobile media such as radio, implies the new Arbitron study. The findings are important, because many believe that cell phone-only individuals are growing rapidly--and their behavior is beginning to influence how they use other media, as well as how marketing and media researchers measure them. Among other things, federal law prohibits market researchers from utilizing so-called random digit dialing phone survey techniques for mobile phones, a popular method of marketing research."
-- Media Post
