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Bush or Kerry - Are Pollsters Making the Connection? New CEA Survey Finds Consumer Shift to Cellular Phones, New Telephone Technologies Leave Millions out of Polling Process
ARLINGTON, Va. --(Business Wire)-- Oct. 22, 2004 -- Survey Finds Republicans More Likely To Respond To Phone Polls; Democrats More Likely To Screen Calls and Answer Most Calls At Home Using Cell Phone
As many as eight million U.S. households could be left out of the political polling process as a growing number of consumers move to cellular phones as their sole means of taking and making telephone calls, according to a new survey conducted by the Consumer Electronics Association (CEA).
"Number portability, advanced text messaging and voicemail features, and most importantly, falling prices for service plans are all allowing more and more consumers to cut the cord to their traditional landline services," said CEA President and CEO Gary Shapiro. "This trend is without question making it harder for political pollsters to get an accurate read on local, state and national races."
The research, conducted online October 2 through October 5 among 568 likely voters, reveals cellular-only consumers receive far less polling solicitations than those with traditional landline service. In fact, only 10 percent of cell phone-only likely voters reported receiving at least one polling solicitation for a local, state or national election in the last 60 days. This compares to nearly 30 percent of consumers who also have, or rely exclusively on, traditional landline service.
The survey found a large portion of the cellular-only group (37 percent compared to 28 of all likely voters), don't consider themselves Republicans or Democrats. Instead they're more likely to be Independents or have no political affiliation at all. The cellular-only group is also much younger by nearly half compared to all other consumers, more likely to be single, employed part-time or not at all (mostly students) and have lower average incomes.
Another factor thwarting the effectiveness of political pollsters is the practice of call-screening. Consumers screen their incoming calls by listening to the voice of the person leaving a message on an answering machine or looking for a familiar number using caller ID services.
The survey found while likely voters, both Republican and Democrat, reported receiving an equal number of polling calls, Republicans are 25 percent more likely than Democrats to have responded to at least one poll. The difference was just as pronounced for polls related to the national election where Republicans were more than 23 percent more likely to have responded to a poll call.
Some of the difference may be attributed to the survey findings showing that Democrats are much more likely than Republicans to indicate they screen their calls (44 percent and 27 percent respectively).
The survey also uncovered another factor working against pollsters. Democrats with cellular phone services, who also have a traditional landline, are 46 percent more likely (35 percent and 24 percent respectively) than Republicans to say they answer "most" of their incoming calls at home using their cell phones.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the consumer technology industry through technology policy, events, research, promotion and the fostering of business and strategic relationships. CEA represents more than 1,700 corporate members involved in the design, development, manufacturing, distribution and integration of audio, video, mobile electronics, wireless and landline communications, information technology, home networking, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $100 billion in annual sales. CEA's resources are available online at www.CE.org, the definitive source for information about the consumer electronics industry.
CEA also sponsors and manages the International CES - Defining Tomorrow's Technology. All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy. -0- *T UPCOMING EVENTS -- Electronic House Expo - Spring November 15-18, 2004, Long Beach, CA -- International CES - Defining Tomorrow's Technology January 6-9, 2005, Las Vegas, NV -- CEA Winter Summit February 17-19, 2005, Lake Tahoe, CA -- HDTV Summit March 15, 2005, Washington, DC -- CEO Summit June 22-24, 2005, Colorado Springs, CO *T
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