KN targets cell-onlys for panel

US-- Knowledge Networks is to recruit more cell-only households for its online custom research panel, KnowledgePanel.

The firm will introduce an address-based sampling system to recruit panel members who only use mobiles in a move to counter the increasing numbers of households abandoning landlines.

Simon Kooyman, Knowledge Networks' CEO, said the addition of address-based sampling “allows us to continue delivering the precision and targeting capabilities our clients need – without disruption from changes in communication technology and other trends”.

The latest twice-yearly figures on cellphone and landline usage in the US show that 68 million adults rarely use their landline, or do without one completely.

Last year, research association Casro told the industry it must look for ways to include cellphone users in research, which has typically relied on lists of landline numbers for phone surveys.

Author: James Verrinder