As audiencias medidas pelo telemóvel (dificuldades)

«(...)“If you look at the way cellphone penetration and usage works out it’s heavily skewed toward certain demographic groups, and as you get older, people simply don’t use it nearly as much. Or if they have one they don’t carry it with them, and it makes it much harder to execute a disciplined research study, as opposed to recruiting people to carry a device. It’s just a cleaner, purer way to do research, using a separate device.

“Long-term, we certainly aren’t of the belief that the separate device is the only way to do it or that there won’t be better ways to go forward. But I’m not sure that we would conclude that the cellphone was the be all and end all of other devices. There are people who are addicted to their cellphone and there are people who are addicted to their iPod. If we can take a broader view of devices and be, in effect, agnostic as to which device we use, we move to a world where software as opposed to hardware is the driver. I think we would see a more flexible future in terms what device people carry. And the further we can go down that road the higher level of cooperation we’re going to get.” »

fonte Radio Ink, «Arbitron Chief Discusses Potential Cell Scenario», 16/02/07