Beware of Polls That Exclude Cell Phone-Only Voters

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McClatchy Newspapers

Beware of Polls That Exclude Cell Phone-Only Voters

by
Steven Thomma

WASHINGTON
— Watching the polls to figure out who's up and who's down this
election season? Be careful. The poll may have a pro-Republican bias.

The ranks of Americans who use cell phones only
have skyrocketed. Some public polls don't survey them, however, and they
miss a group of people who are more likely to vote Democratic,
including the young, the poor, Hispanics and African-Americans.

The
nonpartisan Pew Research Center recently found that polls that contact
only those with land-line phones gave Republicans a 4 to 6 percentage
point edge over Democrats compared with polls that included cell phones,
in four out of five national polls this year.

In the most recent poll, a survey of likely voters reached via
land lines gave Republicans a 12-point edge, 53-41 percent. Polls that
also called voters who only use cell phones found the Republican edge
was 7 points, 50-43 percent.

"Cell-only adults are demographically
and politically different than those who live in land line households,"
the Pew report said. "As a result, election polls that rely only on
land line samples may be biased."

The challenge in measuring
public opinion has grown as more Americans rely on cell phones. In four
and half years, the percentage of Americans 18 and older who rely on
cell phones only has skyrocketed from 9.6 percent to 22.9 percent,
according to the National Center for Health Statistics.

Similarly,
the tally of households with cell phones only has risen from 10.5
percent to 24.5 percent. Another 14.9 percent of homes have land lines
but report receiving most or all calls via cell phones.

Who are these cell phone-only people? According to the National Center for Health Statistics:

  • The young: 49 percent of those aged 25-29, and 38 percent of those aged 18-24.
  • The less educated: 25 percent of those with high school educations or less, the most wireless group.
  • Students: 29 percent of people who go to school.
  • Hispanics: 30 percent, the most wireless of any race or ethnicity, with
    African-Americans at 25 percent and non-Hispanic whites at 21 percent.
  • The poor: 36 percent.
  • Renters, 43 percent.

Many
public polls this election season do include calls to cell phone-only
voters, including McClatchy-Marist polls. However, some don't, including
automated surveys, such as the Rasmussen poll, that use
computer-generated dialing and interviews.

"All things being
equal, cell phones need to be included," said Lee Miringoff, the
director of the Marist Institute for Public Opinion at Marist College,
which conducts the McClatchy-Marist poll.

"You don't want to
systematically exclude a group that may have different attitudes. It's a
large enough group that you can't assume that they mirror the rest of
the population."

Calls to Rasmussen for comment weren't returned.

Calling cell phones for a poll is more challenging and expensive than calling land lines.

First,
Miringoff said, Federal Election Commission regulations require that
they be dialed manually. Second, a questioner has to ask whether the
person is driving or using heavy equipment. A "yes" answer requires a
follow-up call later. Third, a high percentage of people with cell
phones are younger than 18 and unable to vote. Fourth, more people
refuse to answer the calls because they must pay for the air time; often
pollsters compensate them, further driving up costs.

Overall, the
"yield" of usable results from cell phone calls is about one-third of
the calls to land line phones, Miringoff said. He cautioned, however,
that the pro-Republican bias can be slight or overstated.

In
Wisconsin, for example, Democratic Sen. Russ Feingold's campaign last
week disputed the McClatchy-Marist poll and others that found Feingold
trailing his Republican opponent. One complaint: Polls were missing cell
phone users and thus likely Feingold supporters.

However, Marist
included cell phones in its sample. While Feingold trailed Republican
Ron Johnson by 46-51 percent among land-line phone users, he trailed by a
larger margin, 40-56 percent, among cell phone users.

"The cell
phone users are not helping him at all. In fact, he's trailing among
them," Miringoff said. "The problem for Feingold is not in the polling,
it's in the voter preferences. We're seeing similar things in Colorado
as well. The whole enthusiasm thing is more salient than the mode of
communication."


ON THE WEB

"Cell Phones and Election Polls: An Update"

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