Do We Need to Go Cellular? Assessing Political Media Consumption Using a Single-Frame Landline/Cellular Survey Design

Much research has been published on cellular phone only households and the challenges posed by cellular phones to traditional survey methodologies that attempt to generate representative samples using only landline telecommunications. This study reports analyses comparing two separate survey strata (N landline = 152, N cellular = 153) collected simultaneously and nested within a single-frame survey of a state in the American Midwest for differences in demographics, political orientations, individual differences, and a variety of political media consumption variables. Focus is also given to differences among audience variables that predict various forms of political media use across the two survey strata.