What US Phone Surveys Really Say about Media Usage
“Ball State’s Center for Media Design shadowed 101 adults to monitor their media intake, collected 359 individual media diaries and surveyed 401 people over the phone to see how far off phone surveys are from “reality.”
Specifically, Ball State determined that adults said over the phone that they watch two hours of TV per day, but when they were observed by researchers, they were logged watching five hours and 19 minutes of TV each day. As for the Internet, over the phone adults told researchers they spend 29 minutes per day online, but when actually observed, researchers determined adults spend over an hour each day online.”
Some of the discrepancies are huge: a 205% difference between what people say about how much they use their home computer compared with what they wrote in a diary compared with what was observed. From eMarketer (free content is free only a short while).
URLs:
http://www.emarketer.com/news/article.php?1002686&trackref=edaily#article
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