New York - Oct 31, 2006 - Arbitron's Winter 2007 survey for participants in diary-based markets will include the option for survey participants to use an Internet-based, electronic diary in place of the standard paper-and-pencil survey tool. Based on its tests of the electronic diary, Arbitron expects that at least one out of every 20 survey participants will choose the Internet-based option over the standard paper-and-pencil design. Those who do are more likely to be younger.
In the Arbitron tests, the largest demographic group of E-diary keepers was between the age of 25 and 34 while the largest demographic group of paper diary keepers is between the age of 45 and 54. Also, E-diary keepers are more likely to work full-time. Arbitron''s test also show that there is no significant difference in the number of quarter hours of listening or the number of stations entered into the E-diary vs. the paper diary.