--- title: Telephone Cord Cutting Continues | Advanis description: Mobile devices are increasingly becoming integrated into people’s lives. Whether thinking about telephone or web based surveys, the continued prevalence and preference for mobile has impacted the market research industry in a number of ways. Online surveys must be mobile-friendly In 2016, 43.6% of all website traffic worldwide was generated through mobile phones (this was an image: https://blog.advanis.net/hubfs/Imported_Blog_Media/13464618_s-1.jpg --- [![Advanis](https://blog.advanis.net/hs-fs/hubfs/raw_assets/public/Advanis_May2023/images/logo.png?width=514&height=277&name=logo.png "Advanis")](https://advanis.net/) - [WHO WE ARE](https://advanis.net/who-we-are/) - [SERVICES](https://advanis.net/services/) - [PRIVATE SECTOR RESEARCH](https://advanis.net/private-sector-research/) - [SOCIAL AND PUBLIC RESEARCH](https://advanis.net/social-and-public-research/) - [PUBLISHED WORK](https://advanis.net/published-work/) - [BLOG](https://blog.advanis.net/) - [CAREERS](https://advanis.net/careers/) - [CONTACT US](https://advanis.net/contact-us/) - [English](https://advanis.net/) - [Français(French)](https://advanis.net/fr/) - [WHO WE ARE](https://advanis.net/who-we-are/) - [SERVICES](https://advanis.net/services/) - [PRIVATE SECTOR RESEARCH](https://advanis.net/private-sector-research/) - [SOCIAL AND PUBLIC RESEARCH](https://advanis.net/social-and-public-research/) - [PUBLISHED WORK](https://advanis.net/published-work/) - [BLOG](https://blog.advanis.net/) - [CAREERS](https://advanis.net/careers/) - [CONTACT US](https://advanis.net/contact-us/) - [English](https://advanis.net/) - [Français(French)](https://advanis.net/fr/) ![Read full post: Telephone Cord Cutting Continues](https://blog.advanis.net/hubfs/Imported_Blog_Media/13464618_s-1.jpg) # Telephone Cord Cutting Continues Published by [Advanis](https://blog.advanis.net/author/advanis) on Mar 9, 2018 10:00:00 PM ## [Telephone Cord Cutting Continues](https://blog.advanis.net/blog/mobile-facts-2018?hsLang=en) ###### 10 March 2018 [![](https://blog.advanis.net/hubfs/Imported_Blog_Media/13464618_s-1.jpg)](https://blog.advanis.net/blog/mobile-facts-2018?hsLang=en) Mobile devices are increasingly becoming integrated into people’s lives. Whether thinking about telephone or web based surveys, the continued prevalence and preference for mobile has impacted the market research industry in a number of ways.   1. Online surveys must be mobile-friendly In 2016, 43.6% of all website traffic worldwide was generated through mobile phones (this was an increase from 35.1% in 2015). On recent genpop studies, we have seen between 30% and 50% of surveys being completed via a mobile device.  If you are not thinking about how your study will resonate with respondents over their mobile device, you are at risk of alienating a substantial number of Canadians. (see our [mobile survey demo](http://memo.advanis.net)).    2.  Telephone surveys must include cell phone sample More Canadians are cutting out their landline; 28% now only own a cell phone in 2016 (up from 23% in 2014). This differs across Canada with 35% of Albertans owning only a cell phone compared to just 15% owning only a cell phone in New Brunswick. Cell phone ownership rates in Canada continue to rise. In 2014, 82% of Canadians who had a phone owned a cell phone. In 2016, this has risen to 87%.    The trend of cord cutting is expected to continue for a few reasons. The wireless market continues to become more competitive with each provider vying for customers and slowly lowering prices. Additionally, and more importantly from a survey research point of view, younger Canadians are more likely to only own a cell phone than older Canadians. In fact, some teenagers may have even grown up in households that has never had a landline. Clearly, if you want to reach younger Canadians on a telephone survey, it is paramount that wireless numbers are included and, in fact, should make up the bulk of the calling done.   3. Calling cell phones presents additional challenges Although there are many benefits from including cell phone sample in telephone surveys, additional challenges also arise. One of the most recent challenges to present itself is the presence of call blocking apps such as HiYa and TrueCaller. These apps allow cell phone users to report unwanted incoming calls. If sufficient users report a particular phone number, then this phone number starts to be flagged as a possible spam call on the call display screen allowing users to block these types of calls. This is making it increasingly difficult for market researchers to connect with individuals via their cell phones, particularly since some of these call blocking apps come pre-loaded on certain cell phones. Being a good steward of the cell phone numbers being called is important to ensure calls being placed from market research firms are not unnecessarily blocked.     Tags: [Mobile](https://blog.advanis.net/tag/mobile), [Sampling](https://blog.advanis.net/tag/sampling), [Cordcutting](https://blog.advanis.net/tag/cordcutting) [Back to Blog](https://blog.advanis.net) ###### Search / Recherche ###### Subscribe to our blog Get our insights blog updates right to your mailbox once per month. No spam, we promise! Your email address is always safe. [Private Sector Newsletter](https://info.advanis.net/private-sector-newsletter?hsLang=en) [Public Sector Newsletter](https://info.advanis.net/public-sector-newsletter?hsLang=en) ### Popular Tags - [ABpoll (2)](https://blog.advanis.net/tag/abpoll) - [Academics (1)](https://blog.advanis.net/tag/academics) - [Accessibility (3)](https://blog.advanis.net/tag/accessibility) - [Advertising (1)](https://blog.advanis.net/tag/advertising) - [Analytics (8)](https://blog.advanis.net/tag/analytics) - [API (1)](https://blog.advanis.net/tag/api) - [Automation (2)](https://blog.advanis.net/tag/automation) - [Awareness (1)](https://blog.advanis.net/tag/awareness) - [B2B (1)](https://blog.advanis.net/tag/b2b) - [BC Food (1)](https://blog.advanis.net/tag/bc-food) - [Best Practices (14)](https://blog.advanis.net/tag/best-practices) - [BOS (1)](https://blog.advanis.net/tag/bos) - [Canada (11)](https://blog.advanis.net/tag/canada) - [Cannabis (2)](https://blog.advanis.net/tag/cannabis) - [Carbon Tax (1)](https://blog.advanis.net/tag/carbon-tax) - [Case Study (8)](https://blog.advanis.net/tag/case-study) - [CATI (14)](https://blog.advanis.net/tag/cati) - [Choice (9)](https://blog.advanis.net/tag/choice) - [College (1)](https://blog.advanis.net/tag/college) - [Communications (2)](https://blog.advanis.net/tag/communications) - [Concept Testing (2)](https://blog.advanis.net/tag/concept-testing) - [Conference (5)](https://blog.advanis.net/tag/conference) - [Cordcutting (1)](https://blog.advanis.net/tag/cordcutting) - [Covid-19 (2)](https://blog.advanis.net/tag/covid-19) - [CSAT (2)](https://blog.advanis.net/tag/csat) - [Customer Experience (14)](https://blog.advanis.net/tag/customer-experience) - [Customer Journey (2)](https://blog.advanis.net/tag/customer-journey) - [Dashboards (1)](https://blog.advanis.net/tag/dashboards) - [Data Science (2)](https://blog.advanis.net/tag/data-science) - [demographics (1)](https://blog.advanis.net/tag/demographics) - [Digital (1)](https://blog.advanis.net/tag/digital) - [Digital Adoption (1)](https://blog.advanis.net/tag/digital-adoption) - [DIY Research (2)](https://blog.advanis.net/tag/diy-research) - [Education (1)](https://blog.advanis.net/tag/education) - [Email Marketing (1)](https://blog.advanis.net/tag/email-marketing) - [emotions (1)](https://blog.advanis.net/tag/emotions) - [Enviroment (1)](https://blog.advanis.net/tag/enviroment) - [Expectations (1)](https://blog.advanis.net/tag/expectations) - [Finance (3)](https://blog.advanis.net/tag/finance) - [Foresight (2)](https://blog.advanis.net/tag/foresight) - [Freelance (1)](https://blog.advanis.net/tag/freelance) - [Future of Work (1)](https://blog.advanis.net/tag/future-of-work) - [Gig Economy (1)](https://blog.advanis.net/tag/gig-economy) - [Health (3)](https://blog.advanis.net/tag/health) - [housing (1)](https://blog.advanis.net/tag/housing) - [Human Experience (2)](https://blog.advanis.net/tag/human-experience) - [HX (2)](https://blog.advanis.net/tag/hx) - [Incentives (8)](https://blog.advanis.net/tag/incentives) - [Innovation (7)](https://blog.advanis.net/tag/innovation) - [Insights (28)](https://blog.advanis.net/tag/insights) - [Insurance (2)](https://blog.advanis.net/tag/insurance) - [ISO (1)](https://blog.advanis.net/tag/iso) - [IVR (11)](https://blog.advanis.net/tag/ivr) - [Learning (11)](https://blog.advanis.net/tag/learning) - [Longitudinal (1)](https://blog.advanis.net/tag/longitudinal) - [Low Incidence Populations (2)](https://blog.advanis.net/tag/low-incidence-populations) - [Margin of Error (1)](https://blog.advanis.net/tag/margin-of-error) - [Market Research (36)](https://blog.advanis.net/tag/market-research) - [Marketing (1)](https://blog.advanis.net/tag/marketing) - [Marketing Primer (1)](https://blog.advanis.net/tag/marketing-primer) - [Millennial (8)](https://blog.advanis.net/tag/millennial) - [Millennials (1)](https://blog.advanis.net/tag/millennials) - [Mobile (17)](https://blog.advanis.net/tag/mobile) - [MRX (22)](https://blog.advanis.net/tag/mrx) - [Municipal (1)](https://blog.advanis.net/tag/municipal) - [newMR (1)](https://blog.advanis.net/tag/newmr) - [NIS (1)](https://blog.advanis.net/tag/nis) - [NPS (10)](https://blog.advanis.net/tag/nps) - [Online Survey (9)](https://blog.advanis.net/tag/online-survey) - [Optimization (1)](https://blog.advanis.net/tag/optimization) - [organizational impact (1)](https://blog.advanis.net/tag/organizational-impact) - [Persona (2)](https://blog.advanis.net/tag/persona) - [PMOT (1)](https://blog.advanis.net/tag/pmot) - [Police Services (2)](https://blog.advanis.net/tag/police-services) - [Pricing (3)](https://blog.advanis.net/tag/pricing) - [Project Management (1)](https://blog.advanis.net/tag/project-management) - [Public Policy (4)](https://blog.advanis.net/tag/public-policy) - [Qualitative (11)](https://blog.advanis.net/tag/qualitative) - [Quant (2)](https://blog.advanis.net/tag/quant) - [Quantitative (14)](https://blog.advanis.net/tag/quantitative) - [Research (4)](https://blog.advanis.net/tag/research) - [Response rates (4)](https://blog.advanis.net/tag/response-rates) - [Responsive (8)](https://blog.advanis.net/tag/responsive) - [Sampling (6)](https://blog.advanis.net/tag/sampling) - [Security (1)](https://blog.advanis.net/tag/security) - [Segmentation (2)](https://blog.advanis.net/tag/segmentation) - [Social Research (7)](https://blog.advanis.net/tag/social-research) - [Strategy (1)](https://blog.advanis.net/tag/strategy) - [Success (6)](https://blog.advanis.net/tag/success) - [Survey (10)](https://blog.advanis.net/tag/survey) - [Surveying (3)](https://blog.advanis.net/tag/surveying) - [Tips and Tricks (4)](https://blog.advanis.net/tag/tips-and-tricks) - [Trends (13)](https://blog.advanis.net/tag/trends) - [University (1)](https://blog.advanis.net/tag/university) - [USA (1)](https://blog.advanis.net/tag/usa) - [UX (1)](https://blog.advanis.net/tag/ux) - [Virtual (1)](https://blog.advanis.net/tag/virtual) - [WCAG (1)](https://blog.advanis.net/tag/wcag) - [Webinar (1)](https://blog.advanis.net/tag/webinar) See all topics ###### Latest Posts #### [From Surge to Contraction: Analyzing Canada’s Population Growth Reversal 29 Jun, 2026](https://blog.advanis.net/analyzing-canadas-population-growth-reversal?hsLang=en) #### [Advanis is awarded the 2026 Public Sector Impact Award, along with The City of Calgary and Ipsos 17 Jun, 2026](https://blog.advanis.net/advanis-is-awarded-the-2026-public-sector-impact-award-along-with-the-city-of-calgary-and-ipsos?hsLang=en) #### [Navigating the Shift: How Data Unlocks Growth in Changing Markets 16 Jun, 2026](https://blog.advanis.net/navigating-the-shift-how-data-unlocks-growth-in-changing-markets?hsLang=en) #### [Igniting B2B Insights: Conference Learnings 23 Apr, 2026](https://blog.advanis.net/igniting-b2b-insights-conference-learnings?hsLang=en) #### [Looking Beyond: Why Cross-Industry Insights Drive True Innovation 15 Apr, 2026](https://blog.advanis.net/-why-cross-industry-insights-drive-innovation?hsLang=en) ## Related Articles ## [Mobile Is Mandatory - Worldwide](https://blog.advanis.net/mobile-mandatory-worldwide?hsLang=en) Mobile Is Mandatory - Worldwide 01 February 2020 [Read More](https://blog.advanis.net/mobile-mandatory-worldwide?hsLang=en) ## [Impact of Mobile Optimized Surveys: Young Adult Audiences](https://blog.advanis.net/impact-mobile-optimized-surveys-young-adult-audiences?hsLang=en) Impact of Mobile Optimized Surveys: Young Adult Audiences 17 February 2016 [Read More](https://blog.advanis.net/impact-mobile-optimized-surveys-young-adult-audiences?hsLang=en) ## [Get Rid Of That Grid!](https://blog.advanis.net/get-rid-grid?hsLang=en) Get Rid Of That Grid! 25 April 2016 [Read More](https://blog.advanis.net/get-rid-grid?hsLang=en) #### ABOUT ADVANIS Suite 200, Sun Life Place 10123 99 Street Edmonton, AB T5J 3H1 #### SERVICES - [Private Sector Expertise](https://advanis.net/private-sector-research/) - [Social and Public Research](https://advanis.net/social-and-public-research/) - [Quantitative Data Collection](https://advanis.net/quantitative-data-collection/) - [Qualitative Data Collection](https://advanis.net/qualitative-research/) - [Analytics](https://advanis.net/analytics/) #### OUR WORK - [Our Team](https://advanis.net/who-we-are/) - [Published Work](https://advanis.net/published-work/) - [Participating in a survey](https://advanis.net/participating-in-a-survey/) - [Privacy Policy](https://advanis.net/privacy-policy/english/) - [Information Security Policy](https://advanis.net/participating-in-a-survey/information-security-policy/) Advanis is a member of [The Canadian Research and Insights Council (CRIC)](https://www.canadianresearchinsightscouncil.ca/), the industry association for the market / survey / insights research industry. We follow the high standards for ethical research as outlined here. Our CEO has [confirmed](https://advanis.net/participating-in-a-survey/ceo-declaration/) our ISO compliance. © 2016-2024 Advanis - [Privacy policy](https://advanis.net/privacy-policy/english/) [mailto:info@advanis.net](mailto:info@advanis.net) - [English](https://advanis.net) - [Français (French)](https://advanis.net/fr/)