In an effort to find younger voters and make their political polling more accurate, Gallup and Pew are cutting back on the number of "land lines" they call and adding to the number of cellular phones they dial.
The reason: Younger voters are likely to use only cellular phones. While it costs more to call cellular phones, the trade off for more accurate polling is worth it.
Gallup earlier this year decided that it would change its ratio of calls to 60 percent land lines and 40 percent mobile phones, a trend that has been growing for a few years. Pew this month followed suit.
Gallup editor in chief Frank Newport said that further tweaking will happen. "We may go higher," he said.
Their shift to mobile phones is the latest effort by pollsters still using phones to make their polling accurate. Others pollsters have shifted to online surveys.