FD, the communications strategy consulting firm that conducts the Allstate/National Journal Heartland Monitor survey, explained why it conducted the poll of 1,021 Millennial adults online.
• Adults ages 18 to 29 are very difficult to reach using traditional landlines.
• Studies estimate that Internet penetration among 18-to-29-year-olds is 93 percent. This figure is identical to cellphone use among this audience.
• The number of topics covered in the survey and the structure of the survey's questions (such as asking respondents to rank the values they seek to maximize in their careers, or how they would allocate $100 among various financial options) made an online poll a more reliable instrument than other methods.
This survey was conducted using Greenfield Online's sampling methodology. Interview subjects were randomly invited and given incentives to participate through two methods--either they were chosen from a panel of individuals from the general population who have agreed to participate in online survey research, or they were randomly intercepted online as they visited websites.
Interview invitations were balanced by gender, race, Hispanic heritage, and region, and they were further adjusted to ensure an equal age distribution within the 18-to-29-year-old group. Survey results were then weighted according to the Census Bureau's estimates for ethnicity and education. The poll has a margin of error of +/-3.1 percentage points.
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