Market research organizations put a lot of work into trying to reach consumers and make them cooperate with market surveys. Some subgroups are particular hard to reach, notably the young, the employed and the highly educated. Mobile market research is a promising way of catching these consumers since via mobile phones everyone can be accessed anywhere and at any time. This study investigates whether mobile phone surveys make it easier to interview the hard‐to‐reach consumers. Results reveal a significant effect of age on the likelihood of being difficult to reach, but different use patterns of the mobile phone or attitudes towards mobile phones do not affect the likelihood of being a hard‐to‐reach respondent.