LINCOLN, Neb. (AP) — Gallup has long been known for phone polling, but the company is migrating away from that technology and toward online data collection.

Spokesman Johnathan Tozer said the change is “part of Gallup’s long-term migration plan toward online data collection, in addition to our sophisticated analytics and consulting.”

The company says attrition and transfers or promotions will help Gallup cut back its call center staff in Lincoln and Omaha.

Experts say phone polling has become less reliable as more people drop land lines. A 2012 Pew Research Center study showed that the percentage of households in which polling companies were able to reach an adult by phone fell to 62 percent in 2012 from 90 percent in 1997.