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Arbitron said Thursday (July 16) it was the first research company to compile population estimates for cell phone-only households down to the market level. Prior to Arbitron’s estimates, the only available source of cell phone-only estimates was available at the state level from the National Health Interview Survey.
The radio research firm, which based its calculations on mail surveys in 151 diary markets, found CPO penetration varied widely by market from as low as 5 percent in Hamptons-Riverhead, N.Y.,
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