NPD: Net Radio Closing In On AM/FM Among 13-35 Listeners
Smartphone Usage Spurring Net Radio Growth
April 2, 2013 at 3:00 PM (PT)
In a recent study on media consumption in Q4 of 2012, The NPD GROUP found that PANDORA and other subscription-based and free Internet radio services accounted for nearly one-quarter (23%) of the average weekly music listening time among consumers 13-35, an increase from its 17% share in the previous year. That demo's listening to AM/FM radio declined 2% to 24% of music-listening time.
For listeners 36-and-older, AM/FM radio garnered a 41%, with Internet radio listening accounting for just 13% of music listening.
Whether itâ€™s listening to AM/FM radio or Pandora, music continues to be an integral element in the American driving and commuting experience
Mirroring a point made in the INFINITE DIAL study unveiled earlier TODAY (see preceding story), NPD’s "Music Acquisition Monitor" also reported that more than half of PANDORA and iHEARTRADIO users used their mobile phone to access those services. Roughly one in five PANDORA or iHEARTRADIO users are also currently connecting to those services in their cars, which has in the past typically been the bastion of AM/FM radio listening. On the decline are consumers listening to CDs and digital music files.
"Driven by mobility and connectivity, music-streaming services are rapidly growing their share of the music listening experience for teens and young adults, at the expense of traditional music listening methods," NPD SVP/Industry Analysis RUSS CRUPNICK said. "Whether it’s listening to AM/FM radio or PANDORA, music continues to be an integral element in the American driving and commuting experience."
A Fred Jacobs' Eye View
Regarding the NPD study. JACOBS MEDIA Pres. FRED JACOBS observed, "Radio listening among young people is down (but ARBITRON could tell you that). Interestingly, they listen a lot more in cars than they do in homes."
JACOBS is set to present some big reveals about radio and listeners during TECHSURVEY9 at WORLDWIDE RADIO SUMMIT 2013, at noon on FRIDAY, MAY 3rd. Toward that end, JACOBS told ALL ACCESS, "One of our big findings, however, is that younger people are listening to FM radio stations with greater frequency on streams -- computers, mobile phones, tablets. The more radio makes their content readily available to them on these other platforms, the greater the chance to stay relevant in their lives. That, you can take to the bank."