Study: Adult Rock Listeners Going Digital
August 17, 2006 at 8:08 AM (PT)
Adult Rock listeners still list FM radio as their overwhelming first choice for listening to music, but new technology is beginning to make inroads, according to a study by SBR.
When asked, "Which ONE way do you listen to music the most?", 59% of Triple A listeners cited FM radio, a decline from 64% when they were asked the same question in 2004. Those answering iPod/mp3 player increased to 10%, a 425% gain, while satellite radio also gained, from 2% in 2004 to 10% in 2006.
Streaming of radio stations and Internet-only audio channels was another growth area over the past two years, with 55% of respondents saying they’ve listened to local, out-of-town, or Internet-only radio stations in the past month. Monthly streamers of local radio stations increased 27% while monthly streamers of Internet-only channels increased 36% between the 2004 and 2006 surveys.
A summery of the study is available at www.sbrcreative.com.