Online Radio Reaches 33M Per Week Says Study
March 17, 2008 at 8:16 AM (PT)
The annual INFINITE DIAL 2008: Radio’s Digital Platforms, put out by ARBITRON and EDISON MEDIA RESEARCH, estimates that 33 million AMERICANS age 12 or older listen to a radio station over the Internet during an average week -- up from 29 million listeners one year ago. There is also a strong connection between online radio listening and social networking sites according to the study.
"Social networking is clearly not about creating exclusive, self-enclosed communities," said ARBITRON Sr. Analyst DIANE WILLIAMS. "We found that online radio listeners are more than one-and-a-half times more likely to have a profile on a social networking site as compared to average Americans and that they tend to be power-users with one-third of online radio listeners logging on to their social networking site nearly every day or even multiple times per day."
In addition to studying the correlation between social networkers and their online radio usage, the INFINITE DIAL 2008 report will detail the latest data on the general online radio listening universe and will explore how consumers interact and explore radio with all of its digital platforms.
ARBITRON will host a Webinar in APRIL to release the finding of the study. Details for this event will be released later in MARCH.