AMS Survey Looks At Listener Loyalty
April 8, 2008 at 5:37 AM (PT)
An AMERICAN MEDIA SERVICES survey shows that the percentage of adults saying that they listen to radio at least once a day is 61%, not far off from APRIL 2007's 64% and SEPTEMBER 2007's 63%; 72% say they listen the same or more hours per day than they did five years ago.
33% showed Internet listening, with half listening to online streams in the past month, while 12% said they have listened to HD Radio. Around 53% said that they don't change the station when commercials come on, as opposed to 33% who change the station and 8% who turn off the radio.
"The findings are interesting from many standpoints," said AMS Chairman ED SEEGER. "They show that 'regular' radio remains a strong industry even while other audio devices are available. Perhaps because the Internet is broadly accessible, many more Americans have listened to the radio over the Internet than have purchased the equipment to listen to HD radio. These are important trends for the radio industry to keep in mind."