Infinite Dial: Online Radio Booming
April 16, 2009 at 12:47 PM (PT)
The Infinite Dial 2009: Radio’s Digital Platforms, the latest study by ARBITRON and EDISON RESEARCH, shows continued growth in usage and ownership of various forms of digital audio platforms, including online radio, iPod/MP3 players, and podcasting. The news is particularly good for online listening.
Key findings include:
* The weekly online radio audience increased significantly in the past year to 17% of the U.S. population age 12 and older; up from 13% in 2008. On a weekly basis, online radio reaches 20% of 25-to-54 year-olds; up from 15% in 2008.
* AM/FM radio continues to have a big impact on people’s lives. The study asked consumers to rate the impact different digital audio platforms has on their lives. More than one in five radio listeners (21%) say it has a big impact on their lives.
* Online radio listeners are more likely to be upscale, well-educated and employed full time; 54% of weekly online radio listeners are employed full-time (compared to 43% among persons 12 and older).
* While only 14% of persons age 12 and older say they are spending less time with over-the-air radio specifically due to time spent with iPods and other portable MP3 players, digital audio players have greater impact on radio among 12-to-24 year-olds. 32% of teens age 12-to-17 and persons 18-to-24 say they are spending less time with over-the-air radio specifically due to time spent with iPod/other portable MP3 players; this is nearly twice as many 18-to-24 year-olds who reported spending less time with over-the-air radio as 2008.