Study Shows Impact Of MP3 Players In Cars
March 29, 2010 at 12:13 PM (PT)
An ARBITRON/EDISON Infinite Dial 2010 survey has found that 24% of persons over age 12 have ever listened to an iPOD, iPHONE or other MP3 player while connected to a car stereo. The new national study showed that 44% of all Americans ages 12 and older own an iPOD or MP3 player. Among that group, 54% have connected their players for listening in the car.
"Nearly one in four Americans over age 12 say they have listened to their digital music players by connecting it to their car stereo,” said ARBITRON SVP/Marketing BILL ROSE.
"The car is clearly a crucial battleground for people’s attention," said EDISON RESEARCH Pres. LARRY ROSIN. "Our study shows that most of those who do listen in this fashion do so more than once a week."
These findings come from a national survey of 1,753 persons ages 12 and over. This is the 18th in a series of studies ARBITRON and EDISON have conducted since 1998 on topics relating to the Internet and New Media. The complete study will be presented in a webinar on APRIL 8th at 2p and interested parties can register at www.arbitron.com or www.edisonresearch.com.