Coleman Study: Almost Half Of Streaming Audio Listeners Don't Use Over-The-Air Broadcasts
December 9, 2010 at 4:15 AM (PT)
The latest revelation from COLEMAN INSIGHTS' "Successful Audio Streaming Strategies" study is that 48% of Americans surveyed who listen to streaming audio do not use the over-the-air broadcasts of AM and FM radio stations.
"On the surface these numbers should be of some concern to radio broadcasters," said VP and study author SAM MILKMAN. "However, our findings suggest that they are not the result of many streaming audio users disengaging from radio brands, but simply changing the distribution platform they use to consume radio content."
In addition, the study showed younger streaming audio users, especially young males, are even less likely to use over-the-air signals than older streamers; minority streaming audio users are less likely to listen to broadcast signals than non-minority users; and the mostly positive perceptions of AM and FM radio that streaming audio listeners have are shared by streamers who don't listen to over-the-air signals.
The new findings are available as a supplement to the original "Successful Audio Streaming Strategies" report as a free download at ColemanInsights.com/streaming, where an online presentation from the original SEPTEMBER release of the study can also be viewed.